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Everything Changes. Including Price.

November 04, 2012

RED® Announces New Prices

RED® is excited to introduce price reductions on all our cameras. The move comes after a surprise announcement from RED founder Jim Jannard on REDUSER. Under the characteristic “Everything Changes…” title, Jim stated that:

“We have learned how to make EPICs in quantity, lowered our assembly costs, found better suppliers and paid off our NRE.”

“That means we can continue to charge the same for an EPIC (and now make an obscene amount of profit) or lower the price….”

“The industry struggles how to handle it when technology gets better for cheaper. We just tell the truth.

“We are ready to lower prices on EPIC.”

The new pricing affects all of our cameras. In addition, we’re introducing two new camera options: Battle-Tested RED ONE® and EPIC®-X MONOCHROME.

RED is committed to making the best tools in the best way. As Jim concluded:

“So. We could easily pretend and invent a new model to justify a lower price with higher performance. You are too smart for that. So are we. Instead… we will just lower the price of EPIC.”

EPIC continues to be modular. Dragon will be an upgrade. Meizler is a module. All is good in the world if you accept the fact that everything gets better, cheaper, faster and for less money over time….”

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