AMIRA: multi-purpose tool

Launched as a documentary-style camera due to its single-user ergonomics, AMIRA is fast becoming the preferred option for an increasingly diverse range of production types that want cinematic image quality in situations where crews are small, time is short and budgets are constrained. With AMIRA opening up entirely new application areas, many cinematographers and productions that would not have previously considered working with an ARRI camera are now doing so.

The re-programmable processors inside AMIRA allow it to be updated with functionality that goes beyond the original specifications and responds to changing customer needs. A good example is in-camera UHD recording, with more than half of all AMIRAs sold now having implemented the UHD software upgrade. AMIRA productions already shooting UHD include the internationally distributed British series Outlander and nature films for the BBC's prestigious Natural History Unit.

AMIRA appeals to TV productions that need to move fast, such as the US series Benders, The Making of the Mob, Ballers and Maron. "The AMIRA is a really quick camera and I like that about it." says Maron DP Joe Kessler. Other AMIRA shows around the world include Power Rangers in Australia, Mata Hari in Russia and This is England '90 in the UK, where AMIRA is also popular for scripted and non-scripted reality shows, soap operas such as Holby City and cooking shows with celebrity chefs like Jamie Oliver. In China AMIRA has increased its share of the television market, with producers of drama series and daily soaps using AMIRA to achieve the ALEXA look on a smaller budget. 

The award-winning US production company NFL Films uses its 30 AMIRA cameras to shoot regular-season and post-season American Football games. AMIRA has also been used to shoot behind-the-scenes and on-court footage of top tennis stars for an official Wimbledon documentary, as well as Formula 1 motor racing, Premier League football, and America's Cup golf. 

AMIRA's responsiveness suits the spontaneity of music-based shoots. French DP Jérôme de Gerlache bought his AMIRA for music videos, documentaries, commercials and corporate films, and used it recently at a music concert. "It's great to find the pure pleasure of filming again," he says. "The AMIRA takes care of image, sound and postproduction workflow all on its own."

Corporate films such as Vodafone's Firsts campaign in the UK and The Gap's One Stitch Closer program in the US have found AMIRA to be the perfect tool for blending a documentary style with slick, inspiring images. Production companies looking to invest in a versatile camera find AMIRA a compelling choice; Matt Marek and Jamie Tiernay of Toronto-based SOAK Studios comment: "We work both in entertainment and commercial spaces...and can't wait to use it every chance we get."

Fast-paced and minimally crewed independent feature films are turning to AMIRA for a cinematic look they wouldn't otherwise be able to achieve with their budgets or shooting styles. DP Si Bell, who shot the movie Tiger Raid in Jordan with AMIRA, comments, "Not only did it withstand the high ambient temperatures, it was lightweight, comfortable, and extremely easy to use. The internal NDs were such a timesaver...and the AMIRA's fold-away monitor came in really handy."

Countless commercials have been captured with AMIRA all over the world -- many of them finding the camera's ability to shoot 200 fps slow motion without any reduction of image quality invaluable. Leading production companies now routinely select AMIRA when producing high-end commercials for international clients such as Land Rover, ESPN, Mazda, Amazon, Samsung and Rémy Martin.

With functions including 200 fps high speed, programmable user buttons, internal ND filters and a pre-record mode, AMIRA is an ideal camera for nature films shooting in remote and wild locations across the globe. Among the numerous natural history productions to rely on AMIRA is One Planet, a major new BBC series that will begin broadcasting in 2016.

Documentary filmmakers immediately saw the production benefits of AMIRA and embraced it fully, taking the camera to locations such as Mount Everest, Sub-Saharan Africa and Rio de Janeiro. UK-based DP Johann Perry notes, "Documentary work is about capturing human emotion in the moment -- no retakes, no second chances. With perfect ergonomics, killer sensor, and simple functionality, the AMIRA gives me complete confidence and control."