Over the years, Canon has been overtaken by competitors such as Panasonic, Blackmagic, Fujifilm, and others, especially in film production. But with the release of the C300 MK III and EOS R5 this week, they may be on a very different trajectory.
If not canceled, these new cameras may be announced at this year’s NAB. This would have been a welcome surprise, as there hasn’t been much excitement at the Canon booth over the past few years…
This week’s announcements did create a lot of excitement, however, and much of it centered around the EOS R5 – Canon’s latest full-frame mirrorless camera and the first of its kind capable of 8K RAW internal recording.
Obviously I can’t talk about the quality of the camera because it doesn’t exist yet and I haven’t shot with it yet. But like everyone else, I’m curious to see what this thing is capable of…although I don’t have any need for 8K (2K is enough for my needs), it’s refreshing to see Canon push the boundaries like this – something we haven’t seen in years.
By the way, buying a camera based solely on technical specifications is never a good idea. People often believe that a larger sensor, more bit depth, a higher bit rate, or some other single variable is the key to great images. But no one spec (not even 8K) is the deciding factor, it’s how the system works together that matters.
Still, the camera’s 8K capabilities are sure to win over many filmmakers. Sony shooters may particularly like the EOS R5, as it’s the most obvious direct competitor to the popular A7 series (barring the Lumix S1H), but offers higher resolution and potentially stronger color science.
But for Canon to truly win over customers long-term, it’s not just about one camera. It’s about the overall direction and path they’re going in and how that affects the entire roster.
On that front, there’s a lot to be excited about with the newly announced products C300 MK III.
Personally, I have been a fan of the C-series cameras since I purchased them. C100 Back in 2015, it was my first and only Canon camera – I often regretted selling it as it was perfect for a variety of shooting scenarios and delivered gorgeous images despite its limited functionality.
However, unlike my old C100, the C300 MK III is packed with features… such as its innovative 4K dual-gain output sensor, which is said to produce over 16 stops of dynamic range. Combined with the Canon’s warm, natural colors, it’s possible to get some beautiful shots.
This camera also has many other great features: 5-axis in-body stabilization, internally compressed RAW recording, 2K frame rates up to 180 fps, and interchangeable mounts that are EF and PL compatible.
Starting at $10,999, the C300 MK III will obviously have a smaller market than the EOS R5, but these two cameras could be the one-on-one punch needed to help Canon get back on its feet.
It doesn’t hurt that there are still plenty of Canon lenses still on the shelves of filmmakers who have long since switched to other brands. An important factor in any filmmaker’s decision to change camera systems is the impact on their lenses. Will they be compatible? If not, you have to sell them all and start from scratch.
But many filmmakers still shoot with Canon glass or third-party EF lenses. They’re used to buying new bodies every year or two when a new camera is released, so this time it was relatively easy to just buy a Canon instead of a Sony and use their existing lenses.
I believe some brands need to rethink this unsustainable launch strategy. Customers are now used to buying the latest updated cameras every year, so their tools have become somewhat disposable. Unlike a RED or Arri camera that buyers may hold on to for years and upgrade over time, DSLR/mirrorless camera buyers know they’ll feel the pressure to upgrade within a year or two.
Canon, on the other hand, had the opposite problem – waiting too long to release a camera and falling completely behind on technology.
But now that they’ve made some real progress with the EOS R5 and C300 MK III, maybe things will improve. If Canon continues to listen to feedback and release new updates when they’re really needed, they could win back a lot of market share.
The EOS R5 and C300 MK III are both steps in the right direction for Canon. Time will tell how well they perform in the field and how quickly people adopt them, but based on the response so far, things are looking very positive.
The real question is whether these cameras will become an anomaly, or the new normal for Canon…
What do you think? Please leave a comment below.
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