Why our investment in the ARRI AMIRA camera was the right move for us.
We are really proud (and excited!) to have upgraded our main camera to the ARRI AMIRA. It’s a significant investment for us at SPARKY FILM as the AMIRA is a leading camera in class in film production. It’s also a big switch for us having used Sony cameras in one form or another for the past 12 years.
Why the move?
Earlier this year David Shapton, editor of RedShark News asked if we’d like to spend some time with the ARRI AMIRA and share our findings with its readers. We jumped at the chance! You can see part of our report by clicking here. Having the AMIRA at our disposal for a couple of weeks was amazing and more than enough time to appreciate what an impressive piece of equipment it was. It had been our first experience working with an ARRI camera, though of course we knew it by reputation. The AMIRA was a camera we thought at the time was out of our reach. I would just like to take a moment to thank the team at ARRI in London for their first class service – we hadn’t yet experienced this level of attention in this market. You instantly knew you were dealing with a high class organization who fully understood the importance of customer service.
Around 9 out of 10 feature films currently produced are shot on ARRI cameras. And ARRI are the cameras of choice for good reason. My favourite show on network TV this year was ‘Fargo 2’. It was no surprise to discover it was shot on an ARRI as well, I knew this just by ‘the look’. It was incredible. There is just something so unique and organic about the image it produces which no other camera can quite achieve. The ARRI AMIRA uses the same sensor as its larger siblings – often referred to as the ‘Holy Grail’ of sensors – and to have this sensor at our disposal for the first time real is something special!
Our clients have never asked us to use a certain camera or commented that the look of our corporate video production wasn’t of a certain standard, in fact the opposite. However we have always forged ahead upgrading and investing in our equipment, so we could offer our clients the best possible product possible. Our last camera, the Sony F5 produced some fantastic images, but we have already seen in our short time with the AMIRA, there is another level of excellence we can reach and offer our clients.
Tough market but hopefully quality should win the day.
Video production is a pretty tough market place at the moment. More and more crews are out there filming with DSLR cameras. DSLR packages may typically cost £4,000. Our ARRI AMIRA package comes in at around £50,000 and there is a reason for this difference. The sensor, the technology, the craftsmanship and images it can produce. Just to name a few.
We understand how important your clients are to you, whatever business sector you’re competing in. Perhaps you’re sponsoring a sports event or selling hardware or a financial service, why cut corners recording or producing film content around them? It just doesn’t make sense. You deserve the best!
We believe your productions should be of the highest standards and look fantastic, from recording an internal quarterly message from your Chairman – to a sales testimonial film for your sales force, and through our investment in equipment and technology (and of course our high customer service and attention to details!) we strive to deliver this.
All this makes the ARRI AMIRA the right choice for us and we see it as a camera to fulfil our filming requirements for many years to come. It also feels great to be part of the ARRI family.