An upstart startup shoots to deliver on early promise

March 27, 2008 Perhaps you've heard the story of startup cameramaker Red, which is aiming to shake up the world of cinematography in which high-end digital cameras offered by the likes of Panavision, Arri and Sony can list in the six figures. Red has broken the model with a $17,500 price tag for a basic camera (without lenses or accessories). The promise of democratizing filmmaking with a more affordable yet high-end camera has created a dizzying amount of enthusiasm in the industry.

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