Despite leaving industry spectators and this writer somewhat bewildered, Nikon has unveiled its surprising intention to become the sole proprietor of RED.com, LLC (more commonly referred to as RED). For those unfamiliar with the landscape, RED, a die-hard participant in the film-making arena since its inception in 2007, has not only pioneered raw video and cinematic processes but also amassed a dedicated fandom.
Nikon and RED: The Dawn of a New Era
According to Nikon, RED will transition to become a wholly-owned Nikon appendage.
“Ever since RED’s origins in 2005, the company has been a digital maven in the cinematic camera sphere. With its groundbreaking products ranging from the maiden RED ONE 4K to the state-of-the-art V-RAPTOR [X] equipped with novel RAW compression technology, RED has left an indelible mark on the film industry. This impact has not only won the company an Academy Award but also earned it the preferred camera status for numerous Hollywood projects. Celebrated the world over by directors and cinematographers alike, RED’s commitment to enhancing image quality and pushing innovation boundaries has been truly monumental,” Nikon shared.
Facing the Hurdles Head-On
One of the initial obstacles to navigate relates to the types of lenses most frequently used with RED cameras. In contrast to Nikon’s offerings, RED cameras tend to be synchronized with Canon and PL-mount cinema lenses. Presently, the cinema lens market is predominantly dominated by Fujinon (a Fujifilm subsidiary) and Canon, not Nikon.
A Step Forward into The Future
It is speculated that this acquisition primarily signals Nikon’s ambition to penetrate the higher echelons of the video and cinematography sectors.
“Nikon plans to capitalize on this acquisition in order to solidify its footing in the rapidly blossoming professional digital cinematic camera industry. Nikon and RED will leverage each other’s business foundations and networks to craft an exhilarating product development future. We seek to challenge what is video and film production can achieve,” Nikon said during the announcement.
“Nikon’s seasoned insight into product development, exceptional dependability, image processing expertise, optical technological prowess, and user interface know-how will be complemented by RED’s cinematic camera knowledge. This includes the understanding of exclusive image compression technology and color science, thereby paving the way for the creation of distinguished products,” the statement concluded.
