Just before Cine Gear 2019, Panasonic has announced a significant price drop for their Super35 cinema camera, the Varicam LT. During the show, we visited Panasonic’s booth and talked with Mitch Gross about the price drop. The camera body is now selling for US$9,995. This price actually gets you a ready-to-shoot package with I/O ports, a battery plate, a Canon EF mount, and a control display.
The Panasonic Varicam LT was introduced around 3 and half years ago. With that camera, Panasonic was aiming to provide a lightweight alternative (or companion) to the Varicam 35. For more information about the Varicam LT, check our older articles: Varicam LT announced and Hands-on and exclusive footage. Just before the Cine Gear 2019 show, Panasonic has announced a significant price drop for the camera, valid through the end of September 2019 – from US$16,500 the price dropped to US$9,995.
Panasonic Varicam LT Price Drop Explained
Mitch Gross from Panasonic told us that the reason to lower the price of the camera is based on market research. He spoke about the psychology of buying a camera body. By reducing the price of the Varicam LT, Panasonic is hoping to attract more customers by being in a different, “10,000-ish” price category.
With cinema cameras it is often necessary to spend another couple of thousands for accessories in order to be able to film with them, as the camera body often comes without the lens mount, battery plate, I/O ports, etc. Hello, RED?
With the Varicam LT, the situation is much better. For less then $10k, customers will basically get a ready-to-shoot Varicam LT package. It consists of the camera body, a Canon EF lens mount, I/O ports, a battery plate, and a control display, which can be used as a monitor. Just add appropriate media, lens and battery, and you can start shooting. Sure, for serious work, you will have to get additional accessories (at least an EVF), but it is nice to see that the camera comes with all the vital parts already.
B&H buy link: Panasonic Varicam LT
Was: $16,500.00 Now: $9,995.00 (Savings: $6,505.00)
CVP (Europe) buy link: Panasonic Varicam LT
Was: €14,408.98 Now: €8,914.40 (Savings: €5,494.58)
(By shopping at our affiliate partners’ stores you are supporting cinema5D through our buy links, as we get a small affiliate commission when a purchase is completed.)
Mitch Gross further assured us that the Varicam LT will keep getting better with future firmware updates, which will be free of charge. Panasonic does not plan on replacing the Varicam LT anytime soon. They believe in this system and they will keep updating it. This is definitely an important statement when considering to invest in the camera system.
What do you think of the Varicam LT price drop? Are you considering to invest in the Varicam system now? Let us know in the comments underneath the article.