Video: ARC’s Digital Cinema Launch Party

Posted in News by Nathan Lee Bush on April 25, 2012


Adorama Rental Company celebrated the launch of its new Digital Cinema Department in style at Manhattan’s spectacular Tribeca Skyline Studio. Top cinematographers and Directors of Photography were in attendance as key cameras were displayed and demonstrated in special live-action sets that included a painter, a cupcake decorator, a sushi chef, and a tattoo artist. Clusters of plasma screens throughout the space displayed the different cameras’ output for scores of guests to compare as they snacked on sushi and sipped on drinks from the open bar.

ARC has kept ahead of the curve of the industry’s adoption of digital cinema, continually adding the latest, most advanced digital equipment to its rental inventory—cameras such as the ARRI Alexa; RED One MX, EPIC, and Scarlet-X; Sony F65 CineAlta and PMW-F3; and the Canon EOS C300. Lighting and grip equipment, not to mention a full range of top-of-the-line optics, have kept pace with these pro-level upgrades.

Yet even as it expands its inventory into the film and video world with the opening of its Digital Cinema Department, Adorama Rental Company remains committed to providing concierge-style customer service—including individual consultation with equipment experts and after-hours tech support.

Check out the video to hear from attendees and ARC representatives about this new step in our mission to meet our customers’ needs!

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  1. […] designed for every niche, including the Atlas FLT, Atlas 10, Atlas 30 and Atlas 200; we share a video from our recent Digital Cinema Division launch party in Tribeca; and we list the week’s […]

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