New awards, old friends, top gear: ARRI at NAB

ARRI reflects on a successful NAB 2017 in Las Vegas.

The annual NAB Show, the media and broadcast industry’s largest trade fair, took place in Las Vegas from April 24 to April 27, 2017 and naturally ARRI was an eager participant. “ARRI is energized for NAB 2017,” declared Jörg Pohlman of the ARRI Executive Board just before the doors opened on Monday, April 24. During the four days of the show, ARRI was happy to welcome numerous long-term customers as well as renowned Directors of Photography and Steadicam Operators who value the company’s high-quality products. ARRI was also recognized with two NAB HUB Awards at the show; ALEXA SXT W was announced as a winner while SkyPanel Firmware 3.0 received a special mention.

Dr. Jörg Pohlman addresses the ARRI team shortly before the show opens

On the Sunday morning before the show, ARRI hosted their largest dealer meetings to date helping to inform partners of new highlights to be on display. As in years past, ARRI product managers took this chance to continue a professional dialogue with trusted dealers demonstrating ARRI’s dedication to understanding their customer’s real world needs. During the show, ARRI also hosted two receptions at the ARRI booth; on Monday after the show ARRI friends and employees relaxed at the Partner Program reception and on Tuesday evening the Lighting reception was very well attended.

ARRI hosted well-attended dealer meetings the Sunday before the show

The ARRI booth was centrically located in the Central Hall this year and enjoyed heavy traffic the four days of the show. The stunning HDR show reels both in front and inside the HDR tunnel were easily accessible to show visitors. ARRI’s commitment to best overall image quality was displayed on 4 HDR monitors featuring ARRI camera footage from HDR Amazon productions (MOZART IN THE JUNGLE, THE GRAND TOUR) at the front corner of the booth pulling visitors into the HDR tunnel behind.

The 4 HDR monitors at the corner of the ARRI booth impressed visitors with the best overall image quality

SkyPanel took up a good deal of the booth floor and even part of the ceiling! With the new Firmware 3.0 update, ARRI SkyPanel is now able to offer users 10 new features including lighting effects and source matching. “The Firmware 3.0 update is a game changer,” comments Syna Greiser, Director of Marketing of the Business Unit Lighting. The SkyPanel fixtures have been greatly impacting the film and TV lighting industry ever since their launch.

The interactive SkyPanel presentation at the ARRI booth

The camera system highlight at the ARRI booth this year was the ALEXA SXT W. The ALEXA SXT has undergone a major upgrade with the addition of a wireless transmitter, making ALEXA SXT W (“W” for wireless) an entirely wireless professional motion picture camera system. Stephan Schenk, General Manager of the Business Unit Camera Systems, mentions “ARRI has always taken customer needs very seriously and their number one wish was to integrate wireless into the cameras so we devised a way to give it to them.” Another important camera upgrade at this year’s show was the ARRI Look Library. Color fan decks were created for visitors to demonstrate the 87 looks, each in 3 intensities, possible with the feature. This proved to be a highly useful marketing tool that could also be valuable on set. An augmented reality app to be used with the ALEXA SXT was created in time for the show was also available for download.

Some acclaimed friends from GAME OF THRONES visit the ARRI booth (from left): director of photography (DP) Johnathan Freeman ASC, DP Anette Haellmigk, Stephan Ukas-Bradley (ARRI), executive producer Bernadette Caulfield, producer Greg Spence, and Stephan Schenk (ARRI)

NAB visitors could test drive the TRINITY and MAXIMA at the show and these useful products proved to be great attractors to the ARRI booth over the duration of the show. Lenses also enjoyed special attention this year with a special display case that was made especially for Prime 65 lenses.

Steadicam operator Stephen Camponelli SOC (SULLY, AMERICAN SNIPER) enjoying the ease and convenience of TRINITY

As in years past, a variety of ARRI cameras and lighting units were also on display at many other exhibitor’s booths, highlighting the compatibility, excellence, and reliability of ARRI products.