Donnell Henry wrote:That’s damn reliable if you ask me.
The Alexa? This is the thing, they have a great reputation, and for reliability you don't want any down time. In field you and the elements in the jungle, what are you going do? Or on set when you can't afford the downtime, or a million a day, you want something close to the most reliable quality camera. If you want your cameras to be taken seriously by the big guys, you have to make it close to the reliability of the most reliable popular quality camera. There use to be a saying nobody ever got died buying Sony. I wonder what they say about Arri.
OK, so you are talking about matching a 10x the price camera for service, what do you do? Verified ultra low defect cameras, and premium service patches. You verify and substitute and verify parts, for every thing to substitute into a careful standard run, you test for the best quality within target in that run, the rest in the run go to the B quality of the quality run, the rest of the cameras are normal cameras from the normal run. The A grade cameras would be $10k or so, the B's half way between the A's and normal cameras. With a premium service pack, hopefully it can be half the price of an Alexa. But you have to change the design of knobs so they don't drop off. Just by spending a few hundred on improving the design of everything, even the normal cameras are going be a lot closer to 100% reliable over the life of the camera. Say you had a score of 10 defects average per camera over 5 years, it may go down to 5 or 2. The A grade might be 1 or much less. If you can get it to 0.1 camera and can knock it around, you have a very reliable camera, a tank.
Now, you can undercut Alexa and make it the go to studio B cam, and lower A cam. But if you can get past the 16 stop barrier and match Alexa throughout the dynamic range with good low light performance, it can become a go to A cam for big productions, but you need to look at 6k-10k to handle the aliasing to give an edge. The pocket then goes 4.6k+. 20 stops plus gives a more mailable image.
Grant says he doesn't do things based on what others do in that interview, but it is about doing the good core/essential things they are doing in competition. You can't just react to competition, but you can outdo them in a good way customers will buy.