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Digital technology evolves at such a rapid pace that the chips cameras use need to be updated every few months. Partnering with Arri has some practical advantages. The companies have begun research and development efforts, and the camera will be available once “Captain America: Civil War” commences shooting on April 27. The Russos tested the Alexa while shooting “Captain America: The Winter Soldier” and were impressed with its results. Under the terms of the memorandum of understanding, Imax and Arri will be entering a joint development effort to customize the Alexa 65 – Arri’s new large-format 65mm camera, lens and workflow system – for use in Imax productions. “There’s an impressionistic quality to film that I’ll cherish forever, but today’s audience and younger audiences prefer the sharpness and crispness and reality they get from looking at digital,” said Joe Russo. He noted that he has a fondness for the look of film, but that might be changing as new generations have grown accustomed to digital projection. “Our motto is you can only build a film with what you bring into the editing room, and we like to bring as much as we can.” “It allows us to keep rolling and do multiple takes while keeping the energy up,” said Joe Russo.
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Some directors prefer the crispness and aesthetic qualities of film, but Joe Russo said he and his brother like to shoot on digital because they prefer to have lots of footage. “This is where there was a gap and now we’re filling this gap in our arsenal,” said Foster. The 2D camera, however, is more compact and easier to use than its film equivalent. Imax remains committed to its 2D film cameras, and views the new digital camera as a complement to its existing offerings, not a replacement. The company still plans to be choosey about the caliber of director it allows to use its technology, but it should increase the number of films shot in the format to roughly one a financial quarter. In a very calculated way we held back the supply, and that’s increased demand in a way that we haven’t been able to satisfy.” “The demand for our cameras has never been stronger,” said Greg Foster, CEO of Imax Entertainment. Superman: Dawn of Justice”), Brad Bird (“Mission: Impossible – Ghost Protocol”), Christopher Nolan (“Interstellar”) and J.J. Imax has been very selective about allowing filmmakers to use its cameras, limiting their use to a few A-list names such as Zack Snyder (“Batman v. That’s what the Russos plan to do in the case of “Captain America: Civil War.”
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Moreover, many 3D productions, such as “Gravity,” are shot in 2D and converted to 3D in post-production. Imax currently has a 3D digital camera and 2D film camera, but is manufacturing the new technology in recognition of the fact that more and more films are shot digitally. The new cameras have emerged through a co-development partnership between the wide screen company and Arri, the German motion picture supply giant.