(MENAFN- Khaleej Times) Canon aims to facilitate film and video-makers greater creative flexibility as the market in the Middle East and North Africa (MENA) is projected to be worth more than $2 billion this year.
"With our expertise in sensor development and our heritage in lens design, we believe we can provide high quality, highly versatile products that will offer even greater creative possibilities for both film and video professionals," Hendrik Verbrugghe, marketing director, Canon Middle East, told Khaleej Times on the sidelines of Cabsat 2015.
It is estimated that penetration of satellite television into the 80 million households in the MENA region will shoot from 65 per cent to over 80 per cent by 2016. Verbrugghe said the region's filming industry is booming with multiple universities now offering production courses, a growing pool of young aspiring talent, and local platforms such as the regional film festivals.
There is huge interest in professional film making in the region, which serves Canon the right opportunity to tap into, he added.
There is a great pool of filmmaking talent in the region, but they often hesitate from taking the first steps as they are deterred by the substantial costs involved in acquiring professional film equipment such as cinema cameras, he said.
At CABSAT 2015 Canon is demonstrating its ongoing commitment to the film industry and showcase how its professional video line-up offers a versatile choice of solutions. Talking about the company's participation at Cabsat, he said: "At Cabsat, we are showcasing our strongest-ever professional video line-up. Each of these products has been developed with the needs of professionals in mind, empowering our customers to be more creative than ever before. With the EOS C100 Mark II we're extending the range to meet the needs of an even wider range of users € from independent users through to cinematographers."
Canon Middle East supports both established and aspiring cinematographers by providing platforms to showcase their work, the marketing director said.
The company is not only showcasing the latest innovations in its EOS C and XF range, but also hosting thought-leadership sessions involving industry experts. "Canon will offer attendees exclusive, hands-on experiences with the latest innovations in technology € spanning both the EOS and XF ranges. The star of the show is our latest launch of the EOS C100 Mark II professional cinema camera," he informed.
Europe, Middle East and Africa combined represent the second largest box office in the world. In the MENA region, the film industry has witnessed unprecedented growth over recent years, and particularly in Egypt, where the movie industry continued to go from strength to strength.
In the UAE, there has been a real boom in local film production houses, and high profile films such as Mission Impossible 4 seem to have further stoked the region's appetite to deliver high quality, local productions. "While the film production industry clearly represents a major market in EMEA, we also believe that the potential for Cinema EOS extends to other industries like wedding videography, news gathering and independent documentary and corporate film-making, which is significantly huge in this region," he said.
Talking about 4K, he said: "It's approximately four times the number of pixel count used in today's Full HD images. We see a lot of demand for 4K production among local cinematographers due to the quality of output it can offer."
He mentioned: "We are not able to discuss specific sales targets. However, 4K content acquisition is becoming a credible option for more and more productions, particularly in the digital cinema industry."
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