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Article Search Advanced Search An Upstart Startup Shoots to Deliver on Early Promise By Carolyn Giardina, The Hollywood Reporter Mar 27, 2008, 08:23 Perhaps you've heard the story of startup cameramaker Red, which is aiming to shake up the world of cinematography in which high-end digital cameras offered by the likes of Panavision, Arri and Sony can list in the six figures. Red has broken the model with a $17,500 price tag for a basic camera (without lenses or accessories). It was built by a team led by businessman Jim Jannard, a camera enthusiast and founder of Oakley Sunglasses. The promise of democratizing filmmaking with a more affordable yet high-end camera has created a dizzying amount of enthusiasm in the industry. It prompted thousands of businesses and filmmakers to put down $1,000 deposits for the technology long before a working prototype was unveiled. Click www.hollywoodreporter.com for the full story. Email this article  Printer friendly page