Demand for Sony's Venice camera increases as production resumes

The rental market reflects strong market demand for Sony's iconic and versatile digital cinematography camera.

As productions return to pre-pandemic levels, rental companies across Europe are seeing high demand for their stock from the Venice of Sony. In the British company Dynamic Rentals, which has a privileged position as the only rental company in the world that rents exclusively to other rental companies, are proud to say that the Venice was the first chamber they invested in just two years ago and that now They have more than 50 cameras of this model for rent on five continents, more than 15 countries and 25 markets around the planet.

Brandon Zachary, owner of Dynamic Rentals, highlights that "demand is almost parabolic at times. In a fairly saturated market, it is rare to find something that everyone loves. In a context in which rental companies not only have to face the financial impact of COVID, but also the dilemma of formats between S35 and FF, it is more difficult than ever to decide where to invest. The possibility of changing between S35 and FF on the Venice is undoubtedly an advantage in this context. We always turn to CVP as first must-see when purchasing digital cinema cameras and lenses. They know the market well, they know that it is important to have stock and they always go one step further so that we reach a satisfactory agreement.”

“In an uncertain world, the Venice is becoming a very safe bet for rental companies and, by extension, for production companies,” he acknowledges.

Hiroshi Kajita, Head of Media Solutions at Sony Europe, comments that "after a complete drop in demand in the world during the summer, it is a real pleasure to see that the content industry, especially series and film productions, are recovering with numerous projects underway and planned for the near future. We are sure that this upward trend will be reinforced in the coming months. The Venice camera was one of our big stars even before the pandemic, because it is based on the feedback of cinematographers and directors, and we have been incorporating new features continuously since its launch, although it is still great to see such high demand.”

Sony's popular digital cinematography camera has been used in the production of the fourth season of The Crown, with Adriano Goldman as director of photography, as well as the second season of His Dark Materials (with cinematographer David Higgs), Top Gun, Unhinged and the Alex Wheatle episode of the miniseries Small Axe.