Why Nikon Bought RED

By now you've probably heard the news. Some big changes are coming to the camera world. Nikon now owns RED Digital CInema.
I'm a hybrid-style shooter with a love of photography but a heavy emphasis on cinematic video. My opinions are based on a 10+ year career of producing video content professionally but that doesn't mean my suggestions are always right for every production or individual.
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#nikon #redcamera #reddigitalcinema

[@_tographer]

I should have said the court case was dismissed, not that Nikon lost. For some additional context: I'm well aware that Nikon has technically had video on their photography cameras for quite a while. But I'm speaking from the standpoint of what they've emphasized and the fact that they don't have a cinema or broadcast line of video products. Their initial dabblings in video were promising but they really fumbled their strategy. Years and years ago I owned a Nikon D600 but Nikon video has always seemed like an afterthought until recently. Sony gobbled up market share and stole users away from Canon and Nikon by aggressively embracing mirrorless and significantly focusing on video. While it's a very smart move by Nikon, I think this acquisition would have felt better had it been Canon. RED and Canon have often gone hand in hand (and share a color scheme) so it's a little surprising (and concerning) to see Nikon make this move.

[@prometheuslg]

Canon or Sony would have been the worst owner for red. They already have a cinema line. They could have just bought the company for the tech and put an end to the brand. Nikon makes way more sense in terms of preserving RED as a brand. Nikon has a great legacy with some of the most iconic pictures in History shot on their cameras (Lee Harvey Oswald’s death, the afghan girl or the napalm girl to name a few). That is way cooler than Oakley in my book. One of my friends told me the story of her uncle who has been polishing by hand the glass for the professional telescopes at Nikon for the last 40 years. How cool and poetic is that? I feel your « cinema-content creators community » has been dissing Nikon like dumb mean teenagers. Nikon has some fantastic glass with character and it just works does not overheat. Sony is putting a ton of catalog specs but you need a cooler to put the camera in after 30mn.

[@cmdrls212]

Nikon bough red to grow it. Canon would buy it to kill it as they already compete in the space. 😉

[@angeloplayforone]

@@prometheuslgExactly, many does not think that both companies need to be mutually beneficial. RED knows that at Canon and Sony they have an internal competition regarding video at Nikon the are the ones within the corporation who own this space. The company will dictate video strategy and Nikon will leave them alone.

[@angeloplayforone]

@@cmdrls212Canon does not compete with RED directly, but Sony is it.

[@UnconventionalReasoning]

Canon might have wanted to buy RED, but RED did not want to sell to Canon. They do not go hand in hand, RED would be little more than a belly button ring.

[@michaelmalodrums9674]

I think it's fantastic. you can't keep saying Nikon is not on the radar , Nikon is boring, canon isn't boring ?..haha Nikon had camera of the year in 2023 and RED just launched the Raptor V with up to 20 stops of DR with a global shutter. makes perfect sense to me. Nikon made the right move. people will just have to get used to stop saying Nikon isn't any big deal.

[@appleninja4ever]

Nikon has been and still is one of the dominant brands in the sports industry which is multi-billion dollar industry and has been historically dominant in the photojournalism industry that has been tested as SUPER RELIABLE in war torn countries. Nikon 35mm film cameras would outlast ANY Sony digital camera of today. Even some 30 yr old Nikon film cameras sold used can cost the price of some NEW Sony digital cameras. ZERO of todays Sony digital cameras will last 30 years. I'm not a Nikon fanboy but just like to tell the truth. ARRI cinema cameras are known for many things but one that stands out is reliability. Nikon is known for the same thing.

[@thundering1]

In the photography world, Nikon is a giant. They have some of the best lenses in the world. Canon, in the photography world, is just as big but spends GOBS of money on advertising and new products. They release more cameras per year, with added features, etc. Nikon has a dedicated base of customers because they really LISTEN to feedback and directly incorporate that into any next camera - which takes time to research and implement in a solid way which is why they don't have a new camera every 20 minutes like, say, Sony. When Nikon comes out with a new camera, it's going to be a workhorse for someone - not something they will trade in every year for whatever new model has just come out. It's a completely different mindset. And just like all other cameras for journalists who need video (which is where the whole DSLR filmmaking revolution came from), they have robust video features FOR A STILLS CAMERA. Get the difference? They NEVER saw themselves as any professional video company - ALWAYS stills first. And something journalists need? Smaller file sizes to offload and deal with - which means compressed RAW for the best looking video. I really think their purchase was very self-serving, and HOPEFULLY they will open up the patent because Canon, Sony, Panasonic, etc., have been held BACK from creating better RAW codecs for 20 years now. Can you IMAGINE the QUALITY in codecs we would have if they hadn't been held back for so long?!

[@ARCUS1200]

I finally think Nikon and Canon can compete again on the cinema level really good and see what they can do with improvements. Imagine a RED camera with the pricepoint of a C200 or C300....

[@ravholly]

Being a Comercial Photographer for over two decades and an original owner of the Nikon D1 which I bought in 2000, after owning the Kodak DCS-315, I bought the first DSLR to shoot video which was the Nikon D90 in 2009, it was very disappointing to watch Canon and then Sony take that market and run with it while Nikon set on the sidelines. It still boggles my mind that Nikon hasn't been able to produce one decent DSLR or Mirroless camera that is a beast at shooting video. The new Nikon Z8 looks like it may finally arrived but Nikon didn't even put a swivel screen on it which is why I shoot Canon these days as I shoot video as well.

[@_tographer]

Very well said. It’s a shame how far they’ve fallen but things do look like they’re on an upswing. Hopefully we can see Nikon regain some of its former glory and relevance.

[@MarkLewis-l3f]

The Z9 is not only a beast, it's the king of the jungle & it's got 8K raw. Nikon has now more than caught up with this move.

[@meatbyproducts]

Wait... you called Nikon bland? They are the first to do tons of stuff. Nikon brought video to video to DSLR, the Z6 was well regarded for capturing video and even had a cinema bundle, Then 8k internal RAW on the Z9. Also Nikon didn't lose the court case it was mutually dropped.

[@_tographer]

Yes you are correct. I should have said the case was dismissed. But I do think the Nikon Z series all came too late IMO, it’s nice they finally decided to embrace video but by that point the damage was already done.

[@meatbyproducts]

@Stronz they really did well from the get go with the z cameras. The issue is Sony went mirrorless way long ago and have deep cinema history. Canon has been stumbling and are treading on their history right now. This will absolutely open Red up to much needed money and nikon to some amazing sensors. I am excited really. Imagine some small body cinema cameras with the Z mount. Also the Z mount is big enough to do medium format sensors, so we could see sudo Imax Red cameras in the next 5 years.

[@_tographer]

@@meatbyproducts I have my fingers crossed that this leads to a bright and amazing future but so many acquisitions and mergers tend to have negative consequences…yes if it all goes right, we could see some really great cameras.

[@highdynamicphotographyfilm2235]

Not to mention, Nikon Z lenses are just amazing

[@michaelmalodrums9674]

@@_tographer which canon mirrorless camera at this moment has 8.3 k raw internal compressed I dont understand this late argument.

[@JessicaaCulbersonn]

saying Nikon doesn't have a cinema line is crazy

[@filipmichalsaffray441]

Hi Z9,Z8 are totally capable video camera with N raw...and good AF 8K...no overheating...so they have some capable cameras for video...

[@_tographer]

Yes their newest additions are quite powerful hybrids but for some it’s too late, they’ve already invested heavily in Sony or Canon lenses.

[@andersistbesser]

@@_tographereverything that is bought can be sold.

[@_tographer]

Yes but both Sony and Canon have an entire camera/lens ecosystem that works from the smallest consumer cameras all the way up to their top of the line cinema series. That matters to people who flexibility, versatility, and to pick their package for the project. Add in market share and compatibility when working with other individuals or teams, and whatever most people have will continue to perpetuate those systems. No one wants to be the odd one out with the Nikon or the Lumix when everyone else on a project showed up with Sony gear. I’ve always been happy and comfortable being a black sheep and shooting with the least popular brand when it has the strongest advantages, but it still doesn’t change the market and economics of it all. Sony has pushed hard and earned their share, Nikon will have to be very aggressive if they want to be on top again. petapixel.com/2023/09/05/canon-has-nearly-50-of-camara-market-share-nearly-double-sony/

[@filipmichalsaffray441]

@@_tographer Well I am still with Lumix and BM with MFT, L mount, EF for Blackmagic..but I do mostly solo work or small team work...no need for RED, Arri camera Sony would have been nice but went Panasonic road but yeah most of the people here in CH I know shoot FX3,FX6 FS7 for some...one Nikon but he is more into photography...SONY is a great company and got great cameras just Lumix does the job as well for me for less money...

[@_tographer]

Same boat, Lumix all the way

[@CLIFFLIX]

I see RED as a community "fashion" brand with a gutsy, anti-establishment "attitude". It's a "club" of guys who share that attitude. Does Sony, Nikon, Canon, Lumix, Blackmagic or Fuji have that? No,...not really. But,...what of you strip ALL that RED "attitude" away? What is left behind for RED? The hardware itself is not "that" special by today's standards. Will Nikon water down the RED, "All American, edgy, against the system" attitude? That kind of thing does not play well with a super conservative Japanese company. I dont know but RED without "attitude" ruins the "fashion" attractiveness of that RED logo. (A lot!!)

[@_tographer]

I’d say each brand has their own attitude/vibe/aesthetic. RED has done a lot to convey a sense of style in an industry dominated by cameras as cool as tv remotes. Love it or or hate it, a lot of customers make their choices based on how the product makes them feel, the symbolic message it sends, and the lifestyle associated with it: Red Bull, Oakley, Nike, Apple, etc - Nikon could definitely use some of that RED swagger, I hope it works out.

[@michaelmalodrums9674]

@@_tographer would you say Canon has RED swagger ?

[@_tographer]

Closer yes

[@cmdrls212]

8k global shutter bigger than full frame not special 😉okay

[@keithbrown454]

This was very interesting and deep. I really appreciate the indepth information delivered here. Now I understand more than I did before. Thank you.

[@Sgtrooper1001]

I think, only time will tell. I've been an Amateur Film Maker, doing this for a hobby not to earn money, for nearly 22 years. I have worked with so many many camera Brands but Nikon as an film Making Tool was never my weapon of choice. After 3 Panasonic, 1 Canon DSLR and my actual Sony AX-53 i would love a Nikon who take the part of Film making serous. A camera like the Sony FX 3 would be nice. A power House in a Tiny little affordable package.

[@RhettThompsonFilm]

I’ve been waiting for this video

[@Integr8d]

I think Red looked at Nikon’s argument (which was novel) and realized that the patent game was about to come to an end. Nikon saw them flinch and moved to pounce. Of course, they didn’t have to sell. But they looked at their options and decided to cash out. I’m curious if the settlements with Apple et al will stand (and if it gets them away from Sony for sensors).

[@sprocket64]

Why not establish a Nikon video division with RED being a flagship product?

[@_tographer]

Yes I think something like that is likely

[@TonyContiniProductions]

Because they want to use Red's name recognition in the cinema space. I read Red will still be brand.

[@Holtenstein]

IMO, this is fantastic news! I think this will give Nikon the chance to enter the cinema camera market and allow them to create a new cinema line of lenses. I actually don't think this has anything to do with the lawsuit that was dismissed. More just filling the hole in their business model.

[@grasworxTTGameplan]

Nikon's video problems were not about their cameras or optics, it was about how they focused. I get the feeling you read some stuff for this and really missed some of the subtle points in this debate. There's a lot of backstory here that's missing from the wikipedia pages...

[@_tographer]

Are you talking about their lens rings rotating the opposite direction? I’m well aware and have a large collection of Nikon vintage glass. This video is based on my personal perspective not a Wikipedia page.

[@corneliusdobeneck4081]

Personally I think not much will change within the two companies. RED will benefit from the resources that Nikon has and Nikon will benefit having a good filmcamera compoany in their portfolio no more relying on just stills cams wich enebles them to forget about HYBRID cameras and instead focussing on ass-blast stills cameras with Nikon. Should become very interesting. Best of luck to both of them.

[@onceuponatime800]

🤢🤮🤢Once Jim Jennard departed RED I had a feeling and it became true, that RED was slowly losing money, momentum and they were heading slowly to extinction so the new owner and CEO sold it before he lost even more money. I was one of the first RED ONE original camera owners and RED treated me like crap after I paid them their $40K all at once for the Red One with all accessories. I was one of the first 500 buyers that should have received the RED One but RED played favorites and shipped over 5,000 Red Ones before they shipped mine so I lost valuable time to rent it so I can recuperate the $40K I paid them. I'm still trying to get rid of it and will never trust this company or Panasonic ever again. Panasonic's problem is that they introduce a camera and 3 years later they stop any technical support on it, so AVOID Panasonic at all costs.

[@morucek]

RED should ask itself how to compete with ARRI…. That should be the main goal

[@highdynamicphotographyfilm2235]

Nikon has been very aggressive and serious about videos. I don't this will end like Atari…I think we will see some amazing things will come out of this buyout deal. Nikon's recent cameras have great autofocus, they are capable of shooting 8K 60p without getting overheated, N-Raw & Nikon color science is great, and Z lenses are amazingly sharp. Can't go wrong with this acquisition.

[@_tographer]

I hope so! That really would be a great outcome,

[@felipeignacioortegaarriaga1121]

Nikon is embarked on the video world since D90 and now with the Z9/8 took a significant step forward but have been learning at the tip of criticism their entry and a place in the video world, I think you have to give time to time and this is what Nikon in his reorganization plan was looking for a partner or acquire a major player in the video and film industry, now Nikon will be able to present a hybrid camera with superior quality video remember acquired MRMC Mark Robert Motion Control and disappeared not only is there a little legend in the background of the web page that says "A Nikon Company" that I learned on the RED page then, there will be mutual benefits but it will not disappear as such.

[@DrL33productions]

Nikon and Red video department is going to be name N-Red! haha

[@2424rocket]

No… RED-KON

[@MarkLewis-l3f]

Who cares what Nikon did or didn't do in the past? It's all about the glass, & nobody makes better glass than they do. They just built a bridge from videography to film while nobody was watching.

[@AndroidTech]

Great video!

[@nyambe]

Do you think prosumer video cameras have been eating the pie the pro cinema market?

[@_tographer]

So hard to say for sure but my guess is probably not, more likely just A LOT more users looking for quality “prosumer” equipment: KZbinrs, streamers, podcasters, content creators, influencers, etc. The industry of “content” has exploded over the past decade and now basically every platform is video first. Hollywood ebbs and flows on a separate cycle, same with high end commercial production, those budgets remain quite high so the cost of gear isn’t as relevant: they just buy the best/most expensive. Sony was smart to target and capitalize on the emerging influencer and creator markets. There a healthy sales funnel from iPhone photographers and vloggers looking to upgrade to more dedicated and powerful cameras.

[@nyambe]

@@_tographer The thing is that a few years back us midlevel producers migh have bought a RED,, but today we can do comercial work even with almost any camera. I have showed up with a rigged FX30(matt box, v-mount, atomos, wireless etc..) they were like ... fine. I always had in mind renting if I needed more, but it just has not been the case. It would be compatible to what I have anyways. This has had to have an impact on both Nikon and RED. Are you still with the GH series?

[@_tographer]

Yup still shooting Lumix, too many advantages and benefits at such a low price, it just makes sense. I see what you’re saying, not sure if that’s a big impact or not. It seemed like RED had some success with Komodo but maybe not? Nikon has been putting out some great specs but they’re so late to the party and so many people love the Sony ecosystem, from consumer to professional, it all plays nice together. Understandable why they’ve taken over so much of the market. RED certainly used to be the gold standard for “oh you’re a professional” but that’s really changed now that more camera brands have quality products, and plus the client pool is shifting to more recent generations so that will have an impact on their perception as well. Lots of RED shooters were just people with deep pockets, it never really said anything about their talent. The general public got wise and we’ve just seen the natural progression of what matters most: skill. Plus you’ve got most video projects these days destined for social media, as long as the camera is better than a phone, it’s “professional”

[@nyambe]

@@_tographer Yes! You are a living proof that specs don't mean a thing. I myself are on the FX30. APSC is also an insane value with third lenses. BTW, I had noticed that more than a couple Film Camera KZbin Sony/Canon personality suddenly were "switching" to the Komodo. Now I am wondering if RED was doing some back door marketing with them by offering them special deals. Oh well

[@white_lizard]

Wonder what's gonna happen to the EF and RF mounts. All gone. Changed to Z mounts

[@_tographer]

We shall see…

[@anthonyrock5039]

Probably switch to zmount as a base but that does matter for most users who only use the RF as a base to convert to PL for pro cinema lenses, or ef etc. I think I had 1 RF mount lens apart for my speed booster for my Komodo and typically don't use rf lenses.

[@white_lizard]

Most people I know around me are either EF, RF, E or PL Mounts. Don't know any Z mount users @@anthonyrock5039

[@MarkLewis-l3f]

They aren't going to do that. That would alienate most of the RED user base. Those people will represent a customer base they want to keep.

[@CCozart]

😊There seems to be a fundamental misunderstanding among some reviewers of this topic that the acquisition of Red by Nikon is somehow a mutually beneficial partnership. However, this is an acquisition and when companies acquire other competitor companies 9 times out of 10, they're going to dismantle them and maintain the superiority of their dominate brand, based their original corporate goals. Most likely; Red is dead.

[@MarkLewis-l3f]

RED was not a competitor for Nikon, they've never been in the same market. Nikon didn't acquire RED to kill them, the acquired them to catch up to Canon & Sony.

[@annebokma4637]

There is one other company who can use raw compression without bothers from red. Black magic design... Nikon isnt in prosumer video and neither is red. BMD is.. how to get an edge on sony, canon etc? Buy the patent instead of destroying it. Now they still dont dare to get sued, and nikon can bring a prosumer nikon pine designed by red using red raw to market. With the only real competition being BMD

[@angeloplayforone]

Your analysis is one of the best I have heard on KZbin about this deal. The other is from Tony Northrup who explain the different markets and competitors within the spaces.

[@ptg5377]

Nikon lost in court? Where are you getting your facts?

[@_tographer]

Ah yes, fair enough, I misspoke. It was dismissed / settled out of court.

[@nevetsnonnac3330]

@@_tographer Which means Nikon lost. The people are playing semantics or don't understand what a settlement is and legal procedure. Dismissal means there is no longer an active dispute for the court to decide on yet could be in the future if circumstances change. Unlike a withdrawal whereby the plaintiff decides to not pursue litigation. There was no finding for either party in this instance, though a settlement means Nikin recognized the risk of being found to be infringing and pursued settlement to avoid the finding and potentially greater financial impact than settling, such as a product recall as part of the remedy. Keep banging.

[@_tographer]

I’m no lawyer but yes I think there are many ways to look at the case and whether you take things at face value or read between the lines. Technically they didn’t “lose” so it’s fair to call me out on that (which I edited the video to remove that line for clarity) but from a philosophical or metaphorical perspective they didn’t win so yes they lost haha. Either way you slice, it seems like RED held the advantage, so Nikon responded with an acquisition.

[@dimitrimoonlight]

Nikon wanted end for raw recording parents.

[@CatPixStudio]

Here is ... (1) why Nikon had a real shot with their lawsuit against RED in contrary to Apple, Sony and others: (2) why Nikon won't licence internal compressed RAW in the near future to competitors: (3) why it's a good thing: (1) Nikon had an entirely different lawsuit approach as shown in the video below. kzbin.info/www/bejne/lZC7Y2h8p5d-la8 Nikon claimed that the application for the patent wasn't valid in the first place as RED made serious mistakes doing so. And Nikon surely have tangible evidence for it, which other competitors don't have. (2) BUT if Nikon had won the lawsuit instead of the joint dismissal and agreement with RED in 2023, RED would have lost their patent. Which wouldn't have been just a big loss for RED but a loss for Nikon too. Because not just Nikon would have benefitted from a "free" patent, even more so Nikon's competitors, who already have a good grasp in the video/cinema industry. So with their joint dismissal of the lawsuit and their agreement the important patent still stays intact. And now RED and Nikon can benefit from each other without other competitors benefitting from the patent. (3) In a strong competition with big companies like Canon and Sony having a strong ally behind your back is a good thing for development and production resources AND in the end for the consumer.

[@_tographer]

Yea good food for thought

[@andersistbesser]

Making nikon cool again..

[@_tographer]

They have a big hill to climb haha

[@umeshbreed9922]

photography is all bout the true colors... videography is is all bout look .. ????? what was this video bout? both r good in there systems.... no 1 knows wat will evolve ?

[@MarbleMtFilmsLLC]

Now watch Canon buy ARRI. That would be hilarious.

[@_tographer]

😂😂😂

[@Mike-hr6jz]

This is capitalism

[@WatchingTheWorldGoRound]

Red is an overpriced camera with underwhelming image. Nikon used to be like Arri in the film days for still , now with the Z9 they are back in the game. Only competitor to Nikon now is Arri and Black Magic.

[@JonPais]

The RED V-Raptor and V-Raptor [X] are some of the very best cinema cameras in the industry aside from ARRI. You're looking at $100,000 for an Alexa 35, which makes it a rental-only proposition, while the V-Raptor is $25,000, making it a viable owner-operator possibility. RED is used by some of the best DPs to walk the face of the earth. They're modestly priced, too, esp. when you consider that media and licenses for ARRI and Sony cinema cameras cost more than I paid for my first automobile. The image is fantastic and post-production with R3D is a dream. Only someone living in an alternate universe would say RED's image is underwhelming. Blackmagic is not in the same league, with atrocious rolling shutter and middling dynamic range. They aren't used on Hollywood film sets and BRAW is rarely used in high end production.

[@WatchingTheWorldGoRound]

@@JonPais Red is only chosen to shoot by DPs when higher frame rates and there is lot of action so the global shutter to eliminate like you said rolling shutter effect. Wait for Black magic to use the new global shutter Sony sensors on BMCC FF 6K for under $5 price. I think Nikon could help Red to become competitive by making it a reliable camera to use.

[@JonPais]

@@WatchingTheWorldGoRound Gotta truthfully say, your comments are all inaccurate. Give it and your beloved BM a rest dude.

[@asdasd2da]

NO Na E kon Yes knee Kon