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CW Sonderoptic Predicts 2017 the Year of New Formats

Seth Emmons, Global Marketing Director, Leica Cine Products, provides insight into what to expect from Leica/CW Sonderoptic at the 2017 NAB Show.

Q What new products/services has your company introduced since last years’ NAB?

A It’s been a busy year of new product introductions for CW. A few weeks ago we unveiled the large format Leica Thalia lenses that cover up to ARRI Alexa 65, which we’ll be showing the lenses on in our booth. We also introduced the ultra-compact Leica M 0.8 lenses, which are based on the Leica M series and create amazingly character-rich images. We’re debuting an Alexa Mini mount for these lenses at the show. And we’ve expanded the Cine MacroLux diopter line with two new powers, +2 and +0.5, which open up wild possibilities for creative looks.

Q Of all the other companies in attendance, who’s booth are you most excited to visit?

A We always go visit our friends at the camera manufacturers and lens companies to see what’s new.

Q Finish the sentence: 2017 will be the production industry’s year of _____

A New formats.

Q What motivating factor drives you to continue innovating year after year?

A We have two main motivating factors. The first is of course the users who are always providing us great feedback on new or improved products. They do the wonderful work and our overarching goal is always to support them. The other factor is a sense of personal challenge and accomplishment. We are proud of the products we create and it’s wonderful to bring a new product to market and overcome the challenges that go with product design and manufacturing. Every success keeps us going and wanting to do bigger/better/more next time.

Q How would you describe the energy at this years’ NAB show?

A It’s interesting, but I feel a lot of the enthusiasm from the user and creative community shifting to smaller, more cine-centric shows and events. However, the B2B element of NAB is as strong as ever.

Q One year from now, what new technologies do you think we’ll be discussing?

A I see HDR growing in significance and by all indications VR and AR will still be hot topics of conversation. But, if you ask what technologies will be most influential on the mass of cinematic production one year from now it won’t have changed too much: cameras, lenses, movement and support.

Q How do you expect NAB 2017 to differ from NAB 2016?

A I’m always hoping it won’t be too hot in Vegas. This year looks like it’s going to be hot.

Q Where can we find you on the show floor?

A We’re at booth C4345 in the Central Hall. Bottom of the stairs on the side toward South Hall.

Q Have you heard about the featured Attractions and Pavilions? Are you planning on stopping by any of their exhibits?

A I’m planning to visit the Drone Pavilion. Our Leica M 0.8 lenses are a perfect match for drones and I’m curious to see what other people are using at the moment.

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