RED Slashes Camera Prices After Sony 4K Announcement

EPIC-X-monochrome

Days after Sony announced the F5 and F55 4K cameras, Jim Jannard and the guys over at RED decided to shake the market up a bit more and slash pricing on it’s popular cinema cameras. Jim stated that the price drop was due to expanded manufacturing facilities at it’s Irvine, CA headquarters.

“We have built an incredibly efficient factory in Irvine, California and over time learned how to make EPICs in quantity, lowered our assembly costs, found better suppliers and fully paid off our NRE. When we assembled the 1st EPIC camera in Stage 6 at RED Studios Hollywood it took our team 12 hours. It took two more days to de-bug. Today we can assemble an EPIC in 13 minutes and 95+% need no re-work after diagnostics and testing. It is a testament to our manufacturing team and supply chain teams,” Jannard said via REDuser.

Just how much did RED slash prices? The 5K RED EPIC-M dropped almost 40%, down from $39,500 and now available for just $24,000. The 4K capable RED Scarlet can now be had for $7,950, almost 20% less than just days ago. RED also announced that the camera that started it all, the RED ONE, would no longer be manufactured and that used/B-STOCK (“Battled Test”) units would be available for $4,000. Quite the deal assuming they hit the market in 2006 for $25,000. Complete new pricing is as follows:

5K EPIC-X Brain- $19,000
5K EPIC-X Monochrome Brain- $20,000
5K EPIC-M Brain- $24,000
5K/4K Scarlet Brain- $7,950
4.5K RED ONE MX- $4,000

One thing to note… the DRAGON sensor upgrade will NOT be included with new EPIC purchases under the new pricing. The DRAGON sensor upgrade will be available for $6,000. RED customers who recently purchased cameras prior to the new pricing (on/after October 1st) will receive a $4,000 credit for EPIC purchases and $1,000 for Scarlet purchases to be used on future orders. Despite the price drop, there are still many people who don’t have an extra $8k sitting around in the bank. Shooters will be happy to know that RED camera finance programs are available to entertainment industry professionals through equipment finance companies specializing in production gear.

While the big price drop may be due to increased production capabilities, it may also have something to do with something that was missing from Sony’s F5/F55 announcement… pricing. Rather than include MSRP pricing with the announcement, Sony purposefully left out that minor detail. The recent price drop from RED will no doubt leave SONY executives with something to consider when they sit down to price their new 4K offerings. The recent announcements from both SONY and RED show that, like it or not, 4K is the new standard in digital cinema.

 

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