Blackmagic Drops Price of Cinema Camera to Just $1,995

The camera was unveiled at NAB 2012 for an already low $3,000. “Too many manufacturers make products that are way too expensive," said CEO Grant Petty.

Blackmagic Design has dropped the price of the Blackmagic Cinema Camera to $1,995.

The company unveiled the 2.5K camera at NAB 2012 for an already low $3,000 -- and in the process, it stunned the filmmaking community not just for the price but for the postproduction equipment manufacturer's decision to enter the camera business.

“The response to the Blackmagic Cinema Camera has been incredible,” said Blackmagic CEO Grant Petty in a statement about the price reduction. “The tremendous support we received encouraged us to work even harder to make the camera available to more videographers and filmmakers.”

Petty has been outspoken about why he thinks pricing of professional production equipment is too high. “Too many manufacturers make products that are way too expensive or too complicated,” he said in a recent interview with THR.

"Thousands" of Blackmagic Cinema Cameras have shipped to filmmakers around the world, and the company is extending its camera line.

Earlier this year at NAB 2013, the company unveiled the Blackmagic Production Camera 4K with a Super 35 size sensor and 12 stops of dynamic range. Priced at $3,995 -- body only -- it accepts EF mount lenses from Zeiss and other glass manufacturers and records either Apple ProRes 422 or lossless CinemaDNG RAW files.

The 4K camera is expected to begin shipping in three to four weeks, according to the company.

At NAB 2013, Blackmagic also unveiled a $995 Pocket Cinema Camera with a Super 16mm sized HD chip and 13 stops of dynamic range.

witter: @CGinLA