Orange County Business Journal

Red Digital's Epic Camera Available for Sale

Kari Hamanaka Monday, July 18, 2011

Lake Forest-based Red Digital Cinema Camera Co. has released its Epic-M camera.

It's described as a "pre-production camera" that will require software updates, according to a media update posted on the Red Digital website.

Pre-production refers to the first stage in the filming process, including screenwriting, the selection of sets and locations and other preparatory work.

Production of the Epic, which has a starting price of $28,000, was delayed after a software bug was uncovered last year.

That was resolved a month later and the Epic and Red Digital said it was ready for production in November.

Another version of the Epic, the Epic-X, is set to begin production later next month with “full swing” production beginning in early September, according to the Red Digital update.

The Epic's release is a significant move forward for Red Digital, which has been looking to snag more market share among directors, cinematographers and others with its digital cameras.

The company’s cameras have been used to film movies such as “The Social Network” and “Pirates of the Caribbean: On Stranger Tides” along with television shows such as “Southland” and “Pretty Little Liars.”

Red Digital was founded in 2005 by Jim Jannard, who started Foothill Ranch-based Oakley Inc., a maker of sunglasses, prescription frames, goggles and clothing.

Jannard sold Oakley to Italy’s Luxottica Group SPA for $2.1 billion in 2007.

Last year, Jannard bought the former Ren-Mar Studios in Hollywood, which he renamed Red Studios Hollywood.

Earlier this year, Red Digital subleased space in the Irvine Spectrum to accommodate for the company's growth and the launch of new products, Red Digital Executive Chairman Scott Olivet told the Business Journal in April.