Sony PMWF3L/RGB Brochure page 2

Sony Affordable 35...
First unveiled at NAB 2010 by Alec Shapiro, Senior VP of Sony
Professional Sales and Marketing, it was quickly put under glass.
The camera remained under glass at IBC, attracted much interest,
more speculation, and only non-disclosable smiles from Sony staff
about the sign that said, "Affordable 35mm Camera. "
The IBC press release was short: "Sony plans to introduce an
' A ffordable 35mm Camera' to join the F35 and the SRW-9000PL.
The demonstration of an R&D prototype will re-affirm the goal of
establishing a 35mm line-up to cover applications from high budget
to lower budget production. " Another big sign above the affordable
prototype and its 2 Sony Cinealta PL camera siblings (F35 and
SRW-9000PL) proclaimed, "It's a 35mm World. " Absolutely.
2 Sony PMW-F3
Sony's Alec...
Two months after IBC 2010, on a cold, sleety November 8th, Alec
was back—this time on the lofty 35th floor of Sony's New York
Madison Avenue headquarters, ready to introduce the new camera
to the press, and the world.
The evolution was complete: the new camera is called PMW-F3,
the third 35mm Cinealta Digital Camera. "Affordable" was an
understatement.
The PWM-F3L package be will shipping end of January or early
February as a basic camera with PL adaptor (no lenses): list price
will be around $16,000. Yes, the comma is in the correct place:
$16K. The PMW-F3K package consists of the camera, PL adaptor,
and 3 Sony PL Primes, with a list price around $23,000.