In the High Dynamic Range imaging arena, it looks like RED's HDRx mode just got some competition. But while RED's technology cleverly combines two different exposures taken with the same sensor (fractions of a second apart), newcomer AMP uses a beam splitter to divvy up incoming light onto three separate sensors. We've seen beam-splitting HDR before, but this is a single unit that currently claims 17.5 stops of exposure, with up to 20 being claimed for the production unit. However, while the demo video says it "reveals reality," in fact tasteless HDR can render reality into a garish mishmash:
"Isn't it time everyone had HDR video?," the clip asks. Judging from many of the examples, no, it's not. That said, the technology is very interesting, and used wisely, could result in some beautiful images. The camera uses Nikon F-mount lenses, records raw data onto SSDs, weighs less than 5 lbs (without lens), and should be released by the end of the summer. No word on pricing, but I would expect this to be a specialty rental item as opposed to something shooters feel a need to own. For a less hypetastic demo and more informative video, see here:
Of interest, from their FAQ:
AMP was designed to be sensor independent. Technically speaking, any sensor in the world can be incorporated with the AMP technology to produce a camera system with HDR and other video features.
Link: AMP HDR