After great success with its first Premista investment, Action Filmz has plans to add the newly announced Fujinon Premista 19-45mm T2.9 to its gear.
Dubai-based cine and production equipment rental company Action Filmz invested in the MENA region’s first Fujinon Premista large-format zoom lens. The Fujinon Premista 28-100 T2.9 has been rented out on well over 30 productions over the past 10 months. This initial investment has now been expanded to include the Fujinon Premista 80-250 T2.9-3.5.
Speaking about the investment, Crispin Dominic, Owner and Managing Director of Action Filmz said: “The Fujinon Premista large-format zoom lenses have opened up opportunities for many productions to maximise the potential of new large-sensor cameras such as the ARRI Alexa Mini LF. With a large-format camera, the use of other cine zoom lenses that are made for the smaller super 35mm format may not cover the larger sensor, and require an image crop which defeats the purpose of shooting with a larger sensor.”
The Fujinon Premista zoom lenses are designed for large-sensor cinema cameras such as the ARRI Alexa LF and Alexa Mini LF, Sony Venice and RED Monstro 8K cameras. The Premista zoom lenses have been used locally for commercials, especially beauty shoots where the Premista’s pleasing rendering of skin tones has been an important decision-making factor.
Dominic says he has served as DoP on beauty commercials that have used the Premista zooms for “the pleasing skin tones”, choosing not to employ diffusion, where a glimmer glass or other filter would traditionally have been used. These lenses have also proven popular for car commercials.
Action Filmz has plans to add the newly announced Fujinon Premista 19-45mm T2.9 as well to its gear.
“Business is picking up again and productions require state-of-the-art camera packages. This has included the ARRI Alexa Mini LF and lenses that cover the full large format sensor of this camera. Demand is expected to increase as more productions want the large-format look,” concluded Dominic.