Canon’s doubtful move with the C300

Nobody can deny the fact that Canon has totally changed the game of digital filmmaking forever. Since the introduction of their 5D MKII in 2008 and the whole set of HDSLRs that followed, Canon has allowed anyone with 2 000$ in their pockets to have access to a quality of image highly comparable to cameras that were worth several tens of thousands of dollars not even 5 years ago. The 5D MKII became one of the best-selling cameras in the world and Canon have completely dominated the indie filmmaker market from this day.

3 years have passed since, and even if these cameras are great tools, they have flaws. Consumer feedback has been pouring all over the Internet since the arrival of the 5D, and while Canon have adressed some issues, they still have a lot of work to do to make its line of HDSLRs perfect. The rolling shutter is a pain in the ass for any fan of shooting handheld, the h264 compression drives editors nuts and the audio input options are horrible. And those are just a few of the problems filmmakers face everyday while working with these cameras.

Last Thursday, November 3rd, Canon and RED both held press conferences to announce their new camera models. Rumours were all over the place as to what Canon was releasing, while there was more certainty towards RED, who were announcing their much anticipated and budget-friendly RED Scarlet.

Canon presented its new camera, the C300, a digital S35 camera, priced at around 20 000$. Big mistake. I’m sure the C300 will be a good camera, but that’s not the point. The problem is that Canon just let down the consumer bracket that put them back on the map in the video domain. Since they released the GL2 in 2002 (I think), they had been out of the game for videographers. Sony and Panasonic dominated the market, and suddenly, the 5D changed all that. Now tell me why, Canon, would you leave the consumers that crafted your rebirth with flawed tools and try to create a camera for TV-size productions ? The price tag isn’t everything in business. Even if Gucci sells 700-dollar pants, GAP still has 3 times their revenues by selling good old 20-dollar jeans.

On top of that, on paper, the RED Scarlet will outperform the C300, for a lesser price (maybe equal once you buy all the required equipment). And in terms of consumer confidence, I guess people with 20k to spend on a camera are most likely to go towards RED, who have been the leader in high-end digital cinema since 2007, while Canon has pretty much never developed a Hollywood-level camera.

I’m looking forward to try both these cameras and see how they compare, but I’m also anxious to see the financial winner of this c300 vs. Scarlet battle.

I think Canon already lost.


3 responses to “Canon’s doubtful move with the C300

  1. Pingback: | Canon’s doubtful move with the C300 |

  2. After much debating with myself, i still cannot choose a “winner”, if you do the pros and cons, it’s still hard to decide. Canon as the low light advantage, will be more “production” ready (XLR input ect). The files are also much more easier to work with and the sensor is considered to be a giant leap from the 5D mark II (wich i own). I am currently looking to invest in one of those system and i am loosing sleep over it! My heart is red but my head is canon. The fact that i do production mostly for web and tv ads makes me wonder why i would need 4k ( 24fps). Raw files are nice but again the compression of the 300c seem to have improve a lot from the 5D. Do a side by side of 5D & Epic in vimeo and tell me theres a 50k difference in image! After the downsizing and the compression there is nothing left of you 5k!

    • charlesburroughs

      I feel you. But the point of my article is really not to point out which camera is the best. The point is to look at why Canon would leave all HDSLRs shooters with a set of cameras that require a lot of improvement, and instead invest in a tool for a market that hasn’t worked with Canon cameras in a lifetime. A successful company knows how to adapt to its clientele, and Canon look to me like they were greedy on this move and left aside the part of the market that they completely owned for the past 3 years.

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