RED Announces EPIC Price Increases for 2012

RED's head honcho Jim Jannard has posted a number of updates to RED's camera prices. Because of the tsunami in Japan, production schedules and prices have been affected. The list of new 2012 prices is kind of ugly as posted by Jim, but thanks to Peter Roehsler and some Google Docs magic, here it is as a correctly-formatted table:

As you can see, the biggest change is the EPIC-X brain has increased by $7k (though, as Jim points out, this is with the new titatium PL lens mount instead of the now-discontinued aluminum one, which decreases the net price change to $5,500). Still, one can only wonder what impact this will have on their long-awaited, oft-delayed cameras at price points we're used to.

If you're not already a RED customer, because of their ordering stages you can't currently order an EPIC-X, but that will presumably change soon -- certainly before the above price increases, which don't go into effect until January 1, 2012 (correct me if I'm wrong, RED shooters). And of course, on the DIY side what many of us in the indie world are wondering about are the forthcoming SCARLET and EPIC-S models. But whenever anyone asks about those in the forums, they're met with silence -- which I assume means we're talking about release dates well into 2012.

More details on shipping stages, etc. over on REDUSER.

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Funny while Apple is aiming at the Indie and prosumer users who bought millions on FCP Studios with the cheaper and less pro FCPX - RED is going in the opposite direction - after democratizing hign-end imagery with a the once 17 grand Red One - they've now tripled their pricing and making hard on the core market that bought thousands of Red One's and opting to go solely for the high-end market and do battle with ARRI and Sony - good luck!

July 14, 2011 at 4:14PM, Edited September 4, 7:54AM

Lance Bachelder

Jim Jannard is all id & ego. Anyone who creates a company to impress his young wife is probably doing it to feel a rush of energy that he still feels relevant. Even in his heyday as Oakley ceo/founder, he probably never hobnobbed with a bunch of Hollywood elites on a regular, sustained and sycophantic basis. Now they are playing up to him. He must love himself so much.

Why cater to the dirt under the finger nails, bleary eyed, authentic auteurs and their dreams of you know, making something one day, that might just shake the world up a bit? Even when scarlet was introduced, it was touted as good for soccer moms. He just can't stop thinking about women.

July 15, 2011 at 7:25AM, Edited September 4, 7:54AM

Jannard is all ...

Everyone in the entertainment industry has an ego, even those bleary eyed auteurs, who probably can't wait for their big break so they can date their way through all the young scarletts.

This whole industry is ego and id, if you were expecting humility and humbleness, try something else.

July 17, 2011 at 10:36PM, Edited September 4, 7:54AM

Dude online

As a former newspaper graphics guy, I can't help but crack up at your great headline! "Epic Price Increases"

July 14, 2011 at 5:22PM, Edited September 4, 7:54AM



July 14, 2011 at 8:43PM, Edited September 4, 7:54AM

Ryan Koo

Im simply getting started down this road, the adventure is going to be lengthy, but my goal is two years to have an entire time revenue on-line and to give you the chance spend more time with my household as a substitute of going for a nine to five job..

August 22, 2011 at 12:25PM, Edited September 4, 7:54AM


I'm still waiting for the $3,000 Scarlet we were promised four years ago...

Where I come from this sort of vapour ware marketing is called a scam...

July 15, 2011 at 6:24AM, Edited September 4, 7:54AM


no one hears you :(

July 16, 2011 at 9:02AM, Edited September 4, 7:54AM


To the contrary of other electronic manufacturers red price go up with time and it has the blessing of its fanboys. The place where I really laugh is when everything is put on the Tsunami, it is so cheap. I have been using these since primary school, but on the contrary my parents or teachers never fell for it. People should tell them that the Tsunami thing has been done so much that it stinks. What seem strange is that the increase of price should happen now and not next year when most if not all capacity will have been restored. You have to think if it is a tactic to boost sale so that people will buy now and that perhaps there sales target are not met.

July 15, 2011 at 6:28AM, Edited September 4, 7:54AM


the $5k 9shooter beats the $58k RED EPIC:

July 15, 2011 at 8:21AM, Edited September 4, 7:54AM

Dr. Elliot McGucken

I honestly have lost all hope in Red products!!!

July 15, 2011 at 8:44AM, Edited September 4, 7:54AM


I forgot another thing, it is the Epic S (I think it is S) the one which was supposed to be about $ 12 000 for the body. Now that the price of the bigger Epic will be in the $ 35 000, it will open the way for this one to be in the $ 17 000. The people that have been waiting for this camera which was first the 35mm Scarlet in the $ 7000 mark. I am starting to see suicide call on the thread of those who have been waiting for ever for this camera because of its price point. They are starting to realise that in the end it was just a pipe dream. In the end, I pity those people that put there faith (I mean sometime it is like a religion for some) in any company or corporation, where these people don't give a damn about them.

They are only where they can make the maximum money, full stop. Where is the pioneer red camera project to democratise filmmaking etc... They are just looking at the market and telling themself why they sould sell a Epic 30% less than its competitor Alexa. So they all type of school yard excuses to jack the price up. So that they don't look like the big corporation that they have been criticizing since day one. This is what bothers me about red. It is not there prices etc. but the type of morals, aura and belief that they put around them as if they are better than their competitors.

July 15, 2011 at 9:35AM, Edited September 4, 7:54AM


I would be very reluctant to buy anything from a company with such low credibility...who knows if they will still be around a few years from now...

July 15, 2011 at 6:40PM, Edited September 4, 7:54AM



"RED will be eclipsed by Canon, just like Sun computers was eclipsed by PCs, as Moore's Law tends to favor companies aiming up, rather than companies aiming downwards.
9shooting with the Canon-Based Nine Shooter (9shooter < $4,500) beats the Red Epic ($58,000+). . . And just wait until the Canon 5D Mark IV!

RED will be eclipsed by Canon, just like Sun computers was eclipsed by PCs, as Moore's Law tends to favor companies aiming up, rather than companies aiming downwards.

Far more filmmakers are using the Canon 5D and 7D than photographers are using the RED EPIC or Scarlet or original RED.

And the next generation canons will only increase this trend.

What happened to Sun Microsystems? RED is the Sun Microsystems. Canon is the Microsoft/Dell/Apple in this case. Today's $299 laptop from Fry's electronics beats the $20,000 Sun Ultra Spark Station from ten years ago.

Moore's law tends to favor companies reaching upwards far more than companies reaching down, as Moore's law represents a rising tide, not a falling sky.

The PC eclipsed Sun Microsystems, eating into its marketshare and leading to its end.

Canon/Nikon will eclipse RED, eating into its marketshare while surfing Moore's law on up, and leading to its end.

Moore's Law represents a rising tide, not a falling sky, so even though RED might be reaching down with the EPIC, Canon and Nikon will easily beat it in price and functionality as they reach up with their next models, preserving their own vast markets while also eating into RED's markets.

Sun's core business was servers, not desktops nor software! And their servers were replaced by PCs, due to Moore's law! "

July 15, 2011 at 10:07PM, Edited September 4, 7:54AM

jennifer hanks

Firstly this whole copy and pasted blob of text made no logical sense on the site it came from and it still doesn't here...

Secondly what is all this fascination with the "9shooter" stuff? All I see is two cameras bolted together with a bunch of random gear being held by bunch of scantily clad women... the 5D is for taking stills while recording on the camcorder... This in no way compares with RED at all. Not to mention why on earth would you want to record video that way? All you would be getting is a bunch of directions to the model from the photographer while the camera is pointing else where for 80% of the time. plus it seems very clumsy.

I'm not really a fan of the way RED runs their marketing and pricing, but Lets not lie here, I would love a RED cam.

And i have a sneaking suspicion "jennifer hanks" and "Dr. Elliot McGucken" are one and the same...

July 17, 2011 at 9:33PM, Edited September 4, 7:54AM


well, one major difference between the 9shooter and the Red Scarlett is that the Red Scarlett is pure hype/vaporware, while the 9shooter is real.

and yes, each canon from here on out will eat more and more into red's marketshare. canon will surely release 4k/5k cameras and cameras capable of raw video in the next couple years. and already their dslrs are enough for major motion pictures/network TV shows.

it will be epic!

July 19, 2011 at 9:01AM, Edited September 4, 7:54AM


It's not Jim's fault! He doesn't have internet...

July 16, 2011 at 2:14AM, Edited September 4, 7:54AM

Him Himself

Calm down guys. Remember that RED is a small company, they can't take advantage of the economies of scale like Sony or Arri can. They manufacture only a small number of units which drives the price of each unit up.
Some of you talk like RED owe you something - unless you paid a deposit then the price went up, or you paid a deposit and never got anything, you're just pissing in the wind.
Saying they're aiming to bring out X camera at Y time for Z dollars then changing their goals or missing that target doesn't constitute a betrayal.
Unless you're a rental shop or a big shot you're only going to be renting a RED anyway, so what impact is the retail price going to have on you? It's still cheaper than the Alexa or F35/65 and still has a unique aesthetic and nice modular system.

July 16, 2011 at 4:35AM, Edited September 4, 7:54AM


The Epic is a high-end professional tool. If you want cheap, get a DSLR, but you'll get what you pay for. Besides, nobody says you have to OWN one of these expensive cameras. You can rent it as you need it.

July 16, 2011 at 12:06PM, Edited September 4, 7:54AM

Ravi K

Get a 5d mk II, instead of waiting for a scarlet. I did so. It's not as hi-res as the RED. But one does not have to live thru this unending hype driven publicity smog that RED has been putting it's customers through. Enough of this Nerdisthan BS and just get a decent cam which is close enough in quality and output value. The RED is an exaggeration of epic proportions, too much hype for too little substance.

July 20, 2011 at 2:01AM, Edited September 4, 7:54AM