GETTING THE BOLEX BRAND

Joe Rubinstein and Elle Schneider radiate energy like thousand watt bulbs, and it’s infectious. They’re fun to be around.2 They certainly don’t suit-up with executive airs, as corporate spokespeople do at other camera companies. Some might think they should, especially when you take on the 85-year-old Bolex brand. They’re the South-By hipsters who upended the camera world during the spring 2012 music and film festival in Austin by announcing the first CinemaDNG raw camera for $2500 on their Kickstarter.com campaign.

And as some Kickstarter projects feel half-slapped together, this is what many people at first thought about the Digital Bolex announcement. ...

Get Cinema Raw now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.