Sony Voice of Customer: DMC & Rental Houses

Transcription

1 Sony Voice of Customer: DMC & Rental Houses April 2011 Authors: Adam Cox, Saida Isamova, Caroline Baines, Melanie Tagg

2 2011 Futuresource Consulting Ltd, all rights reserved Reproduction, transfer, distribution or storage of part or all of the contents in this document in any form without the prior written permission of Futuresource Consulting is prohibited. Company Registration No: For legal limitations, please refer to the rear cover of this report

3 Contents Background & Methodology Respondent Profiles Executive Summary Additional Respondent Profile Information Working Conditions Workflow Current Camera Decision-Making Process Product Specifications Marketing Communications Additional Comments DMC & Rental House

4 DMC & Rental House Background & Methodology

5 Background & Methodology DMC & Rental House Sony is looking to undertake this assignment in order to help it understand customer needs and enable it to deliver innovative products which help to create value. This is a new product development process in which the voice of the customer is being used as the basis for making decisions in terms of design, functionality and features, with the aim being for Sony to come to market with a product which is designed with the customer in mind. While Sony is still number one in the overall European camcorder market, it is facing competitive challenges in various segments of the professional camcorder market, in particular, relatively new competitors, such as Arri and Red are growing fast. Rather than testing existing features, products and propositions, Sony wants to focus on the end-users point- of-view and to better understand how its product should work in order to meet the needs and requirements of users. The first stage of this assignment was to conduct a series of focus groups for ENG and DMC in France, Germany and the UK (Spain was not included during this phase).

6 Background & Methodology (cont d) DMC & Rental House The second phase was an in-depth programme of telephone interviews conducted in France, Germany (excluding education), Spain (just education) and the UK, focusing on the following sectors; ENG (including camera operators, Technical Directors and workflow operators) DMC (including Rental Houses) Education (buyers and lecturers) Videographers The telephone interviews explored a wide range of issues, including; Product/operation aspects, such as usage and feature set requirements, including must have features versus nice to have or not needed Technical/technology drivers, such as moves to large format sensors, file based acquisition and metadata requirements Creative consideration, for example the look and feel of the product (cosmetic design, portability, usability and flexibility) Business considerations, such as the decision making process, what motivates purchases and what factors are taken into account when purchasing Importance and relevance of marketing communications.

7 Background & Methodology (cont d) DMC & Rental House All interviews were conducted in the respondents native language by interviewers who had knowledge and experience of the Broadcast industry. This report provides a final review of the interviews conducted within the DMC (42 interviews) and Rental House (23 interviews) segments. DMC Camera Operators Camera operators/directors of Photography that are working within the Drama, Movies and Commercials side of the business. To include people who are working on high-end productions, e.g. feature films using Arri or Red camcorders and those working on lower-end productions. The research targeted freelancers and those who own their own production company. Rental Houses Companies that are hiring out professional camcorders. Where possible large rental groups were targeted. Wherever possible, interviews were conducted with end users/rental companies who primarily handle brands other than Sony in order to understand the strengths and weakness of Sony s competitors. All of the respondents have at least three years experience in their line of work.

8 Respondent base by sector and by country DMC & Rental House Type of Respondent France UK Total DMC Freelance DOP 8 Germany - Own Production Co Rental Total What are the key reason(s) for purchasing/or renting this

9 DMC & Rental House Respondent Profiles DMC & Rental

10 Almost two thirds of rental respondents are responsible for purchasing equipment for their rental fleet Base = 23 89% 90% 80% 70% Rental House 71% 71% 65% 60% 50% 40% Yes No 35% 29% 30% 29% 11% 10% 0% Overall (23) UK (9) Q5. Are you responsible for purchasing equipment for your rental fleet? France (7) Germany (7)

11 DMC respondents have predominantly used digital cameras over the past 3 years, rather than film DMC Camera Operator 100% 90% 85% 80% 69% 68% 70% 60% 53% 40% Film Digital 47% 50% 32% 31% 30% 15% 10% 0% Overall (42) Q5. How does your % time split between using digital and/or film cameras over the past 3 years? Freelance own a production company (15)

12 Amongst those DMC respondents who use film cameras, the majority have used a 35mm size film in their most recent work DMC Camera Operator Base = % 90% 80% (If Only film) What criteria would have to be met before you would shoot digitally? [Base:1] I would use Arri Alexa because it has a contrast range of apertures, but the handling is not good enough (Freelance, Arri, German) 70% 60% 50% 40% 89% 30% 10% 0% 15% 35mm film Q9. (IF FILM) What size film have you most recently worked with? Q10. (IF ONLY FILM) What criteria would have to be met before you would Super 16mm film

13 Overall, 68% of DMC respondents are currently working with Red. However, in Germany, a bigger proportion are currently working with Sony (58%) compared to Red (25%) 0% 40% 60% 80% 68% 25% 57% 62% 53% 58% 53% Sony Arri 60% 17% 45% 38% 47% 50% 35% 31% 40% 33% Panasonic Canon 3% Thomson / Grass Valley 8% Overall (40) UK (13) France (15) Q6. (IF DIGITAL) Could you please tell me which brands of digital camera you are currently working with? Germany (12) 77% Base = % 85% 87% Red DMC Camera Operator

14 On average, DMC respondents have spent nearly a third of their time during the last 3 years working with Red 0% Red Sony Panasonic Arri Canon DMC Camera Operator 5% 10% 15% 25% 30% 35% 40% 45% 50% 31% 45% 31% 18% 19% 17% 18% 21% 19% 7% 17% 31% 18% 18% 21% 14% 9% 4% 11% 12% 1% Thomson/Grass Valley 3% Overall (36) UK (11) France (13) Q7. (IF DIGITAL) Can you please provide an indication of what percentage of your time you have spent working with these brands of digital cameras over the last 3 years? Germany (12) Base = 36

15 Sony cameras are stocked by more than three quarters of rental respondents Rental House Base = 23 0% 10% 30% 40% 50% 60% 70% 80% 90% 100% 56% Sony 56% Panasonic 78% 86% 70% 71% 61% Red 29% Canon 14% Arri 14% Overall (23) 6. Which digital camera brands do you stock? 86% 89% 57% 39% 44% 57% 35% 33% 57% UK (9) France (7) Germany (7) 100% - Other brands mentioned were:

16 Red One Or Red MX Are the most frequently mentioned cameras DMC respondents have worked with recently 0% 63% Arri Alexa 24% Canon EOS 5D Mark II 22% Other Panasonic Super 16mm Film Camera. Models Owne d Rente d Red One or Red One MX (24) 21% 79% Arri Alexa (16) 6% 94% Canon EOS 5D Mark II (8) 50% 50% 35mm Film Camera (2) 50% 50% 40% 60% 41% Other Sony Panasonic HPX-3000 Base = 41 10% 30% 40% 50% 60% 70% Red One or Red One MX 35mm Film Camera DMC Camera Operator 17% 12% 10% Panasonic HPX-3000 (5) NOTE: Models mentioned by 10% and above are shown on the chart Q11. (ASK ALL) Which MODELS of cameras do you currently work with or have worked with recently (last 3 years)?

17 Overall 81% of DMC respondents rent the cameras they use, 57% only rent and do not own their own cameras DMC Camera Operator Base = % 100% 90% 86% 81% 80% 64% 70% Own Only Rent Only Own & Rent Overall (37) % Freelance (14) % Freelance own production company (14) DOP (9) % 50% 43% 43% 11% 10% 0% Overall (37) Freelance own a production company (14) Own Rent 17 Q12. Which of these have you owned and which have you rented over the past 3 years)?

18 The primary camera used by DMC respondents tends to be a digital camera, used by 81% of respondents overall 90% 81% 78% 80% 67% 70% 60% Film 50% Digital 40% 33% 30% 19% 22% 10% 0% Base = % 100% DMC Camera Operator Overall (42) 17. Is this camera a film or digital (electronic) camera? Freelance own a production company (15)

19 RED One / RED One MX is the most frequently carried camera by rental houses Number of rentals carrying Min Max Mean these models Rental House Number of rentals carrying Min Max Mean these models Arri Alexa Sony F Arri D Sony F Canon EOS 5D Mark II Sony HDW-750P Canon XF Sony HDW-F Panasonic AG-AF Sony HDW-F900R Panasonic AG-HVX201AE Sony HVR-Z1E Panasonic HPX Sony HVR-Z7E Panasonic HPX Sony PMW-EX1/R Panasonic HPX Sony PMW-EX RED One/RED One MX Sony PMW-F Sony DSR-450WSPL Sony SRW-9000PL Sony DSR-570WSP Super 16mm film camera Sony DVW-790P mm film camera Q11. What cameras do you have in your rental fleet and how many do you 19 have of each?

20 Half of those rental houses carrying a RED One / RED One MX said this was their most popular model RED One/RED One MX Arri Alexa Panasonic AG-AF101 Canon EOS 5D Mark II Sony HDW-750P Sony PMW-EX3 13. Which cameras are your most popular models? 20 Base Most Popular Model Mentions Rental House Other models mentioned as most popular include: Canon XF305 Panasonic AJ-HDX900 Iconix (Unknown model) Sony PMW-500 Sony DSR-450W Sony Z7 Panasonic AG-DVX100

21 Overall, around 40% of the rental houses interviewed are planning to replace some of their camera fleet in the next 12 months 80% 71% 70% 60% 50% 56% 53% 44% 43% 43%43% 40% 29% 30% 10% 0% 14% 4% Overall (23) UK (9)0% Fra(7) 9. Are you planning on replacing any of your camera fleet in the next 12 months? 0. (IF YES) What are the main reasons for this? Ger (7) Rental House 10 respondents are planning to replace some of their camera fleet in the next 12 months. The main reasons for this are: Old technology (7) No rental requests anymore (2) Moving towards HD (1) Yes RED rental market is too congested. As the RED is more technologically advanced than No the Sony, clients often require a technician. Sony provides clients with a simple, and Don't know therefore more reliable model. (UK - Combination Rental & Dealer)

22 DMC & Rental House Executive Summary DMC & Rental

23 Executive Summary (Slide 1 of 5) DMC & Rental House The Drama, Movies and Commercials segment (DMC) is perhaps the part of the industry that has witnessed the greatest upheaval recently. Digital cinema cameras have threatened film products for a while, but it has only been over the past five years that any real inroads have been made. Most camera operators and directors of photography (DoPs) now have experience of using digital cameras. The research demonstrated that close to 70% have used a digital camera during the last 3 years. Although a third are still using film cameras. The vast majority of these have decided to work with the Red One, the camera that kickstarted the digital cinema camera revolution in the widest sense. Supported by the fact that this is the most popular model for rental houses also. Around 70% of DMC respondents have used a Red camera during the last 3 years, and according to those that use Red, it is viewed as being more oriented towards the professional market and to offer fantastic picture quality, coupled with a competitive price. The price of the camera is a key consideration and emerged as the most satisfying aspect of the camera for Red One users during the research. However it would appear from the research that Red has become particularly pervasive in the UK and France, but not so in Germany, where Sony is the dominant brand.

24 Executive Summary (Slide 2 of 5) DMC & Rental House The nature of working within the DMC segment means that cameras can be in use for a significant length of time in any given day, often in hostile conditions such as cold, hot or humid climates. A significant number of operators rent multiple cameras at one time, indicating the prevalence of multi-camera shoots, or perhaps concerns over reliability, particularly with digital cameras. A number of DMC operators are involved in post production, although only around 15% have a lot of involvement and very few are editing as they shoot. The use of metadata is higher within DMC than within some of the other sectors, with a third using metadata on most or every shoot and using metadata as a link to the post production process. When talking about the key reasons for purchasing their current camera, ease of use emerged most strongly, although value for money and picture quality were also important factors for DMC camera operators. It is important to mention that Red is seen to offer great value for money, coupled with superb picture quality, which are two of the most influential reasons for purchasing. According to the rental houses, functionality was by far the leading selection criteria for their clients.

25 Executive Summary (Slide 3 of 5) DMC & Rental House In general, although DMC operators are very satisfied with the cameras that they use, a range of frustrations were highlighted. However, there were few common themes, aside from issues with the viewfinder. Two-thirds would recommend their primary camera to colleagues/peers, further demonstrating their overall satisfaction. Rental house respondents also stated that their clients are overall very satisfied with the cameras used, with over 40% saying their clients have no dislikes at all. In terms of who has purchasing responsibility, it was clear that DOPs and Producers are key influencers within the DMC sector, a finding which was first highlighted during the focus groups. However the key point is that even if they were not the final decision-maker, the vast majority of the DMC operators that took part in the research feel that they can exert influence over purchasing decisions. Therefore the importance of marketing directly to these individuals cannot be over estimated. Also relevant for the rental sector, where almost two-thirds of the rental respondents interviewed are responsible for their rental fleet. Furthermore, over two-thirds believe they have some or a strong influence on their clients selection decision.

26 Executive Summary (Slide 4 of 5) DMC & Rental House As already highlighted, picture quality has emerged as a major factor during the research and was also rated as very important by the majority of DMC and rental respondents when deciding which camera to purchase or rent. Interestingly, price was seen as less important here, although it is clearly a factor that is considered, as it was raised as a key satisfying element. Perhaps demonstrating that a competitive price is really a bonus and that specification and functionality are actually the key determining factors. In terms of functionality and must have features it was clear from the research that DMC operators and rental company clients essentially want a camera which has all the performance and functionality of a film camera, but is digital. This was a finding which also emerged strongly during the DMC focus groups. The influence that DMC operators claim to have over purchasing decisions means they are key targets for marketing communication.

27 Executive Summary (Slide 5 of 5) DMC & Rental House However, there is significant inconsistency between the amount of marketing material being received by those working within DMC and those working within the rental sector. Rental houses typically receive information very regularly, while this is not the case among DMC operators. More than 40% of DMC respondents stated that they never hear from the camera manufacturers, whilst only 9% of rental houses never have any contact. In addition, the vast majority of rental respondents pass on the information that is received, while this is not the case among DMC respondents. It would also seem from the research that DMC operators in Germany receive more information than those in France and the UK. For example, in Germany over a third of respondent said they hear from the manufacturers once a month or more frequently, the highest of the three countries. Within both DMC and Rental there is a preference to receive information and be contacted digitally, and in general this is how the camera manufacturers are predominantly making contact.

28 Executive Summary (Slide 5 of 5) DMC & Rental House In summary, although the DMC sector is clearly very diverse in terms of usage of cameras and the types of productions being worked on, a clear finding is the desire to have a camera which has all the key attributes of a film camera but is digital. Although some of the feedback from the rental sector mirrored the findings from the DMC research, there were a number of differences which emerged. For example, in terms of use of multiple cameras on set and reasons for choosing current camera. E.g. when citing reasons for deciding to use their current camera DMC respondents highlighted ease of use, followed by value for money, while rental houses believe their clients are looking for functionality first, followed by price. However both sectors highlighted that a lighter camera would be of benefit and is a current source of frustration.

29 DMC & Rental House Additional Respondent Profile Information DMC & Rental

30 More than a third of DMC respondents time is spent on dramas DMC Camera Operator Base = 42 0% 5% 10% 15% Dramas (DMC) 35% Feature Films (DMC) 28% Commercials (DMC) 22% Web Magazine 8% 3% New gathering (EMG) 2% Corporate 1% Q4. (ASK ALL) What type of productions are you typically involved in? And how do these types of productions breakdown by % in terms of your time? 25% 30% 35%

31 Overall, TV Drama accounts for the largest proportion of rental revenues Rental House Base = 21 Other TV Drama 24% Other types of production mentioned: Documentaries (2) Music or Pop Promos 8% News (2) Short Films (2) Events, Factual TV entertainment, magazines and Sport broadcast Corporate Shoots 18% Feature Films 14% Commercials 17% Over the past 12 months, how has your rental revenue approximately split between the following types of production? (%)

32 Rental revenues by type of production have remained consistent during the last 12 months Rental House Base = 20 Other 21% TV Drama 24% Other types of production mentioned: 7% Documentaries (2) Music or Pop Promos News (2) Events, Factual TV entertainment, Magazines, Short Films and Sport broadcast Corporate Shoots 17% Feature Films 14% Commercials 17% What was the split in the 12 month period preceding this? (%)

33 Expectations are that rental revenues by type of production will remain fairly stable during the next 12 months Other TV Drama 23% Music or Pop Promos 7% Corporate Shoots 19% Feature Films 16% Commercials 16% What do you expect the split to be over the next 12 months? (%) Rental House Base = 21

34 In close to 50% of cases the average daily rental rate is between Rental House Base = to 800 5% 1,500+ 5% 100 to % 300 to to % 17. What is the average daily rental rate for cameras?

35 Time taken to achieve a return on investment differed widely Rental House Base = 17 3 to 4years 6% 0 to 6 months 6% 6 months to 1 year 12% 2 to 3 years 29% 1 year to 18 months 29% 18 months to 2 years 18% In the UK close to 60% of rental companies believe it takes 2-3 years for cameras to start providing a return on investment. In Germany the majority of respondents thought between 12 months to 2 years and in France there was little consistency. Q24. What is the required length of time for a camera to start providing a return on investment?

36 Why Arri? DMC Camera Operator Arri is the perfect camera for TV Drama and Feature film due to its simple menu. (Germany, Arri Alexa, Freelance) They are not centered around ENG, they are centered around drama and film use, so it is a useful piece of kit to use. As I m mainly a film-based person they fulfill the purposes that I need. They take the same accessories as other cameras and they have a base mounted system that you can use on a variety of different tools such as steadycams. (UK, Arri Alexa, DOP) The Arri camera is great for films - I have used it alone since July Great quality picture and accessories: it is like the old 35mm. (France, Arri Alexa, Freelance own a production company) (Alexa) Perfect camera, it will last for 10 years. (Germany, Arri Alexa, Freelance) Q8. (IF RED/ARRI) Why did you choose Arri or Red cameras and what features/ advantages do you think these cameras have over traditional camera brands Arri has filmic picture quality. Initial Red cameras had over-complicated, complex menus - we don't have time. You only have 3 to 5 days to prep yourself with a camera, menus need to be simplistic (UK, Arri Alexa, Freelance)

37 Why Arri? Rental House Price, size and weight. (Germany Arri Alexa, Combination Rental & Dealer) Film like picture. (Germany Arri Alexa, Rental) More filmic look, used for films(short and long) but commercials and corporate have more money. (France Arri Alexa, Combination Rental & Dealer) Q14. (IF ARRI or RED) Why do your clients choose Arri or Red cameras and what features/advantages do you think these cameras have over

38 Why Red? DMC Camera Operator What is attractive is the sensor size and chip size, which allows footage with cinematographic effects, reduced depth of field, high compression. Red images are beautiful with a shallow depth of field. (France Red 1 MX, Freelance) (Germany, Arri Alexa, Freelance) Its more pro and oriented towards film/cinema. Also, I can adapt lenses from 35mm. (France Red 1 MX, Freelance own a production company) Red The real cost of a Red camera compared with Sony Super 35 is fantastic. Red is less than 20k Euros. Lots of people are using Red in commercials. (France Red 1, Freelance own a production company) Red because it is a very specific camera - for both feature films and commercials it offers great special effects and a great picture quality. (France Red 1, Freelance) Q8. (IF RED/ARRI) Why did you choose Arri or Red cameras and what features/ advantages do you think these cameras have over traditional camera brands I only do TV Drama, Red and Arri are the standard here. (Germany Red 1 MX, DOP) They are basically designed more for the professional market. Panasonics are good for other types of work like documentaries and smaller productions, but in my line of work (because of the quality that we require, Red brand has cornered the market). (UK Red 1 MX, Freelance)

39 Why Red? The Arri is too expensive for the service is offers. Red offers a far better image. Sony and Panasonic s technology is out-dated, it was outdated when it was launched. The Red provides an excellent image that no other manufacturer can offer. Sony camcorders only provide incremental changes to their cameras, often at the expense of losing a previous feature. (UK Red One & Red One MX, Rental Only) Rental House They have challenged the market and have proven to be a successful camera. It is recognised as the weapon of choice. (UK - Red One & Red One MX, Rental Only) Easy to use. (Germany Red One & Red One MX, Rental Only) The brand and their reputation from previous models. (UK Red One & Red One MX, Rental Only) Q14. (IF ARRI or RED) Why do your clients choose Arri or Red cameras and what features/advantages do you think these cameras have over They have a very cinematic approach whereas Sony and Panasonic are more broadcast. (France Red One & Red One MX, Rental Only) Value for money, it has better resolution, format and picture quality. (UK - Red One & Red One MX, Rental Only) Best camera in terms of quality, image and cinematic optics. (UK Rental Only) One MX, Rental Only)

40 When DMC Cameramen rent their cameras they will typically rent one or two cameras DMC Camera Operator Base = 30 0% 5% 10% 15% 25% 30% 35% 40% 45% 50% Just one 40% Two identical cameras 40% More than two identical cameras 7% Depends on job 7% More than two 7% (IF RENTED) How many cameras do you typically rent at one time?

41 In 70% of cases, clients typically rent just one camera 70% Base = 23 70% 60% 50% 40% 30% 30% 10% 0% Just one 16. How many cameras do your clients typically rent at one time? Rental House Two identical cameras

42 In close to 70% of cases rental companies believe that on average only 1 camera is used for each shoot 70% 60% 50% 40% 68% 30% 32% 10% 0% Only On average, how many cameras are typically used for each shoot? 2 Rental House Base = 22

43 Overall, on average DMC respondents rent a camera for 26 weeks during a typical year DMC Camera Operator Overall (26) DOP (9) Freelance (12) Freelance own a production company (5) 23 weeks 27 weeks 27 weeks 7 weeks France (8) Germany (8) UK (10) 26 weeks 16 weeks 26 weeks Drama (17) Feature Films (10) Commercials (9) 26 weeks 22 weeks 16 weeks Q14. (IF RENTED) In a typical YEAR, what is the average number of weeks you ould rent a camera for? Q15. (IF RENTED) How does this vary by production type

44 Average number of weeks a camera is rented out for by production type Rental House Overall (Base =18) France (4) Germany (6) UK (8) Drama (Base = 14) Feature film (Base = 13) Commercials (Base = 13) Days Q25. In a typical year, what is the average number of weeks a camera is rented out for? Q26 How does this vary by production type?

45 More than one third of DMC respondents primarily use Red One or Red One MX 0% 5% 10% 15% 25% 30% Red One or Red One MX 35% 34% Arri Alexa 27% Other Panasonic 12% Canon EOS 5D Mark II 7% Other Arri 5% Arricam ST/LT 5% Panasonic AJ-HPX3100 5% Q16. Which camera do you primarily use (brand & model)? 40% DMC Camera Operator 45% 50%

46 Respondents typically see their rental camcorders being used for all three DMC applications Rental House Base Drama Feature Films Commercials All three applications Don't know RED One/RED One MX Panasonic AG-AF Sony PMW-EX Arri Alexa Sony PMW-EX1/R Canon EOS 5D Mark II Panasonic HPX Sony F Sony HDW-750P The one exception is the Canon EOS 5D Mark II which is primarily being rented out to shoot commercials. 12. Which cameras are used for drama, feature films and commercials? 46

47 Batteries and tripods are the types of equipment which are most likely to be included in the rental rate 0% 10% 30% Batteries/battery chargers 78% Tripod systems 65% Camera bags 48% Lenses 35% Lights 30% 26% Monitors Matteboxes 40% 17% Microphones 9% Filters 9% 18. If other items are included in this rental rate, what are they? 50% 60% 70% 80% Rental House Base = 23

48 In half of cases, the producer influences the decision on which camera to use Rental House Base = 22 0% 10% 30% 40% 50% Producer 50% Director of Photography 41% Director 23% 14% Production Company Camera Operator 9% Rental Company 9% Q22. Who influences the decision on which camera to use? (MULTIPLE) 60%

49 In 45% of cases, the Director of Photography makes the final decision on which camera to use 0% 5% Rental House Base = 22 10% 15% 25% 30% 35% 40% 45% Director of Photography 45% Producer 36% Production Company 14% Camera Operator 9% Director 5% Lighting Cameraman 5% Rental Company 5% Q23. Who makes the final decision on which camera to use? (MULTIPLE)

50 Brand/Models which are due to be replaced within the next 12 months Rental House Two companies are planning to replace their RED One / RED One MX(s). One company will replace it with a RED Epic, the other with a Sony PMW-F3. One company is planning to replace a Super 16mm film camera with an Arri Alexa. Four other companies are planning to replace different cameras, although none mentioned the replacement model. To be replaced were: Sony HDW-750P Sony DSR-450W Sony DSR-570WSP Panasonic AG-HMC (IF YES) Which cameras are due to be replaced over the next 12 months and which cameras are you expecting to replace them with? 50

51 Key Findings DMC & Rental (Slide 1 of 3) Respondent Profiles DMC & Rental House More than a third of the DMC respondents time is spent working on dramas, with just under 30% of their time spent working on feature films. Within the rental sector, when looking at how rental revenues break down between the different types of productions, TV dramas accounted for the highest proportion at close to a quarter. The split between the different types of productions has not changed markedly during the last 12 months and is not expected to change significantly over the next 12 months. In general most of the rental houses believe that the majority of the cameras they stock are used to film across all 3 DMC applications. Close to 70% of DMC operators have used a digital camera during the last 3 years, this is highest for freelancers who own their own production company. Overall, 68% of the DMC operators who took part in the research are working with Red cameras, use of Red is highest in France, with 87% working with Red cameras and lowest in Germany, with only a quarter working with a Red camera. In Germany, Sony is used by a higher number of DMC operators. In terms of brands stocked by rental houses, Sony is the most prevalent, stocked by close to 80%, followed by Panasonic (70%) and Red (61%). Models most frequently mentioned included the RED One/RED One MX, followed by the Panasonic AG-AF101 and the Sony PMW-EX3. Half of the rental companies which stock RED One/RED One MX said it was their most popular model.

52 Key Findings DMC & Rental (Slide 2 of 3) Respondent Profiles (cont d) DMC & Rental House Around a third of DMC respondents time is spent working with Red cameras, with the Red One or Red One MX the most frequently mentioned model that has been worked with recently. In addition, more than a third of the DMC respondents who took part in the survey said that a Red One or Red One MX was their primary camera. Of those DMC camera operators working with film cameras, the majority are using 35mm film. When asked about rental habits, an equal number of DMC operators rent 1 camera as rent 2 identical cameras (40% each) and, on average, cameras are rented for 23 weeks during the year, although this did vary according to production and type of DMC operator. The view from rental houses is different, 70% believe that one camera is used on each shoot rather than multiple cameras, this is further supported by the fact that the rental house respondents claim that in 70% of cases renters are renting one camera only. The number of weeks in a year that a camera is typically rented out for differed significantly between the countries, with cameras being rented for the longest period of time in the UK and the shortest time in Germany.

53 Key Findings DMC & Rental (Slide 3 of 3) DMC & Rental House Respondent Profiles (cont d) Close to half of the rental respondents said the average daily rate for renting out a camera is between Where other types of equipment are included in the daily rental rate, it is batteries and tripods which are most likely to be part of the overall package price. When asked about replacement expectations over the next 12 months, around 40% of the rental houses interviewed said they are planning to replace some of their fleet. However, in Germany close to three-quarters of the rental houses have no plans to replace any of their camera fleet. When asked about replacement expectations over the next 12 months, around 40% of the rental houses interviewed said they are planning to replace some of their fleet. However, in Germany close to three-quarters of the rental houses have no plans to replace any of their camera fleet. In terms of decision making with regard to which camera to use, half the rental houses interviewed believe that the producer is the major influencer, while 45% believe the DOP (Director of Photography) makes the final decision, compared to a third who think it is the producer who also makes the final decision. The issue of the length of time taken to make a return on investment yielded various responses, however the majority of responses fell within the 1-3 year time frame.

54 DMC Working Conditions DMC

55 In almost 50% of cases, in a typical working day, cameras are in use for between 8-10 hours DMC Camera Operator 0% 10% 30% 40% 50% 60% 70% 80% 90% 100% Overall (41) 15% 5% 49% 29% 2% No average Over 10 hours UK (13) 31% 69% 8-10 hours France (14) 7% Germany (14) 65% 36%. In a typical working day how long are the cameras in use for? 14% 21% 50% 7% 5-7 hours Less than 5 hours

56 Overall close to 80% of DMC respondents sometimes or always use their camera in conjunction with another camera? DMC Camera Operator 100% 90% 80% 36% 33% 33% 45% 70% No 60% 50% 40% 43% 45% 47% 33% Sometimes 22% Yes 30% 10% 0% 21% Overall (42). Is your camera used in conjunction with another camera? 22% Freelance own a production company (15)

57 Average length of the production in terms of shooting days DMC Camera Operator Overall 2011 (41) Freelance (18) Freelance own a production company (15) DOP (8) Dramas Feature Films Commercials Documentaries Magazines Other Other productions mentioned: Music promos, Newsgathering and Corporate Q20. What is the average length of your productions in terms of shooting days?

58 Typical budget for the type of production respondents are involved in DMC Camera Operator Average Min Max Dramas 2,262,526 10,000 11,400,000 Feature Films 17,701, ,240 88,000,000 Commercials 133,390 10, ,000 Q21. (IF DMC) What is the typical budget for the type of productions you are involved in?

59 Feature film budget and cameras DMC Camera Operator # DMC Camera Operators Budget Primary Camera Less than 1m 8 Red One / One MX (x4); Arri Alexa (x2); Arri SR3; Arricam ST/LT 1m to 4.99m 2 Red One / One MX; Arri Alexa 5m plus 3 Red One / One MX; Arri Alexa; Panavision Millennium X Commercials budget and cameras # DMC Camera Operators Budget Less than 100, ,000 to 499, ,000 plus Primary Camera 4 Red One / One MX; Arri Alexa; Panasonic AJ-HPX3000; Panasonic AJ-HPX Red One / One MX; Arri Alexa; Arricam ST/LT; Panasonic AGHVX200 1 Panavision Millennium X

60 Drama budget and cameras DMC Camera Operator # DMC Camera Operators Budget Primary Camera Less than 1m 5 Red One / One MX; Arri Alexa; Arriflex D-21; Canon EOS 5D MkII; Panasonic AJ-HPX3700 1m to 1.99m 5 Red One / One MX (x2); Arri Alexa; Arri SR3; Panasonic AJHPX3100 2m plus 5 Red One / One MX (x3); Arri Alexa; Arricam ST/LT Price bracket of primary camera by type of productions Camera Price Bracket Drama (33) Feature Films (23) Commercials (27) High end 30k plus 49% 52% 37% Mid range 10k to 29.9k 39% 44% 41% Low end sub 10k 12% 4% 22%

61 Key Findings - DMC DMC Camera Operator Working Conditions With regard to DMC, the length of time a camera is in use varies significantly depending on the production. However, in almost 50% of cases, cameras are in use for 8-10 hours during a typical day. Daily usage is highest in the UK and lowest in Germany. In two-thirds of cases, cameras are used in conjunction with other cameras in the DMC sector. The average length of a production in terms of shooting days varied significantly, as would be expected, depending on the type of production. The longest number of days is typically spent on feature films and the shortest time is spent on commercials. There is also a huge variation in terms of the budget for productions.

62 DMC & Rental House Workflow DMC & Rental

63 Two-thirds of rental houses are offering advice on workflow Rental House Base = 23 No 35% Yes 65% Q28. Do you offer advice on workflow? If so, what do you say? Type of advice offered: Everything from designing workflow to editing the final shoot. (UK Rental) Depends on the project, type of post production, colour grading, editing software used etc. (France Red One & Red One MX, Rental) Specific advice related to a specific camera, e.g. the key features/problems with the camera. Advice on best practice. (UK Combination Rental & Dealer)

64 Almost 4 in 10 DMC respondents have no involvement in the post production of the production they work on I edit as well as shoot my content Q22. How much involvement do you have with the post production of the productions you work on? (Routing question) A lot Some DMC Camera Operator None at all

65 In 35% of cases, DMC respondents cameras record onto memory card Other Combination Tape and memory card Tape Q23. Does the camera you use most often record onto tape, film, memory card, hard disk or a combination? Hard disc and memory card DMC Camera Operator Hard-disk Drive Film Memory card

66 Three-quarters of the cameras being rented out record onto memory card Rental House Base = % 80% 60% 40% 74% 39% 17% 0% Memory card Hard-disk Drive 27. Do the cameras you rent out most often record onto film, tape, memory card, optical disk, or hard-disk drive? (MULTIPLE) Tape 13% Optical Disk

67 None of the rental houses said the cameras they rent out most often record onto film although 18% of DMC Camera Operators said the camera they use most often records onto film 80% Rental House 74% 70% 60% DMC Camera Operator Memory card 58% Film 50% 40% 39% 35% Hard-disk Drive 30% 18% 13% 13% 17% Tape Optical Disk 10% 0% DMC Camera Operators (40) 67 Does the camera you use / rent out most often record onto tape, or onto a non-linear media such as disc or a memory card? Rental Houses (23)

68 Of those DMC respondents using non-tape, the majority have a completely non-tape workflow 100% 90% 26% 80% 22% 78% 80% 33% 70% 60% 50% 40% 74% 30% 67% 10% 0% Overall (23) Freelance own a production company (9). (IF NON-TAPE) Is your workflow completely non-tape?. (IF NO) In what situations are you transferring to tape? DMC Camera Operator (IF NO) In what situations are you transferring to tape? [Base: 5] Delivery to client (4) Archive (2) Transfer between sites No (1) Back up on set (1) Yes Only for 35mm copy (1)

69 Why DMC respondents are transferring to tape? DMC Camera Operator Only for 35mm copy. I do all post production in digital then scan images to do 35mm copy to distribute to cinemas. (France Arri Alexa, Freelance) Requires extra person on set. Takes more time at the end of the day. Rarely lose takes but this has happened! Misunderstanding i.e. not understanding that tapeless workflow has many different systems (UK Red 1, DOP) Respondents are predominantly transferring to tape to deliver to clients. Transfer between sites, archive, delivery to client and back up on set. In order to complete the post process. It happens digitally in either the editing or the grading, even if it originated on film. (UK Arri Cam LT, DOP) 26. Situations transferring to tape - Why is this? Delivery to client, because it is a film based camera. (UK - Arri Alexa Studio35, Freelance Archive, delivery to client. Client wants a physical object. (Germany - Panasonic HPX3000, Freelance own a production company)

70 Hard Disk is the most popular way of backing up data for DMC respondents DMC Camera Operator Base = % 90% 80% 70% 60% 50% 92% 40% 30% 10% 0% 5% To hard disk How do you back up the data? To Videotape 3% To PC 3% To LTO tape

71 Rental companies said that the vast majority of their clients back up data using hard disk Rental House Base = % 90% 80% 70% 60% 50% 40% 30% 10% 0% 95% To hard-disk 29. How do your clients back up their data? 18% To PC 9% To videotape

72 Problems DMC respondents find with tapebased and tapeless workflow DMC Camera Operator No problems cited with tapebased workflow. A few glitches with cards. Must have high quality memory cards and many of them. (UK Arri Alexa, Freelance) Sometimes if we are filming, for example explosions, with a memory stick they don't like it. Anything that vibrates too much stops it recording. The same thing happens sometimes with hard drives if you are filming in a car, it doesn't like the movement. (UK Red 1 MX, Freelance) Q28. What problems do you have with your tape-based workflow? Q29. What problems do you have with your tapeless workflow? Problems experienced with tapeless workflow were quite broad Problem is one of standards - they change with the cameras and manufacturers (codecs). So we have to evolve our postproduction in conjunction with these. (France Red 1, Freelance) Requires extra person on set. Takes more time at the end of the day. Rarely lose takes but this has happened! Misunderstanding i.e. not understanding that tapeless workflow has many different systems (UK Red 1, DOP)

73 AVID and Final Cut Pro are the most mentioned tools used during post production by DMC respondents DMC Camera Operator Base = 26 80% 70% 60% 50% 40% 30% 65% 54% 10% 0% 12% AVID What tools are you using in post production? Final Cut Pro Adobe Premier 8% Flame

74 More than one third of DMC respondents never use Metadata 0% Overall (32) 22% 40% 13% 3% 60% 28% DMC Camera Operator 80% 100% 34% Never Freelance (15) 27% 13% Rarely 40% Occasionally 25% own a production company (8) 13% 25% 37% Most shoots Every shoot DOP (9). How much do you use metadata? 11% 11% 11% 45% 22%

75 In terms of Metadata - what is important? DMC Camera Operator Dates and camera operator information (Germany Panasonic HPX 3700, Freelance own a production company) Day it was shot, interior, exterior, lens, filter and exposure (UK Red 1, DOP) Mixed views were cited on what is important in terms of metadata Use all the technical details of the shot, even want the hook it is shot with. Perfect if you can scroll back to see the shot (Germany Arri Alexa, Freelance) Measurements and lens size. (UK Arri Alexa, DOP) A lot for colour grading, but not me and not in 35mm, but good in order to have info on temp of colour, camera sensitivity, enables original picture to be more coherent (France Red 1 MX, Freelance own a production company) Q32. (IF USE METADATA) What is important for you in terms of metadata?

76 Is there a link to post production via Metadata? DMC Camera Operator - Almost a quarter of respondents advised that there was a link to post production via metadata The balance was a mix of no, unaware or not involved in post production All picture information can have even information on focus, iris is important particularly when using special effects. It is also important to have information to match back e.g. colour, lighting etc. (France Red 1 MX, Freelance own a production company) Links cited were quite broad Yes, they appreciate all the metadata. (Germany Panasonic HPX-300, Freelance own production company). Is there any link to Post Production via metadata e.g. ASC CDL? Yes keep link along the whole chain (France Red 1, Freelance) The camera assistant enters metadata, Ram-cards go to the postproduction house (Germany Red 1 MX, DOP)

77 Only of DMC respondents use on-set colour grading DMC Camera Operator 100% 87% 90% 80% 80% 78% 75% 70% 60% Yes 50% 40% No 30% 25% 22% 13% 10% 0% Overall (40). Do you use any on-set color grading? E.g. Speedgrade? Freelance own a production company (15)

78 Over half (53%) of rental company clients do not use any on-set colour grading according to rental houses Rental House Base = 23 Yes 17% No 53% Don't know 30% 30. Do your clients use any on-set color grading? E.g. Speedgrade?

79 Why use on-set colour grading? The camera operator does grading before it goes to post production for optimising results. (Germany Red One & Red One MX, Rental Only) To have more precise film image rendering. (UK Red One & Red One MX, Rental Only) Influence cameraman over post production. (Germany Arri Alexa, Combination Rental and Dealer) Why use on-set colour grading? Generally there is no time. (France Red One & Red One MX, Rental Only) As it is new technology, clients do not know how to use it. (UK Rental Only) Most do not use onset colour grading Do not use in news etc. (France - Combination Rental & Dealer) It is part of post production. (Germany Canon EOS 5D Mark II, Combination Rental & Dealer) Q31. Why is this? Rental House We provide it as a company as we have our own post production facilities. (UK Red One & Red One MX, Rental Only) Clients don t really know how to use it, they prefer to edit on location rather than grading on location. (UK Red One/Red One MX, Rental Only) Not used in news or corporate, more for cinema. (France Combination Rental and Dealer) Colour grading isn t an issue with the Red, metadata is often used instead. (UK Red One & Red One MX, Rental Only)

80 Key Findings DMC & Rental (Slide 1 of 2) DMC & Rental House Work Flow Close to 40% of DMC camera users have no involvement in post production, while only 14% have a lot of involvement and just 2% editing as they shoot. Over a third of DMC operators are recording onto a memory card, while 17% use tape. Use of memory cards is highest amongst freelancers who own their own production company and lowest amongst DOPs. Where rental houses are concerned, three-quarters of the cameras which are being rented out record onto memory card, while around 17% use tape. Of those DMC camera operators who are using non-tape based solutions, three-quarters have a completely non-tape workflow. When DMC respondents are transferring to tape it is typically to deliver content to clients, or for archiving. Two-thirds of rental houses stated that they offer advice to their customers on workflow. The type of advice given could be related to aspects of use for specific cameras or could be on the workflow process itself. Hard disk is by far the main method used by both DMC camera operators and rental house customers to back-up data, being used in over 90% of cases in both sectors.

81 Key Findings DMC & Rental (Slide 2 of 2) DMC & Rental House Work Flow (cont d) When discussing tools used by DMC camera operators in post production, Avid and Final Cut Pro were mentioned most often. Use of metadata varies, with a third of DMC respondents using metadata on most or every shoot, while a third never use it. Although, almost a quarter of respondents did advise that there is a link to post production via metadata. Of the DMC operators that took part in the research only 1 in 5 are using on-set colour grading. Rental houses concurred, saying half their clients do not use onset colour grading, while they believe that a third of their clients do not know how to use it. The main reasons why onset colour grading is not used, according to rental houses, is because of a lack of time or because clients are not sure how to do it.

82 DMC & Rental House Current Camera DMC & Rental 82

83 Nearly one third of DMC respondents mentioned Ease of use as the key reason for selecting DMC Camera Operator their camera Base = 42 0% 5% 10% 15% 25% 30% 35% Ease of use 31% Value for money 24% Picture Quality 24% Cost 21% Futureproofed technology 19% Functionality Reliability 14% 12% Durability 10% Ergonomics (design) 10% Q35. Thinking about the camcorder you primarily use what are the key reason(s) for purchasing/or renting this camera? Other Comments mentioned: A real HD which is the double of standard HD, whilst Sony and Panasonic have quite small HD cameras. Red is revolutionary. (Freelance, France, RED One) Depth of field, Amount of grading, PL mount lenses. (DOP, UK, RED One) Zeiss lenses, up to 75 Pictures. (Freelance, Germany, Arri Other) Simpler workflow. (Freelance own a production company, France, RED One)

84 Reasons for purchase by camera price bracket DMC Camera Operator Arri (15) RED (14) Panasonic (7) High End (17) Mid Range (17) Low End (7) Ease of use 47% Value for money 43% Ease of use 43% Ease of use 41% Value for money 35% Value for money 43% Picture Quality 40% Cost 36% Futureproofed Technology 43% Picture Quality 35% Cost 35% Picture Quality 43% 3 Reliability Functionality 21% Value for money 29% Reliability 24% Functionality 24% Functionality 29% 4 Durability Ease of use 21% Functionality 29% Durability 24% Ease of use 24% Ease of use 29% 5 Futureproofed technology Customer / producer choice 29% Futureproofed Technology 18% Futureproofed technology 24% Ergonomics (aesthetics) 14% 6 Ergonomics (Design) Cost 14% Ergonomics (design) 18% Cost 14% 7 Low noise Format 14% Accessories 18% Futureproofed technology 14% 8 Accessories 13% Low Noise 18% Format 14% 9 Viewfinder quality 13% Viewfinder Quality 12% Customer/producer choice 14% Q35. Thinking about the camcorder you primarily use what are the key reason(s) for purchasing/or renting this camera? Versatility 12%

85 Almost half (48%) of rental respondents mentioned Functionality as the key reason for clients choosing a particular camera 0% 5% Rental House Base = 23 10% 15% 25% 30% 35% 40% 45% 50% 55% Functionality 48% Price 30% Value for money 17% Reliability 13% Ease of use 13% dation from colleague/friend/dealer etc 13% Picture Quality 9% Brand Reputation 9% Picture look e.g. filmic 9% Q32. What are the key reasons for your clients choosing a particular camera?

86 Two thirds of DMC responders are extremely likely to recommend the camera they primarily DMC Camera Operator use to their colleagues 5 = extremely likely = not at all likely 100% 90% 33% 80% 70% 86% 50% 100% 40% 59% 30% 0% 43% 30% 7% 10% 5% 7% Overall (40) Arri (15) 8% RED (12) Panasonic (7) Canon (4) Q.36 How likely are you to recommend this model of camera to colleagues / 86peers? Mid Range (17) Low End (7) 5 = extremely likely 88% 35% 71% 4 6% 47% 29% 3 6% 6% 0% 2 0% 0% 0% 1 = not at all likely 0% 0% 0% 57% 65% 60% High End (17)

87 What satisfies you most about your camera? DMC Camera Operator A simple menu, not too many pixels and a good sensor. (Germany Arri Alexa, Freelance) Its my favorite camera, I like the fact that accessories are for film; not TV. (France Arri Alexa, Freelance) Picture quality, great brand and high quality accessories. (France Arri Alexa, Freelance own a production company) It is built to last (UK Arri Alexa Studio 35, Freelance) Arri Alexa camera operators cited picture quality (5), simplistic menus (2) and high quality accessories (3) as key elements of satisfaction Its simplicity. It doesn't have excessively complicated menus, it does do what it says on the can unlike the Red cameras which have fairly complex systems. They have a system of image capturing, they have a certain range of light they can accept but that varies according to the distance you are in. With an Alexa, it has a range that it accepts and maintains so it is more predictable. (UK Arri Alexa, DOP) Q37. What satisfies you most about the camera you purchased/rented most recently? Arri Alexa is the break through: It has perfect surroundings, all the accessories fit and a larger contrast range to 14 apertures as opposed to 10. (Germany Arri SR3, Freelance) Reliable, easy to use and well tested. (Germany Arri Cam ST/LT, Freelance) Very good exposure ratio, can cope with 14 stops per latitude. (UK Arri Alexa, Freelance)

88 What satisfies you most about your camera? DMC Camera Operator The fact it is autonomous at an affordable price (France Red 1 MX, Freelance own a production company) No major problems, always reliable. (UK Red 1, Freelance) The flexibility of the picture, when you have the raw image, you can then really do a lot to it. (France - Red 1, Freelance) Great pictures; almost as good as 35mm. (Germany Red 1 MX, DOP) Ease of use and price. (France Red 1 MX, Freelance own a production company) Red camera operators cited price (3) as a key satisfaction element Cheaper than the Arri Alexa. (France Red 1 MX, Freelance) Picture quality. (Germany Canon 5D, Freelance own a production company) Canon DSLR operators cited picture quality (3) and price (2) as key elements of satisfaction Q37. What satisfies you most about the camera you purchased/rented most recently? Quality achieved with costs under 6,000 Euros including lenses (Germany Canon 5D, Freelance) I like it - its familiar (as I ve used it for stills before), the picture quality is fantastic, it has a larger sensor so you have a pleasing depth of field and quite a big range of choices due to the back focus on the Canon lens (which is longer than other manufacturers). Also, you can do things that you cannot do with Arri, for example, put it on a bike. (France Canon 7D, Freelance own a production company)

89 Rental houses said functionality was by far the most mentioned camera aspect from their clients perspective (61%) 0% 10% Functionality 22% Size & Weight 13% Picture quality 13% After sales service and support 9% Latest technology 9% Cost 9% 33. What do your clients like about the cameras? 30% 61% Reliability 40% 50% 60% Rental House Base = 23 70% Depth of field like that on 35mm cameras, 4K resolution, sensitivity (light), large sensor, ability to work in poorly lit conditions. (France Red One & Red One MX, Rental Only) Iconix is a unique bullet-like camera with HD quality so it can go into burrows and trees etc. (UK Combination Rental & Dealer)

90 One third of DMC respondents have no frustrations with their camera DMC Camera Operator Base = 42 0% 10% 30% 40% 33% None 29% 17% Viewfinder 7% Ergonomics 7% 7% Weight Overall (42) 10% Arri (15) 14% Panasonic (7) Viewfinder issues with: 5% 14% 5% 14% What frustrations do you have with this camera? (Probe) Red One / One MX (x4) Arri Alexa (x3) Arri Cam ST/LT (x2) Panasonic AJ-HPX3100 (x2) Panasonic Unknown Model (x2) RED (14) 21% 7% Firmware bugs Size No frustrations with the: 7% Functionality 57% 10% 14% 60% 40% 27% 14% 50% Arri Alexa (x3) Red One / One MX (x2) Arri SR3

91 43% of rental houses claimed their clients did not have any dislikes about the cameras they used. Where dislikes were mentioned, size and weight were cited most frequently Rental House Base = 21 50% 45% 40% Format confusion. (Germany Arri Alexa, Combination Rental & Dealer) Some of the old-school users of film cameras find using digital degrading to their sensibilities. (UK Red One & Red One MX, Rental Only) 35% 30% 25% 43% 15% 24% 10% 14% 5% 0% Nothing Size & Weight 34. What do your clients dislike about the cameras? Cost 10% Reliability

92 How could your camera make your job easier? DMC Camera Operator Lighter weight. A big problem with digital stuff is that it imposes technology on set, whereas with film, we just needed one person to change the film. It s a lot more laborious now. (France Arri D21, Freelance) Make it lighter. (Germany Red 1 MX, DOP) A quarter of respondents cited lighter cameras would make their job easier Ability to switch eyepiece over (viewfinder) would be very helpful and a more adaptable support system is required for the eyepiece i.e. bendy so you can put it in any position. (UK Arri Alexa, Freelance) Being able to record straight on to cards, use a wide range of lenses and having a decent eye piece. (UK Arri Alexa, DOP) A few respondents cited that a superior eye piece/view finder would be beneficial Viewfinder could be larger. (Germany Arri Alexa, Freelance) Q39. Thinking about your day-to-day role, how could your camera make our job easier? Ergonomics are a problem, not convinced re rig. Balance - weight of lens pulls camera down at front (France Canon 7D, Freelance own a production company) Other Comments Interchangeable affordable chip cards. (Germany Canon 5D, Freelance own a production company) Would prefer to need to use less lighting, to be quicker when filming (France Red 1 MX, Freelance)

93 How could a camera make a clients job easier? Rental House Option of instant playback. (UK Rental Only) As the cameras are very complex and growing increasingly more complex, people often need a technician to give them confidence. (UK Combination Rental & Dealer) Robustness, no codec. (Germany - Arri Alexa, Combination Rental & Dealer) Q35. Thinking about your clients day-to-day roles, how could a camera make their job easier? Workflow and compatibility. Germany Red One & Red One MX, Rental Only)) Fully tapeless work flow and memory cards. (Germany - Panasonic AGAF101, Rental Only) How could a camera make a clients job easier? Cheap and accessible media. (UK Red One & Red One MX, Rental Only) Affordable with interchangeable cards or media. Germany Arri Alexa, Rental Only)

94 How could a camera make a clients job easier? Rental House Trend is towards the very small. I would like them to be a bit bigger, shoulder camcorders but lightweight. (France Combination Rental & Dealer) Cameras need a simpler way to sync to the sound technician. The menu systems on the camera also need to be simplified. (UK Red One & Red One MX, Rental Only) If cameras were cheaper, filmmakers could buy their own. The companies would sell more and the film-makers would make more. (UK Red One & Red One MX, Rental Only) Professional audio input. (Germany - Red One & Red One MX, Rental Only) Q35. Thinking about your clients day-to-day roles, how could a camera make their job easier? Work with quite basic cameras, but they are now more fragile. Also, when the card blows the repair takes weeks and the camera is out of action. (France Rental Only) How could a camera make a clients job easier? Ease of use. (Germany - Canon EOS 5D Mark II, Combination Rental & Dealer ) Weight reduction. (France Combination Rental & Dealer) They could be taught how to use the features on the camera. (UK Red One & Red One MX, Rental Only)

95 Key Findings DMC & Rental (Slide 1 of 2) DMC & Rental House Current Camcorder The key reason among DMC camera operators overall for purchasing or renting their current camera was ease of use, cited by a third of respondents. This was followed by value for money and picture quality, which was mentioned by a quarter of respondents. Rental respondents however, said functionality was the leading reason why their clients choose particular cameras, followed by price. Within the DMC sector, key elements of satisfaction with their camera differed by brand: Red users were more likely to cite price as the key satisfying element, while Arri users highlighted picture quality and Canon users mentioned picture quality and price. Rental houses on the other hand cited functionality once again as the camera aspect that is most liked by their clients, this was followed by reliability. When talking about frustrations with their current camcorder, a third of DMC respondents could not think of any. The remaining DMC respondents highlighted a number of issues, with close to 1 in 5 mentioning issues with the viewfinder.

96 Key Findings DMC & Rental (Slide 2 of 2) DMC & Rental House Current Camcorder (cont d) 43% of rental houses stated that their clients dislike nothing about the cameras used. Those who did mention aspects of the cameras that they do dislike, were most likely to mention size and weight. Other dislikes included cost and reliability. DMC respondents were also asked what would make their job easier, with a quarter highlighting a lighter camera. Despite highlighting some frustrations, two-thirds of DMC respondents would recommend their current brand/model of camera to a colleague or peer.

97 The top 10 most important reasons for purchasing or renting a particular camera DMC Camera Operators (42) 97 DMC Camera Operator Rental Houses (23) 1 Ease of use 31% Functionality 48% 2 Value for money 24% Cost 30% 3 Picture Quality 24% Value for money 17% 4 Cost 21% Ease of Use 13% 5 Futureproofed technology 19% Reliability 13% 6 Functionality 14% 7 Rental House Dislikes/Frustrations with their most used/popular camera DMC Camera Operators (42) Rental Houses (21) 1 None 33% None 43% Brand 13% 2 Viewfinder 17% Size & Weight 24% Reliability 12% Picture Quality 9% 3 Ergonomics 10% Cost 14% 8 Durability 10% Picture Look e.g. Filmic 9% 4 Size & Weight 4% Reliability 10% 9 Ergonomics (design) 10% Weight 10% 5 10 Customer/producer choice 7% Ergonomics (design) 4% Firmware Bugs 7% What are the key reason(s) for purchasing/or renting this

98 DMC & Rental House Decision-Making Process DMC & Rental 98

99 In 34% of cases, the Producer has the final decision on which product to rent/purchase DMC Camera Operator Base = 41 35% 30% 25% 34% 15% 32% 27% 10% 15% 10% 5% 0% lance DMC Cameraman (includes some respondents) Q40. Who makes the final decision on which product to rent/purchase? Director 7%

100 Picture quality followed by Reliability were rated as the most important features by DMC respondents Don't Know 5 = Very Important Q41. Could you please rate the following key decision making criteria in terms of importance when deciding which type of camera to purchase/use? Using scale of DMC Camera Operator Base = 42 1 = Not at all Important

101 Price is significantly more important to respondents currently using a low end camera (as their primary camera) than those using mid and high end cameras DMC Camera Operator Base = Picture Quality Reliability Ease of use 4.12 Features 3.73 After sales service and support Price Relationship with Manufacturer Relationship with Dealer Brand Q41. Could you please rate the following key decision making criteria in terms of importance when deciding which type of camera to purchase/use? Using scale of High End Mid Range Low End

102 The vast majority of rental respondents (96%), believe that post production workflow has some or strong influence on the rental decision 0% No influence 10% 30% 50% 60% 70% 4% Some influence Strong influence 40% 70% 26% Q36. How much influence does the post production workflow have on the rental decision generally? Rental House Base = 23

103 In 88% of cases, resellers/dealers have no influence on purchase decisions according to DMC respondents DMC Camera Operator 100% 6% 6% 90% 17% 11% 80% Strong influence 70% 60% 50% 40% 88% 83% 30% 89% Some influence No influence 10% 0% Overall (16) 42. (IF OWN) How much influence do resellers/dealers have on urchase decisions? Freelance (6) Freelance own a production company (9)

104 More than half of DMC respondents reported that rental companies have at least some influence DMC Camera Operator on the choice of camcorder 100% 90% 15% 9% 13% 29% 80% 70% 25% 36% Strong influence 38% 60% 50% 57% 40% 30% 47% 62% 55% No influence 10% 0% Some influence 14% Overall (26) Freelance own a production company (8) 43. [IF RENTED] How much influence did a rental company have on choice of amcorder?

105 74% of rental respondents claim that they have some/strong influence on their clients choice of camera 0% 10% No influence 30% 50% 17% Some influence 44% 30% Strong influence It depends 40% 9% Q37. How much influence do you as a rental company have on your clients choice of camera? Rental House Base = 23

106 In the majority of cases where the respondent does not have the final decision, they still believe they have some influence DMC Camera Operator 100% 11% 90% 80% 38% 42% 70% Strong influence 60% 80% 50% 89% Some influence 40% 30% 58% 50% No influence 10% 0% 4% Overall (26) Q44. [IF NOT RESPONDENT] How much influence do you have over the final choice of camera? 8% Freelance own a production company (9)

107 For the majority of DMC respondents, tried and tested equipment is more important than using the latest technology Important to use latest technology Q45. Do you always want to use or buy the latest technology or is tried and tested equipment more important to you and why? Prefer tried and tested DMC Camera Operator

108 Prefer to use tried and tested DMC Camera Operator I only work with products that are fully developed and fully tested. (Germany Arri Cam ST/LT, Freelance) The majority of respondents who stated a preference for tried and tested technology said the main reasons were reliability and confidence that it would be less likely to fail on set. I don't want to come unstuck when I am shooting. I don't want to be the guinea pig. (UK Arri Cam LT, DOP) I need to know that it is going to work under any kind of circumstances. To me, a camera that works every single time without any fuss is the most important thing of all. (UK Arri Alexa Studio 35, Freelance) Latest technology is too expensive. (Germany Canon 5D, Freelance own production company) 46. Why is this? Other Comments Depends on the client. Some want the latest whereas others are risk averse. (France Panasonic Varicam, Freelance own production company)

109 Important to use latest technology DMC Camera Operator To keep up with developments at broadcasters. (Germany Panasonic HPX-3700, Freelance own a production company) Like new technology, seeing what it can do, testing it and seeing if it is suitable. (France Red 1 MX, Freelance) Almost half of the respondents who prefer to use the latest technology do so to be competitive It is just an advancement on what we've been doing instead of something that we know and we know it works. If we want to push the limits and want to do all the things, it is just an edge on what we do. (UK Red 1 MX, Freelance) To be ahead of the game, always looking for new shots etc. (UK Red 1, Freelance) Workflow and ease of use. (Germany Arri Alexa, Freelance) Other Comments Love newest technology. (France Canon 7D, Freelance own a production company) 46. Why is this?

110 Two thirds of rental respondents stated that it is important or extremely important for their clients Rental House to trial the product first Base = 22 35% 30% 25% 32% 15% 10% 14% 5% 5% 0% Q.38 When renting a new camera, how important is it for your clients to trial the product first? Using scale of 1-5, where 1= not at all important and 5= extremely % 35%

111 Key Findings DMC & Rental (Slide 1 of 2) Decision Making Process DMC & Rental House 34% of DMC respondents stated that the Producer is responsible for making the final decision regarding which camera to purchase or rent. This was closely followed by Directors of Photography (which accounted for 32% of respondents). This supports the focus group findings where Producers (and other money men ) were cited as the main decision makers. Where users were not the final decision makers, almost all (96%) the respondents felt that they have some influence over the choice of camera, with 38% feeling that they can exert strong influence. Picture quality was the highest rated decision making criteria among DMC camera operators, with 98% of respondents stating that it is very important. Picture quality was followed by reliability, with 90% of respondents saying it was very important. Ease of use and features were the next most mentioned criteria. Price and after sales service and support were the least important criteria (with only 7% of respondents regard these factors as very important). This reflects the findings from the focus groups in that these professionals are artists who care most about how the camera does its job and the results which are produced, rather than its price or any other external factors.

112 Key Findings DMC & Rental (Slide 1 of 2) DMC & Rental House Decision Making Process (cont d) In the vast majority of cases (88% of DMC respondents), resellers/dealers have no influence on camera purchase decisions. However, where DMC respondents are using rental companies, over half (53%) stated that the rental house had some or strong influence on the choice of camcorder. With regard to the influence rental houses have on their clients choice of camera, 74% believe they have some or a strong influence on the selection decision. Furthermore, nearly all rental respondents feel that post production has some or strong influence on the rental decision, only 4% felt that post production has no influence. Overall, when selecting a camcorder, the majority of DMC users (62%), prefer tried and tested equipment over the latest technology (38%). The main reason for preferring tried and tested is its reliability and the fact that it is less likely to fail on set. This is supported by the findings from the rental sector, where 67% of rental houses stated that it is important/extremely important for their clients to trial the product first.

113 DMC & Rental House Product Specifications DMC & Rental Product Specifications 113

114 Quiet (Silent) operation was most frequently mentioned as a must have feature Feature DMC Camera Operator Total Mentions Mentions As Must Have Mentions As Nice To Have Mentions As Not Important Quiet (Silent) Operation K Resolution High Frame Rates x 1080 HD Variable Frame Rate :4:4 Colour Sampling K Resolution Large Sensor :2:2 Colour Sampling ProRes codec RED RAW XDCAM EX codec Speed Rampling bit Recording bit Recording HDCAM SR codec CMOS CCD Q47. Which features / technologies are considered nice to have, must have, and which are not important? [UNPROMPTED] 114

115 4K Resolution was the most frequently mentioned must have feature by rental respondents Feature Rental House Total Mentions Mentions As Must Have Mentions As Nice To Have Mentions As Not Important 4K Resolution x 1080 HD Quiet (Silent) Operation Large Sensor K Resolution :4:4 Colour Sampling :2:2 Colour Sampling Potential depth of field Variable Frame Rate RED RAW XDCAM EX codec High Frame Rates HDCAM SR codec CCD ProRes codec bit Recording bit Recording Speed Rampling CMOS Q39. Which features/technologies are considered nice to have, must have, and which are not important? [UNPROMPTED] 115

116 Which features and technologies are must haves according to DMC respondents? Quiet (Silent) Operation 1.75 High Frame Rates Importance Scale Must Have 1920 x 1080 HD Nice to Have Large Sensor Not Important Variable Frame Rate K Resolution Speed Rampling :4:4 Colour Sampling CMOS K Resolution 0.59 CCD :2:2 Colour Sampling 0.45 RED RAW 0.25 HDCAM SR codec 0.22 ProRes codec 0.20 XDCAM EX codec bit Recording bit Recording DMC Camera Operator Each feature scored 2 points for each must have rating and 1 for each nice to have. 1 point is lost when a feature is rated not important. This score is then divided by the number of mentions to get the Average Importance Score Most Frequently Mentioned Must Have: Quiet (Silent) Operation 15 Nice To Have: Variable Frame Rate 11 Not Important: 12 bit Recording 6

117 Which features and technologies are must haves, according to rental respondents? x 1080 HD Quiet/Silent Operation 1.55 Large sensor 4:2:2 colour sampling :4:4 colour sampling 1.29 Potential depth of field K Resolution Variable frame rate CCD 0.83 XDCAM EX codec 0.80 HDCAM SR codec 0.80 RED RAW CMOS 0.60 Speed ramping 10 bit recording bit recording 0.00 ProRes codec Must Have 1.0 Nice to Have -1.0 Not Important K Resolution High frame rates Importance Scale Rental House Each feature scored 2 points for each must have rating and 1 for each nice to have. 1 point is lost when a feature is rated not important. This score is then divided by the number of mentions to get the Average Importance Score Most Frequently Mentioned Must Have: Nice To Have: 4K Resolution 7 Potential Depth of Field 6

118 Most Important Features DMC Camera Operator Rental House 1 2 DMC Camera Operators Rental Houses Quiet (Silent Operation) X 1080 HD 1.86 High Frame Rates 1.31 Quiet/Silent Operation 1.86 Importance Scale 2.0 Must Have 1.0 Nice to Have -1.0 Not Important DMC Camera Operators: Most Frequently Mentioned Must Have: Variable Frame Rate 1.22 Large Sensor K Resolution K Resolution x 1080 HD :2:2 Colour Sampling Which features / technologies are considered nice to have, must have, and which are considered not important? Each feature scored 2 points for each must have rating and 1 for each nice to have. 1 point is lost when a feature is rated not important. This score is then divided by the number of mentions to get the Average Importance Score Quiet (Silent) Operation 15 Nice To Have: Variable Frame Rate 11 Not Important: 12 bit Recording 6 Rental Houses: Most Frequently Mentioned Must Have: Nice To Have: 4K Resolution 7 Potential Depth of Field 6

119 Picture quality was mentioned as an extremely important element by all DMC respondents DMC Camera Operator Base = 42 5 = Extremely Important 4 Q48. Aside from the technical specifications and features, could you please rate the following areas in terms of importance? Using scale of 1-5 where 1 = not at all important and 5 = extremely important = Not at all Important

120 Importance by current primary camera price bracket DMC Camera Operator Base = High End Mid 4.29 Range 3.71 Low End Picture Quality Durability Ergonomics Flexibility Lightweight Compact Size 3.07 Cost Palm / Handheld The look of the product Q48. Aside from the technical specifications and features, could you please rate the following areas in terms of importance? Using scale of 1-5 where 1 = not at all important and 5 = extremely important 4.83

121 Picture quality and Durability were mentioned by all rental respondents as being important or Rental House extremely important Base = 23 5 = Extremely Important 4 Q41. Aside from the technical specifications and features, could you please rate the following areas in terms of importance? Using scale of 1-5 where 1 = not at = Not at all Important

122 Most important camera features by respondent type DMC Camera Operator DMC Camera Operator: Base= Rental Houses: Base= Rental House 4 5 Picture Quality 5 Picture Quality 4.78 Durability 4.64 Durability 4.74 Ergonomics 4.6 Cost Flexibility 3.88 Ergonomics Light-weight 3.86 Compact Size 3.87 Compact Size 3.76 Light-weight 3.83 Cost 3.74 Flexibility Palm / Handheld 3.66 Palm / Handheld 3 The look of the product 2.7 look of the product Aside from the technical specifications and features could you please rate the following areas in terms of importance. Using scale of 1-5 where 1 = not at all important and 5 = extremely important 3.65 DMC Camera operators and Rental Houses agree that Picture Quality and Durability are the most important Camera features, but the Rental Houses believe that greater importance is placed on cost by DMC Camera Operators than is actually the case.

123 In 57% of cases, DMC respondents require their camera to shoot in 4K DMC Camera Operator Base = 38 60% 50% 40% 30% 57% 47% 10% 11% 0% 17% 4% Shoot at up to 50FPS Q49. What percentage of time do you require a camera to do the following? (PROMPT) Shoot at up to 120FPS Shoot in 4K

124 For over half of camera rentals (55%), the camera is required to shoot at up to 50fps Rental House Base = 18 0% 10% 30% 40% Cameras shooting at up to 50fps Cameras shooting at up to 72fps ameras shooting at up to 120fps oting at rates higher than 120fps 50% 60% 55% 7% 12% 15% Shooting in 4K resolutions Q40. What percentage of camera rentals require the following? (%) 33%

125 Describe your ideal camera in a sentence Slide 1 of 4 DMC Camera Operator Variable frame rate, an optical viewfinder, a variable shutter, ergonomic and reliable. (UK - DOP) A large sensor, an easy menu - a 35mm film camera. (Germany Freelance) A camera that has been developed in close contact with videographers. (Germany Freelance) Best possible picture quality, intuitive handling with a digital workflow. (Germany Freelance) Users Fairly lightweight, easy to handhold, a sensible ergonomic design, durable, reliable, good picture quality, PL mount and straightforward. (UK DOP) A solid, durable and reliable piece of equipment. (UK Freelance) Q50. If you could describe your ideal camera in a sentence, what would it be? Flexible film and digital, highly ergonomic, no cables. (Germany - Freelance)

126 Describe your ideal camera in a sentence Slide 2 of 4 DMC Camera Operator Picture quality, flexibility (of picture) and really HD. (France - Freelance) Reliability, durability, light sensitivity, lightweight and a clear difference between blacks and whites. (France - Freelance own a production company) Light camera with a large aperture. (Germany - DOP) The Alexa. (France - Freelance) A 35mm chipped, easily handholdable, lightweight black box. (UK DOP) Users The Alexa with 50+ FPS as standard. (UK DOP) Q50. If you could describe your ideal camera in a sentence, what would it be? Versatile, reliable and fairly lightweight. (UK Freelance) Reliable, ergonomically correct and good quality. (UK Freelance)

127 Describe your ideal camera in a sentence Slide 3 of 4 Professional look, shoulder, lightest possible weight. (Germany - Freelance own a production company) Good value, same quality as the Red with accessories that are non proprietary, tape and digital, good ergonomics. (France - Freelance own a production company) Users Affordable, reliable, compact and high picture quality. (UK DOP) DMC Camera Operator Huge chip, film look, PL35mm lenses, codec better than AV CAM, lightweight. (Germany Freelance own a production company ) Q50. If you could describe your ideal camera in a sentence, what would it be? Interchangeable lenses and no menu control. (Germany Freelance own a production company)

128 Describe your ideal camera in a sentence Slide 4 of 4 Low cost, high quality of picture as in Canon 5D. (Germany - Freelance own a production company) DSLR Users Small, easy to use, robust. (Germany Freelance own a production company) Q50. If you could describe your ideal camera in a sentence, what would it be? DMC Camera Operator Intuitive menu, low cost, compatible. (Germany Freelance)

129 Clients ideal product in a sentence according to rental respondents Simplicity. (UK Rental Only) Panasonic DMCGH2 with full HD, chip and the film-like look of the Canon EOS 5D Mark II. (Germany Canon EOS 5D Mark II, Combination Rental & Dealer) Fast, reliable, high quality and affordable. (UK Red One & Red One MX, Rental Only) Q46. If you could describe your clients ideal camera in a sentence, what would it be? Rental House Ease of use. (Germany Red One & Red One MX, Rental Only) A variety of comments were made. Low price, good size and good weight. (Germany Arri Alexa, Combination Rental & Dealer) A product that is flexible and honest. (UK Combination Rental & Dealer) Compact, weighs under 10-15kg, XDCam HD sensor and compromise for customers not wanting card based. (France Combination Rental & Dealer)

130 Clients ideal product in a sentence according to rental respondents A camera with a huge dynamic range. Light sensitivity, high resolution and frame rates and affordable. (UK Red One & Red One MX, Rental Only) Full format and HD. (Germany Panasonic AG AF101, Rental Only) Better, smaller and cheaper. (UK Red One & Red One MX, Rental Only) A variety of comments were made. Light and compact with a large sensor. A good dynamic range, slow motion with a good codec that you can work with directly e.g. Red RAW. (France Red One & Red One MX, Rental Only) Q46. If you could describe your clients ideal camera in a sentence, what would it be? Has to be just like a movie/film camera. (Germany Arri Alexa, Rental Only) Picture quality and good ergonomics. (France Combination Rental & Dealer) Durable, high resolution and available. (UK Red One & Red One MX, Rental Only) Rental House

131 What else could a manufacturer do to make your clients job easier? (Slide 1 of 2) Variable ND option behind the lens, so you can switch with or without on the same aperture. (UK Rental Only) Sony need to talk more to Apple; all problems are due to a lack of compatibility between them. (France Sony PMW-EX3, Combination Rental & Dealer) Price. (Germany - Canon EOS 5D Mark II, Combination Rental & Dealer) Quality of service. (Germany Arri Alexa, Combination Rental and Dealer) Q42. Aside from specific technical issues, what else could a manufacturer do to make your clients jobs easier? Respondents highlighted a number of factors. Keep me informed regarding new products etc. (France Rental Only) Rental House If cameras were cheaper, they would sell more and the filmmakers would make more money. It would benefit the industry. (UK Red One & Red One MX, Rental Only) Hold more seminars, to have a more open channel of education. (UK Combination Rental & Dealer)

132 What else could a manufacturer do to make your clients job easier? (Slide 2 of 2) Rental House Offer good pricing conditions for purchase or rent. (Germany - Panasonic AG-AF101, Rental Only) Access to better training on the unit and end-user support. A knowledge bank would also be beneficial. (UK Red One & Red One MX, Rental Only) Sony and Panasonic both respond to feedback, but Panasonic seems to respond much better. (UK Rental Only) Q42. Aside from specific technical issues, what else could a manufacturer do to make your clients jobs easier? Make cameras smaller. (France Red One & Red One MX, Rental Only) Respondents highlighted a number of factors. Could learn from the past and stop putting connectors in bizarre places on the cameras. (UK Red One & Red One MX, Rental Only) Right balance, with weight. (Germany Arri Alexa, Rental Only)

133 The relevance of the new generation of affordable, large sensor camcorders tends to be higher amongst DOPs than amongst freelancers within DMC DMC Camera Operator 100% 90% 80% 19% 32% 38% 45% Very relevant 70% 38% 60% 50% 32% 23% 40% Somewhat relevant 33% 30% Not at all relevant 36% 43% 22% 10% 0% 39% Overall (38) Q51. How relevant are the new generation of affordable, large sensor amcorders to your work? Freelance own a production company (13)

134 Why new generation affordable large sensor cameras are very or somewhat relevant to our work within DMC DMC Camera Operator A very popular device, you can pick it up and put it down very easily and quickly. (UK Red 1, DOP) 5D or 7D are very useful as a second camera, to put into a small space. (UK - Arri Alexa, Freelance) Generally, the small size of the new generation large sensor cameras is considered to be the key reason why they are relevant to some DMC camera operators work On a tide of new technology and they tend to be smaller sized which is good for shooting in small spaces. (UK Red 1, Freelance) Q52. If very or somewhat relevant, why do you say that? This is the future. What happens in the gap between Canon 5D at 2K & Red at 25K. It s very interesting for low budget films. (UK Red 1, DOP) The last series of 24 was shot with D5, lightweight, large and fast sensor. (UK Panasonic HPX500, Freelance own a production company)

135 68% of rental respondents consider the new generation of affordable large sensor cameras to be relevant or extremely relevant to their clients work Rental House Base = 22 45% 40% 35% 30% 25% 41% 15% 10% 5% 0% 9% 1=Not at all relevant 2 Q43. How relevant are the new generation of affordable, large sensor cameras to your clients work? % 23% 3 4 5=Extremely relevant

136 Why are the new affordable, large sensor cameras relevant to your clients work? (Slide 1 of 2) Large sensor is a very strong trend. (Germany - Canon EOS 5D Mark II, Combination Rental & Dealer) Part of a current trend. (UK Rental Only) They have such a large sensor which means they can get a shallow depth of field. They can also use 35mm lenses. (UK - Red One & Red One MX, Rental Only) Q44. If very or somewhat relevant, why do you say that? Rental House Large sensor is a trend. (Germany Arri Alexa, Rental Only) A number of respondents noticed a trend in the use of these cameras. Relevance in achieving depth of field. Very popular. (Germany Red One & Red One MX, Rental Only) Everyone now wants depth of field, which is what the large sensor provides. (UK Red One & Red One MX, Rental Only)

137 Why are the new affordable, large sensor cameras relevant to your clients work? (Slide 2 of 2) The technology is there so it should be a necessity. (UK Rental Only) It s value for money. (UK Rental Only) Other comments, included.. After all the problems the Canon EOS 5D Mark II had, we are very lucky to now have real video cameras from Sony. (Germany Red One & Red One MX, Rental Only) The price is relatively low and the performance you can get, although not perfect, is very impressive. (UK Combination Rental & Dealer) Q44. If very or somewhat relevant, why do you say that? Rental House They offer the latest must-haves in terms of innovation. The features have become expected and everyone wants high quality pictures. (UK Red One & Red One MX, Rental Only)

138 In 72% of cases, the choice of lenses was extremely important for DMC respondents 0% Overall (42) 7% Freelance (18) 6% nce own a production company (15) 7% DOP (9) 10% 11% 30% 50% 60% 21% 70% 80% 90% 72% 17% 77% 73% 33% 5 = extremely important Q.53 How important is choice of lenses? Using scale of 1-5, where 1= not at all important and 5= extremely important % DMC Camera Operator 56% = not at all important 100%

139 In 47% of cases, DMC respondents are either shooting or see the requirement to shoot in 3D 67% 70% Content shot in 3D: Feature films (4) Commercials (4) Reality TV (1) 57% 60% 53% 50% 44% 40% 27% 30% 29% 28% 28% 22% 14% 11% 10% 0% DMC Camera Operator Overall (41) Shooting Freelance own a production company (14) Will need 3D soon Q54. Are you shooting or do you see any requirement to shoot any content in 3D? Q55. (IF SHOOTING) If yes, what content are you shooting in 3D? Not shooting / nor see the need

140 The ability to purchase a camera from the manufacturer is regarded as the most important option for rental respondents 0% purchase a camera from the manufacturer urchase a camera using a finance scheme om manufacturer or dealer for a set period om manufacturer or dealer based on usage 6% 10% 11% 6% 17% 25% 30% 40% 60% Base = 18 70% 28% 22% 10% 80% 90% 100% 49% 11% 11% 30% 15% 5 = Extremely Important Q45. How attractive would the following options be for your business? Using a scale of 1-5 where 1 = not at all relevant and 5 = extremely relevant 50% Rental House 39% 10% 4 30% 15% % 1 = Not at all Important

141 Key Findings DMC & Rental (Slide 1 of 4) DMC & Rental House Product Specifications Regarding technical specifications, 4K resolution and quiet (silent) operation were the most frequently mentioned must have camera features by both DMC and rental respondents. Quiet (silent) operation was the top must have feature for DMC respondents. This was followed by 4K resolution, also a must have. These findings (picture quality, silent operation) support those of the focus groups, where end users are looking for a camera that has the performance and functionality of a film camera, but is digital. CMOS and CCD sensor types were not mentioned by DMC camera users at all as being must haves, but were fairly frequently cited as being nice to have features. Variable frame rate was the most frequently mentioned nice to have technical feature by DMC respondents, followed by 2K and 4K resolution. These findings (picture quality, silent operation and variable frame rates support those of the focus groups, where end users are looking for a camera that has the performance and functionality of a film camera, but is digital.

142 Key Findings DMC & Rental (Slide 2 of 4) DMC & Rental House Product Specifications (cont d) For rental houses, 4K resolution was the top must have feature mentioned. This was closely followed by 1920 x 1080 HD, quiet (silent) operation and large sensor. ProRes codec, 10 bit recording, 12 bit recording, speed rampling and CMOS were not mentioned by any respondents as being must have features, however were mentioned on several occasions as being nice to have features. Potential depth of field was the most frequently mentioned nice to have technical feature. Aside from technical specifications, picture quality was cited by 100% of DMC camera operators being an extremely important aspect of the camera. This was followed by ergonomics and durability with 95% and 93% of respondents respectively regarding these aspects as being important or extremely important. Picture quality and durability were mentioned by all rental respondents as being important or extremely important.

143 Key Findings DMC & Rental (Slide 3 of 4) DMC & Rental House Product Specifications (cont d) Over half of DMC camera users require their camera to shoot in 4K resolution, this stood at a third of rental companies. Around half of both DMC and rental respondents require it to shoot at up to 50FPS. 64% of DMC respondents and 68% of rental respondents regard the new generation of affordable large sensor camcorders to be relevant or very relevant to their work, largely due to the small size of these camcorders. The remaining 36% of DMC respondents stated that they are not at all relevant. Only 9% of rental houses stated that they are not at all relevant. Overall, the choice of lenses was considered by DMC camera operators to be important or extremely important by 93% of respondents. 47% of DMC camera users are either currently shooting in 3D or are seeing the requirement for 3D content. Those who are already shooting in 3D are mainly shooting feature films and commercials (please note small base). Features considered important when shooting in 3D are predominantly low weight, speed and synchronisation.

144 Key Findings DMC & Rental (Slide 4 of 4) DMC & Rental House Product Specifications (cont d) When asked to consider various business options, rental houses considered the ability to purchase a camera from the manufacturer to be the most important. Followed by the ability to purchase a camera using a finance scheme. When asked to describe their ideal camera, both DMC camera users and rental houses responded with a variety of suggestions. However, several common aspects were cited by DMC respondents including, a lightweight, reliable camera with good ergonomics and excellent picture quality. Rental respondents highlighted; compact camera, ease of use and durability.

145 DMC & Rental House Marketing Communication DMC & Rental 145

146 In 41% of cases, DMC respondents never hear from the camera manufacturers DMC Camera Operator Base = 41 Once a month or more frequently Never 41% Once a quarter 27% Once a year 2% Q57. How often do you hear from the camera manufacturers? 146 Twice a year 10%

147 The majority (63%) of rental respondents typically hear from camera manufacturers once a month or more frequently 0% 10% Once a month or more frequently 14% Twice a year 14% Once a year 9% Q47. How often do you hear from the camera manufacturers? % 50% 60% Base = 22 70% 63% Once a quarter Never 30% Rental House

148 Contact by camera manufacturers DMC Camera Operator Rental House erators (41) House (22) 27% 10% 2% 63% Never Once a year Twice a year How often do you hear from the camera manufacturers? 41% 14% Once a quarter % 9% Once a month or more frequently

149 is the preferred form of manufacturer contact for nearly two thirds of DMC respondents DMC Camera Operator Base = 42 80% 70% 62% 60% 50% 50% 40% 30% 10% 0% 17% 14% 7% Direct mail How make contact. How do they contact you and how do you prefer to be contacted? 5% 7% Telephone 10% Personal contact How prefer to be contacted

150 Rental respondents are typically contacted by camera manufacturers by , this is also their preferred method of contact Rental House Base = % 90% 80% 70% 70% 60% 52% 50% 40% 30% 30% 26% 22% 10% 0% -10% 35% 17% 4% Direct mail How make contact 48. How do they contact you and how do you prefer to be contacted? Telephone How prefer to be contacted Personal contact

151 Camera manufacturers are far more likely to make contact via compared to any other method DMC Camera Operator Rental House How do the manufacturers contact you? 0% How do you prefer to be contacted? 10% 30% 40% 50% 60% 70% 0% 10% 30% 40% 50% 60% 70% 50% 62% 14% 7% DMC Camera Operators (42) perators(42) 7% 5% 17% 10% 52% 70% 4% 26% Rental House (23) 17% l House (23) 22% 35% 30% Telephone How do they contact you? Direct mail Personal contact Telephone 151 Direct Mail Personal Contact

152 33% of DMC respondents receive marketing material via from Sony DMC Camera Operator Contact = 42 0% 10% 30% Sony 33% Panasonic Canon 40% 21% 7%. How does the method of contact differ by vendor? 4 respondents received Direct Mail from manufacturers: 3 receive it from Sony, 1 from Panasonic and 1from Thomson/Grass Valley. 3 respondents receive Personal contact: 2 from Arri and 1 from Panasonic. 2 respondents said that vendors contact them by Telephone: Both are hearing from Arri.

153 Sony, Panasonic and Red are most likely to be contacting rental companies by . Of all the vendors, Sony is most likely to make personal contact 0% 5% 10% 15% 25% 30% 35% 40% 22% 13% 4% Direct mail 4% Telephone 4% 4% 9% 49. How does the method of contact differ by vendor? 50% 43% 43% Arri Canon 13% JVC Panasonic 13% 13% RED 9% 45% 9% 4% Personal contact Base = 23 26% 39% 17% 4% Rental House 9% 9% Sony 17%

154 How does the method of contact differ by vendor? DMC Camera Operator Rental House DMC Camera Operators (42) Arri Canon 7% JVC Panasonic 21% Red Sony DIRECT MAIL Rental Houses (23) DMC Camera Operators (42) 22% 4% 5% 26% 17% 13% 4% Rental House (23) 39% DMC Camera Operators (42) 2% 13% 43% 33% 43% 7% 2% How does the method of contact differ by vendor? TELEPHONE 154 Rental Houses (23) PERSONAL CONTACT DMC Camera Operators (42) Rental House (23) 5% 4% 2% 13% 9% 9% 4% 9% 4% 13% 17%

155 In 59% of cases, manufacturers typically provide information in the form of Newsletters DMC Camera Operator Base = 27 80% 70% 60% 50% 40% 30% 59% 44% 44% 22% 10% 0% 11% Newsletters News of upcoming events Q60. What information do manufacturers typically provide to you? 155 Training material 7%

156 Camera manufacturers are most likely to be providing information in the form of product updates and newsletters Rental House Base = % 80% 60% 40% 80% 75% 40% 35% 0% Product updates News of upcoming events Q50. What information do manufacturers typically provide to you? 156 Training material 15% 15% Customer testimonials

157 Product updates and product brochures were rated as the most useful types of information provided DMC Camera Operator Base = 30 0% 10% 30% 40% 50% 60% 70% 80% 90%100% Product Brochures Newsletters 10% 14% Product Updates 3% 10% Training Material 15% News of upcoming events* 13% Product Demo Video 19% Customer Testimonials 19% 17% 10% 14% 10% 38% 17% 33% 22% Q61. How useful do you find this information? Using scale of 1-5 where 1 = not at all useful and 5 = very useful 33% 17% 13% * e.g. Product roadshows, industry gatherings etc. 30% 41% 15% 33% 30% 18% 23% 15% 17% 26% 27% 30% 18% 19% 5 = Very useful = Not at all useful 19% 12%

158 All rental respondents consider product brochures, training material, product demo videos and Rental House customer testimonials to be very useful Base = 20 0% 10% 30% 40% 50% 60% 70% 80% 90% 100% Product Brochures 100% Newsletters 7% 13% Product Updates 13% 53% 25% 27% 63% 5 = Very useful 4 News of upcoming events* 38% 63% 3 Training Material 100% Product Demo Video 100% Customer Testimonials 100% * e.g. Product roadshows, industry gatherings etc. Q51. How useful do you find this information? Using scale of 1-5 where 1 = not at all useful and 5 = very useful 1 = Not at all useful 2

159 Digital content from websites is preferred over printed material for 75% of respondents 0% 10% 30% 70% 80% 90% 33% 67% 17% 83% 22% 78% Printed material/brochure Q62. Which method do you prefer when receiving camcorder product information from manufacturers? 60% 75% Freelance (15) DOP (9) 50% 25% Overall (36) ance own a production company (12) 40% DMC Camera Operator Digital content from a website

160 79% of rental respondents prefer to receive digital content from a website over printed material/brochures 0% 10% 30% 40% 50% 60% 70% 80% Rental House Base = 19 90% 21% Overall (19) 79% Printed material/brochure 23% Rental only (13) 77% 17% mbination - Rental/Dealer (6) 83% Q52. Which method do you prefer when receiving camcorder product information from manufacturers? Digital content from a website

161 Marketing Information Provided DMC Camera Operator LEGEND: % = Proportion of respondents who receive this information Rating = Usefulness rating of this information, 1 = not at all useful and 5 = very useful DMC Camera Operators (27) Rental House Preferred Format Rental Houses (20) Digital content from a website Printed material/brochure 100% Product Brochures 22% % 5.0 Newsletters 59% % % 80% 70% Product Updates 44% % 4.5 Training Material 11% % 75% 79% 25% 21% 50% 40% News of Upcoming Events 44% % 4.6 Product Demo Video 7% % 5.0 Customer Testimonials 4% % % What information do manufacturers typically provide to you? 10% 0% DMC Camera Operators (36)

162 57% of respondents at least sometimes pass the material they receive from camera manufacturers on to other people 0% 10% 30% 40% 50% DMC Camera Operator 60% 16% Overall (32) 41% 43% 14% Freelance (14) 43% Yes, always Yes, sometimes No 43% e own a production company (10) 40% 40% 13% DOP (8) 38% 49%. Do you ever pass any of this material onto other people?

163 79% of rental respondents either sometimes or always pass promotional material on to other people No 21% Yes, sometimes 53% Yes, always 26% Q53. Do you ever pass any of this material onto other people? Rental House Base = 19

164 Rental Houses are more likely to pass Marcomms material to others than DMC Camera Operators DMC Camera Operator Rental House 0% DMC Camera Operators (32) Rental House (19) 16% 26% Yes, always 164 ou ever pass any of this material on to other people? 40% 60% 41% 80% 100% 43% 53% Yes, sometimes 21% No

165 Amongst those DMC respondents who use online social media networks, more than half use Facebook DMC Camera Operator Base = 27 60% 50% 40% 30% 56% 44% 10% 0% 15% 4% None Facebook % Q64. Do you use any online social media networks? If so, which ones? Linked-In Twitter Vimeo

166 On average, DOPs find the online media social networks more influential (3.5) than Freelancers DMC Camera Operator (2.17) Base = 15 45% 40% 35% 30% 25% 15% 40% 27% 10% 13% 5% 0% 1 = not at all influential Q65. How influential do you find them? Using scale of 1-5 where 1 = not at all influential and 5 = extremely influential = extremely influential

167 Close to half (47%) of rental respondents are using online social media networks. Those who do are most likely to be using Facebook 60% 50% 40% 30% 53% 40% 27% 10% 7% 0% Do not use Facebook Q54. Do you use any online social media networks? If so, which ones? 167 Twitter Linked-In 7% Youtube Rental House Base = 15

168 Half of rental respondents who use online social media networks find them influential Rental House Base = 6 35% 33% 33% 30% 25% 17% 17% 15% 10% 5% 0% 1 = Not at all influential 2 3 Q55. How influential do you find them? Using scale of 1-5 where 1 = not at all influential and 5 = extremely influential = Extremely influential

169 Use of online social media networks DMC Camera Operators (27) Rental Houses (15) 56% 40% DMC Camera Operator Rental House Influence of Social Media Networks 100% 90% 11% 27% 80% 13% 17% 33% 70% 4% 0% 50% 15% 7% 0% 7% 0% 40% 40% 30% 0% 17% 60% 33% 10% 27% 0% DMC Camera Operators (15) 0% Rental House (6) 0% 5 = extremely influential Do you use any online social media networks? If so, which ones? = not at all influential

170 A wide range of blogs / forums were mentioned by DMC respondents DMC Camera Operator Base = 18 0% 2% 4% 6% 8% Camera Forum 17% Cinematographie.info 17% Red User 17% AFC 11% CST 11% CML 11% Cinematography.net 11% DVXUser.com Q66. Do you view any blogs/forums? If so, which ones? 170 6% 10% 12% 14% 16% 18%

171 Red User is the most popular blog/forum used by rental house respondents 0% 10% 30% Red User 70% Philip Bloom 10% DVXUser.com 10% Q56. Do you view any blogs/forums? If so, which ones? % 50% Rental House Base = 10 60% 70% 80%

172 Overall, publications tend to be more influential to DMC respondents than blogs DMC Camera Operator 1 100% Neither/both the same 80% 53% 60% 60% 62% Publications 82% Blogs 40% 35% 40% 9% 12% 0% Q67. Which would you say is more influential to you? Blogs or Publications? % 9%

173 The majority (63%) of rental respondents regard blogs and publications to be equally influential Rental House Base = 19 Publications 16% Blogs 21% Neither / Both the Same 63% Q57. Which would you say is more influential to you? Blogs or Publications? 173

174 70% of DMC cameraman who read publications in Germany are reading Kameramann, while in the UK 62% are reading British/American cinematographer Base = 25 0% 5% 10% 15% 25% 30% 35% 40% Cinematographer 36% Kameramann 28% Arri News 16% GBCT News 12% Professional Photographer 8% Digital Production 8% Respondents who read publications Other publications which are being read by DMC camera operators are: The Iris (UK) Televisual (UK) Incamera (UK) Cineaste (Germany) Professional Production (Germany) Moviescope (UK) Movie Maker (UK) Only 2 DMC camera operators in France said they are reading publications Which publications do you read? (Both online and printed media) DMC Camera Operator

175 Publications read by rental respondents Rental House Base = 10 0% 5% 15% 25% Broadcast Televisual TV Bay American Cinematographer The Producer 10% Screen 10% Digital Production Sonavision Kameramann 10% Ecran Total 10% % 58. Which publications do you read? (Both online and printed media) Respondents who read publications

176 Most Viewed Blogs/Forums and Publications DMC Camera Operator Blogs / Forums Rental House DMC Camera Operators (18) Rental Houses (10) DVXUser.com 22% Camera Forum 17% Red User 17% Publications DMC Camera Operators (25) Rental Houses (10) 1 Cinematographer 36% Broadcast 2 Kamaramann 28% Televisual 3 Arri News 16% TV Bay 4 GBCT News 12% American Cinematographer 5 Professional Photographer 8% Digital Production Red User 70% Philip Bloom 10% DVXUser.com 10% Other key blogs/forums mentioned include: DMC: AFC, CST Rental Houses: Cinema5D, Everythingvisual.net, HD Warrior Other respondents mentioned searching Google for relevant content which would often direct them to blogs and forums. Do you view any blogs/forums? If so, which ones?

177 Which is more influential blogs or publications? DMC Camera Operator Rental House 100% 12% 90% 21% 80% 70% 53% 60% 50% 63% 40% 30% 35% 16% 10% 0% DMC Camera Operators (34) Publications 177 Which would you say is more influential to you? Blogs or Publications? Rental House (19) Neither/both the same Blogs

178 On average Freelancers who own a production company (rated 3.3 out of 5 on average) find showreels more important than Freelancers (1.9), DOP rated % 90% 80% 6% 21% 5% 29% 33% 34% 70% 60% 26% 12% 8% 50% 40% 11% % 53% 1 = not at all important 37% 25% Overall (38) 22% Freelance own a production company (12) Q69. How important are showreels when considering a new camera? Using scale of 1-5 where 1 = not at all important and 5 = very important % 10% 0% 5 = very important 11% 11% 30% DMC Camera Operator

179 Half of rental respondents do not consider showreels to be important when considering a new camera Rental House Base = 20 35% 30% 25% 35% 15% 10% 15% 15% 15% 5% 0% 1 = Not at all important 2 Q59. How important are showreels when considering a new camera? Using scale of 1-5 where 1 = not at all important and 5 = very important 3 4 5= Extremely important

180 How influential are showreels? DMC Camera Operator Rental House 0% 10% DMC Camera Operators(38) Rental House (20) 30% 37% 15% 5 = very important 180 How important are showreels when considering a new camera? Using scale of 1-5 where 1 = not at all important and 5 = very 40% 50% 11% 26% 35% 4 60% 15% % 80% 5% 90% 21% 15% 1 = not at all important 100%

181 Key Findings DMC & Rental (Slide 1 of 3) DMC & Rental House Marcomms There are significant differences between the DMC and rental sectors with regard to contact with manufacturers; rental houses are in much more regular contact with vendors than DMC camera operators. 27% of DMC respondents hear from camcorder manufacturers once a quarter, with a fifth hearing from vendors once a month or more frequently. However almost two-thirds of rental respondents hear from vendors once a month or more frequently. 41% of DMC respondents never hear from camera vendors, whilst this stands at only 9% of rental houses. Both DMC operators and rental houses prefer contact from manufacturers to be by (62% and 52% of respondents respectively), with 50% of DMC and 70% of rental respondents currently receiving information this way. Sony is most likely to be contacting customers by , with 33% of those DMC respondents who receive , receiving s from Sony, 43% of rental respondents. Camera vendors are most likely to be providing respondents with newsletters (DMC 59%, rental 75%) and product updates (DMC 44%, 80% rental ) news of upcoming events is also key for DMC camera operators (44%).

182 Key Findings DMC & Rental (Slide 2 of 3) Marcomms (cont d) DMC & Rental House Product updates are regarded by DMC respondents as being the most useful type of information provided by manufacturers, with 74% of respondents who receive information regarding them as useful or very useful, followed by product brochures (66%). Rental respondents however, consider a wide variety of information to be useful including product brochures, training material, product demo videos and customer testimonials. The majority of both DMC and rental respondents (75% and 79% respectively) have a distinct preference for digital content from a website, compared with 25% and 21% respectively, who prefer to receive printed materials. 57% of DMC camera operators pass on the promotional material they receive to other people, this is much higher among rental houses, where 79% are passing information on. 56% of DMC respondents and 47% of rental are using online social media networks, with Facebook being the most commonly used site. Of those DMC respondents who are using social networking sites, 40% are ambivalent to how influential the sites are (i.e. neither influential or not influential). In contrast, regarding rental respondents, 50% consider them to be influential or extremely influential.

183 Key Findings DMC & Rental (Slide 3 of 3) DMC & Rental House Marcomms (cont d) 53% of DMC camera operators and 63% of rental respondents regard publications and online blogs to be equally influential. Approximately half of all DMC camera users and rental respondents regard showreels as being not important or not at all important when considering a new camera. 26% of DMC camera users consider showreels to be important or very important, somewhat higher among rental houses, 35%.

184 DMC & Rental House Additional Comments DMC & Rental Additional Comments 184

185 Are there any other comments you would like to make about professional camcorders? (DMC) With HD you don't see enough detail in the viewfinder, there s not enough clarity. This is important to the cameraman (UK Arri Alexa, DOP) Comments about Professional Camcorders Lack of Sony training for workflow. (Germany Panasonic HPX-3100, Freelance own a production company) Q70. Are there any other comments you would like to make about professional camcorders? DMC & Rental House Basically, the main thing is the viewfinder: it should have space around the frame, like film cameras and easy to hand hold. (UK Arri Alexa, DOP)

186 Are there any other comments you would like to make about professional camcorders? (Rental) High end cameras should be made of carbon fibre to make them lighter. Cameras should have the option of a tracking device for security purposes. An option not to do a conversion, so you can edit on the timeline. An option to have a back-up system for shoots i.e. integral nano-flash. (UK Red One & Red One MX, Rental Only) DMC & Rental House The JVC, Canon, Panasonic and Sony cameras all have toy-like plastic quality. The Red is solid, durable and built for the job. (UK Rental Only) Additional comments Competitors of Red have to create a brand new camera using new technology. It can t be a modified version of the Red models as users will realise this and won t buy it. Manufacturers need to realise that videographers are artists, not geeks. Manufacturers should offer cameras that don t need to be upgraded for 10 years. Sony needs to get rid of the compression system to make the camera more efficient. (UK Red One & Red One MX, Rental Only) Q60. Are there any other comments you would like to make about professional camcorders? Filmmakers are worried about the volumes of camcorders on the market. Older videographers are worried about the learning curve that may be required for the new technology in the new cameras. However, I don t think that people should be worried as there will soon be a camera for every budget and job. Every production can now be made at the right price. The lower cost of cameras has really opened up the market. (UK Combination Rental & Dealer)

187 Company Overview 187

188 talk to us SONY Futuresource Consulting +44 (0) While every effort is made by Futuresource Consulting Ltd to provide accurately researched information and carefully supported conclusions and recommendations to its client, in no event will the company or its PROFESSIONAL professionals be liable for information, analysis, advice or recommendations provided to the client at any stage of the project, or be liable for actions and decisions taken as a result of this report.