Jarred Land is president of Irvine-based Red Digital Cinema Camera Co.—a hot brand for digital moviemaking.
He pursues his analog passion on his personal time.
Land and his wife, DeBranne Treu, publish Wolf Magazine, a photography and fashion title produced in Hollywood. The print publication put out its first two editions this year, each about 300 pages and packed with fashion photos. It has no ads, counting on a $28 newsstand price for revenue.
It cost about $150,000 to produce the first issue and an earlier test product they launched at a party in Brazil, according to Land.
Sales have been good, he said, but the idea was never to make a big profit right away.
“Wolf is all about being a creative outlet,” Land said by email. “It really wasn’t about the money.”
He said he’s always had an “addiction” to periodicals. He got the idea for Wolf because many photographers he knows shoot commercials to pay their bills but don’t have a
print outlet for their more personal, creative work.
Land is editor-in-chief of the publication, which he plans to produce every eight months. He also shoots some of the photos.
Treu is creative director and also models.
“We don’t pick the concept or the story or the talent in the shoots,” he said. “We leave that all up to the photographer.”
Next up is the launch of a Wolf gallery in Hollywood, Land said.
Red makes digital still and motion cameras at a manufacturing facility in Irvine, where it employs more than 400 people. It also has a unit, Red Studios, in Hollywood. Movies shot on a Red camera include “The Great Gatsby,” “The Hobbit,” “Prometheus” and “The Girl with the Dragon Tattoo.”
Land took over duties from Red’s founder Jim Jannard in August. Jannard wanted to “work on the future of digital cinema … behind the scenes.” He also founded Foothill Ranch-based Oakley Inc., which was sold to Luxottica Group SPA of Italy in 2007 for $2.1 billion.
Polakoff is a staff writer for the Los Angeles Business Journal, a sister publication of the Orange County Business Journal.
