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Well that's not about -- movie is a little bit better now believe it or not Sony's at least China do that Al Shapiro's with a strain as senior VP sales and marketing -- Sony still.
Be active forgive my ignorance in this digital film world but this is groundbreaking because.
It's groundbreaking because it's the first digital motion picture camera.
That produces pictures at a higher quality than 35 millimeter film.
OK and that so that basically means that when it translates into the movie into the theater for someone like me who knows nothing.
It's legal way better movie.
I -- not necessarily it's really the production process that's behind it.
I mean clearly did -- -- projection.
Already gives you a a great entertainment experience so motion pictures movies that are shot on film are being.
Put you know post -- -- and distributed digitally.
And so what you see in theaters actually.
Hopefully you're seeing -- on -- Sony projection system if it's Hampshire regal theater almost all of their theaters.
Have converted to digital projection an overall that's a better.
Consumer -- so -- so it's still being shot on film.
Correct why -- -- transfer to digital correct with this is doing is shooting it brands did you know that correct -- you're missing the films that correct.
And that makes this transfer that much better -- net.
It makes the transfer better it makes it faster makes it easier it creates a whole collaborative.
Workflow environment so.
You could have a -- -- in Australia working on the -- files -- somebody in LA is doing the editing.
It makes the whole production process go faster.
More movies that can be produced and brought to the public.
So fast or -- -- -- -- faster for it did not part of -- season do anything passes it takes so darn long to get it out there.
Takes a while to get out there this of what we've done is we've eliminated the film print.
So in the movies are actually transmit it to theaters electronically.
-- 35 millimeter film for print that they used to make 2000.
-- in the -- FedEx a lot of them have -- hand carried -- with people for security purposes that's all now electronics.
This is -- game changing sensitive because will.
Basically better quality quicker better quality quicker so what about as it competitors is anybody out there doing this -- While there are other digital cameras.
There's to the camera -- the red Cameron there's a camera in my area called the electric camera.
Those are good cameras but they.
They don't provide the the maximum quality.
Opportunity that the Sony camera does.
This is the 465 products in -- Now can I would about the the you know the the -- of directors and producers out there -- other smaller versions that -- I could pick up.
While there are we have two cameras that we actually start with film schools.
Over USC you know.
And they work with cameras.
Are also digital use the same kind of 35 millimeter.
Immature that's used in the -- 65.
But overall we are making we are putting these creative schools in the hands of many more filmmakers so.
This camera not only is it a better camera than the past generations about 13 the price.
So we're used to be a 180000 dollar camera this camera 65000 -- I think a lot of people when they think about companies like Sony don't -- -- -- any records are you know TV's you think about this kind of stuff.
Correct what percentage of the company does all this.
-- all this a lot of.
We will probably about 15% of the overall Sony electronics.
Budget we in addition to motion pictures we produced equipment used in TV studios like this.
We also produce security cameras equipment for medical.
Applications and stadiums and Arenas.
How how has the economy affected honest I mean are people still doing this making movies buying cameras.
Well yeah the economy is affected it by.
Bringing price points down.
There's a need for greater -- more confident.
-- production explosion.
And and so.
It's all created the need for were no time is money bank and -- process means money through a a producer.
-- -- -- like you know the amateur video care how does that play into the picture that has to be some sort of -- and competition for everybody wants to be a filmmaker right.
That's okay you know after and -- everybody wants.
-- filmmakers wannabe filmmaker so a lot of the customers for these cameras are actually directors of photography and cinematographer is.
Who in the past couldn't afford to own their own cameras now can afford to own there -- cameras can work on their own projects.
And again puts creative tools in the hands of more people.
Yeah and I guess you know you have all this web TV -- now in -- I -- it allows people like that to put that kind of stuff out.
No shortage of of content distribution He aimed at initiate any it frightens me a -- half -- -- -- that's out there though but.
You -- sunny for a long time been with them for twelve years.
So what's changed you think over the course of those twelve years for the industry.
While the technology stream for change dramatically I mean the again the the price points and dropped.
Two you know 3040% of what they used to be.
Standard definition cameras.
Cost more than high definition cameras.
And today even for -- for news crews.
It used to be a news crew and -- with a 3040000 dollar Cameron -- -- go with a a 5000 dollar Cameron you -- -- one person who -- Hopefully -- a lot later I was Nevada while the crew.
They carry this big things and how -- am so glad you're here that's cool stuff thanks very much TV news sales at Sony.
Meeting the we have film producer.
And me at -- we can make you from I can barely Actividentity camera picture of my kids without my and she can.
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