Beware the Hype Machine
Wednesday, October 26, 2011 at 03:05PM We are living in amazing time for filmmakers. Just look around at all the tools you have access to and how much more affordable they have become. On November 3rd, RED and Canon will be making big announcements that could impact independent filmmakers and production companies dramatically.
Having said that, as customers we should always remember that these are companies selling us a product. They will say and do things in an attempt to make you want this product. Nothing new there, that's how this stuff works. But I suspect in the coming months, there will be a lot of hype, myths, rumors, bashing, etc going on between various camera companies. I'm already starting to hear it. Sony F65 makes the RED Epic look like a toy, Alexa M will solve the form factor issue and make Epic irrelavant, comparing Epic to a GH2 is the silliest thing you could ever do, etc. I've used many cameras, and I feel confident in saying that there's not one camera for every job.
I highly encourage everyone to take a step back and don't get caught up in hype. No problem being loyal to a company, but make sure the tools are doing what YOU need not what they are telling you need. This is very important. It would be easy to think that RED One MX is useless now that Epic is becoming readily available. That couldn't be further from the truth. A RED One still shoots insanely good imagery. It's only when you come across a situation that it can no longer achieve what you need it to achieve that it's perhaps time to consider looking at another tool. We are constantly being bombarded with marketing, whether it's on the web, in print, email, etc. I can't help but feel like I'm involved in a mind control expirement. An email comes through announcing the latest and greatest piece of gear, and my first instinct is to reach for my wallet without really thinking through whether I need it.
Another recent example is the Final Cut Pro debacle. Apple announces FCP X, which is not received well by the professional editing community, and everyone freaks out as if their FCP 7 licenses had been inactivated. I was guilty of that too. In fact, I committed to moving onto Premiere and Avid partly based on all the hoopla. I didn't do that completely blindly though. I did some homework and testing to come to that conclusion.With Davinci Resolve here now at an amazing price, people look at Apple Color as a piece of junk. Why would you want to do color grading in Color when you can get a whole lot more features in Resolve? Indeed, you do get more features but you also have a bunch of caveats that you have to consider, including some substantial hardware purchases. And will you use those features? These are the kinds of things that have to be looked at carefully. Buying the latest and greatest may be a good thing, but it could also be the wrong thing to do for YOU.
I don't disparage the marketing these companies do as I realize it's necessary for them to survive, especially in this type of economic setting. We just have to be smart filmmakers and not get sucked into buying things we don't need. Do as much testing, demoing, borrowing as you can to see if a tool is right for you and your business. Always take other's reviews and advice with a grain of salt as you can never be sure that their perspective will match yours. And sometimes, there are other motives in place, so you have to be very careful with what may appear to be fact, but in reality may have been spun a little bit to make it more appealing.
So, November 3rd is one of those days to watch your wallet carefully, make sure you understand everything that is involved with the technology that is announced, and if you are on the fence about whether it's right for you, maybe take a step back and do as much homework as you can. There will always be another camera, another editing system, another computer right around the corner and most likely it wil be better than what you're about to purchase today. If you play the hype game, your wallet will become a lot lighter and you may forever be chasing your tail.
I'm hoping I can follow my own advice.
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