Fashions may come and go but quality, crafted lenses always show their class, says Seth Emmons, marketing director CW Sonderoptic

Never before in history have filmmakers had so many tools to serve the creation of cinematic content, but there are still only a couple things that actually “create” the image.

An image is created when light hits a sensor or film emulsion, and any thing that the light passes through shapes that image. There are countless tools to create the light, move the camera, or process the image, but the only things that truly create the image are the camera and the glass.

D2 op cw sonderoptic pix

Seth Emmons, Marketing Director CW Sonderoptic

Sensor technology is currently the number one driver of the cinema market through variations is resolution, dynamic range, frame rates and color science, just as film stock development was for decades before. But lenses follow closely behind.

The dance of the camera and lens together, the images that different combinations can produce, is where the look of a film or television show begins and filmmakers are always trying out new and old lenses to identify new looks and options for their projects.

The IBC show is a great opportunity for visitors to see many of these new cameras and lenses for themselves and make decisions about what they would like to test and use in the future because there are so many options nowadays.

One of the toughest decisions facing IBC attendees that have production companies or rental houses is what gear should they be investing in.

So much of technology moves so fast, fashions and trends come and go, and choosing the best investment that will pay off in the short term and the long term is tricky.

Lenses, if well maintained, can last indefinitely and continue to generate returns for decades.

This content was first published at IBC2016

The views expressed are those of the author.