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Thread: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

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    Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    Well, more news to follow, live from the photokina press conference. Sony and Hasselblad together shake up the scene!

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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR


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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    Major let-down. APS-C. Time to move on.

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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR


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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    ohhhh noooo, this is really bad. i really looked forward to this.

    now hasselblad is slapping their logo on some sony cams. like leica is doing with panasonic.
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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    Fail.... 5K

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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    I would rather take a non designer, functional camera over this. Camera looks really ugly.

    Good news, anyway.
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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    Hahahaha. A rebadged NEX-7 for 5k EUR? You gotta be kidding. Just sad.
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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    I though a rebranded EJJI battery for the DF was a bit steep but this is silly.
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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    Phase one: New DF body with "fine-tune" AF
    Leica S: More buffer, half a stop higher iso and "better image quality"
    Hasselblad: H5-D: Better focus and print-ready JPGs ...

    Re-badged NEX-7, ugly as hell.

    HAHAHA.

    This can't be sustainable!

    The best thing so far is the Leica M. But even then Sony will take the cake with their upcoming NEX-9 or what it is called for half the price.

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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    hasselblads future seems to be creating luxury accessories out of sony products.

    "we are using carbon fiber, titanium, wood, leather and precious metals - including gold." won't make the cameras better and looking at the drawings better looking neither.

    dammit.

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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    They seem to have lost it from my perspective. Guess I must be dumber than their marketing division. I am lost for words on this.
    Last edited by MartinE; 18th September 2012 at 12:56.
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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    Quote Originally Posted by Paul Spinnler View Post
    Phase one: New DF body with "fine-tune" AF
    Leica S: More buffer, half a stop higher iso and "better image quality"
    Hasselblad: H5-D: Better focus and print-ready JPGs ...

    Re-badged NEX-7, ugly as hell.

    HAHAHA.

    This can't be sustainable!

    The best thing so far is the Leica M. But even then Sony will take the cake with their upcoming NEX-9 or what it is called for half the price.
    This is a great boost for Leica M, for sure!

    WTF? 1,000 Euro NEX-7 which looks far more elegant is turned into a circus clown outfit for 5,000 Euros!
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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    Quote Originally Posted by Paul Spinnler View Post
    Major let-down. APS-C. Time to move on.
    Where does it say APSc ? ... I couldn't find anything about resolution or sensor size ... link please.

    Thank you,

    -Marc

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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    Oh my God !!!

    It reads "The Lunar is a celebration of the passion that the company's founder Victor Hasselblad had for photography," says Luca Alessandrini Hasselblad's new business development manager."

    "embracing traditional Hasselblad state-of-the-art image capture combined with stunning Italian design features"


    Mr. Alessandrini per his name sounds undoubtably Italian??? Should we assume he will not hold his position very long ???

    Camera looks

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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    Even if whilst trying to pull a Leica (Panasonic re-badging) ... this just went horribly wrong. The re-branded Leica stuff is at least priced "reasonably" and doesn't look weird

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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    Quote Originally Posted by fotografz View Post
    Where does it say APSc ? ... I couldn't find anything about resolution or sensor size ... link please.

    Thank you,

    -Marc
    It has beend tweeted by DSLRmagazine from the press conference. It is a re-badget NEX-7 for 5 times the price.

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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    Quote Originally Posted by Paul Spinnler View Post
    Even if whilst trying to pull a Leica (Panasonic re-badging) ... this just went horribly wrong. The re-branded Leica stuff is at least priced "reasonably" and doesn't look weird
    so true. the drawings of the Hasselblad Lunar really make my eyes hurt.

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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    This makes no-sense for them. Hasselblad tries to be Leica because they can't innovate. They havent even managed to produce new backs that match Phase One's offerings. The only place near me where you can buy Hasselblad stuff is a professional photography store. I can't imagine professional photographers buying that camera. They would need a fancy hasselblad store in mayfair to sell this stuff. Probably you will be able to get it at Harrod's or something like that. This is just embarrassing for them.

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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    Just what information are the marketing divisions at the MF companies feeding to their management teams that lead them make decisions like this?

    I totally understand the logic of going for the mass market by extending the brand, thats where the money is. But APS-C at 5,000 EURO? What are they taking?

    It doesn't even qualify as Giffen good because it is so damn ugly!

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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    This will take a miracle to save HB now . Destroying a life time of reputation and great photographic products . What were they thinking ?

    Sony is destroying the entire industry .

    Can you imagine doing street shooting with that camera ?

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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    Honestly, from a business perspective, who are they targeting. I'd fire this Italian marketing guy. The target demographic could buy a Leica M-E for that price. Probably getting better image quality, higher resale value and the prestige of owning a Leica M with a nice 18 MPX CCD without AA filter. This on the other hand is just plain ugly, unnecessary and a marketing mistake. Hasselblad to me represents functionality with sober Swedish design. Not Italian woodgrips, Colaniesque forms and a cheap consumer sensor in it. There's nothing suggesting premium image quality, the key differentiator I to that moment associated the company with. No custom sensor, no custom lenses, just custom marketing bullshit.
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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    Quote Originally Posted by Paul Spinnler View Post
    this just went horribly wrong.
    Quote Originally Posted by glenerrolrd View Post
    This will take a miracle to save HB now . Destroying a life time of reputation and great photographic products . What were they thinking ?
    I just don't get these people. I understand the need to find new markets, but some creativity in this process should live somewhere in the minds of those making decisions.

    A digital xpan with an panoramic sensor would have made the photo world talk about Hasselblad. Now everybody is laughing.
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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    Quote Originally Posted by glenerrolrd View Post

    Sony is destroying the entire industry .
    How is that?

    Hasselblad

    The sad news is that they will not stop with this abomination. They had announced "future" products.

    An ugly A99 is also in the cards, it seems.

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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    Did some idiot hire Luigi Colani again?
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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    "I have long held a desire to enable every fan of the iconic Hasselblad brand to have the opportunity to own one of our cameras. Our mission remains focused on the development of exceptional products at the very top end of the market segments in which we operate. The Lunar camera extends the ongoing partnership and cooperation strategy with leading companies around the world."
    Hasselblad CEO in the press release

    How in the world can these words walk hand in hand with the announcement they made.

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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    I don't even...

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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    I just read the press release in detail. Instead of producing innovative products they will piggy-back on Sony's products and create luxury derivations of it. Sony gets their cut from each camera and can sell their lenses and Hasselblad has to make money by asking insane amounts of money for re-badget consumer gear.

    Maybe they made a poll in the Shanghai financial district and got a resounding YES from the target audience. But in my view most consumers won't be as stupid as to buy this camera gear. I value functionality and innovation and design comes second, especially when the premium asked for it seems to be A FEW HUNDRED PERCENT.

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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    Quote Originally Posted by kipling View Post
    Did some idiot hire Luigi Colani again?
    haha, nice one.

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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    I guess Hasselblad is going to need its own forum section for the art deco inspired camera with bathroom fittings. Perhaps you can combine the Ricoh and Pentax forums as they are the same company and give Hasselblad the Ricoh space.
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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    Tough economy. Tough year at Photokina. Even tougher crowd.

    Pent up techno dreams and schemes dashed on the hard rocks of reality.

    No digital XPan. Instead a camera designed by the Hellen Keller Institute with precious Oil Baron and poser fixtures.

    No new Phase Camera so desperately needed.

    No higher ISOs for the M ... a semi-dedicated available light camera.

    No true replacement for the Sony A900 (like a A950 with 36 meg and an OFV).

    Incremental performance gains not yet fully explained for the H5D and Leica S.

    Sigh.

    -Marc

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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    As a hasselblad user I can safely say that I am extremely disappointed with this announcement. Why would anyone at hasselblad consider this as an option to enter mirrorless compacts. Leica me and Leica m are looking fantastic at the moment.
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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    Well the reality seems to be that the MF manufacturers don't have the financial resources to radically innovate (total MFD market is 12 000 units, with substantial margins for the dealers) and are bound to adopt either consumer technology such as Sony sensors which are getting better and better or scientific/military technology derivatives (huge CCDs from Dalsa) which are getting behing in terms of DR/noise etc. compared to Sony. If Dalsa creates a 100 MPX CCD, we will Se an IQ 200, if not, not. If Sony's licensing agreement with Nikon ends, we will see maybe a NEX 9 full frame, and then a Hasselblad "Neptun" for 5 times the price in Euros.

    So basically the only one's left innovating are Sony/Canon and this will determine what we will see.

    I highly doubt that the Leica M sensor can match Sony's technology.

    Sad times for MFD.

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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    The REAL import of this announcement is not the release of a grossly overpriced, rebadged Nex-7. It's the new relationship with Sony, which just may give Hasselblad access to technology for its professional level medium format line that it could not develop on its own. Maybe this is a precursor to Sony taking over Hasselblad. Lots of potential benefits to that if handled and executed properly.
    hcubell
    www.howardcubell.com
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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    Quote Originally Posted by kipling View Post
    Did some idiot hire Luigi Colani again?
    Looks to me more like they hired Luigi the Clown.
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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    Sad times because there will be a point in time where 35 full-frame sensors will achieve 50 MPX (next Canon 1) and in together with new glass such as the Schneider announcements or the new Zeiss Distagon lenses, there will be no other reason to shoot MFD than the look of a bigger sensor and maybe the advantages of a tech cam.

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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    A big disapointment. These are made for Dubai.

    Michiel

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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    The actual story is about a partnership that intends to produce a range of cameras.
    How that range shapes up we will see..
    -bob
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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    Man a updated DF seems genius at this point at least they have state of the art backs. Lol

    Leica M might be the winner overall as cool product.
    Photography is all about experimentation and without it you will never learn art.

    www.guymancusophotography.com
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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    Leica M and Alpa FPS
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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    I think there are some very strange reactions from people here, the camera isn't aimed at medium format shooters so why care what it is? If it doesn't float your boat then that's fine.

    For me, medium format is a pretty small market, the products require lots of resources and are expensive to produce and develop, if a company like Hassleblad need to sign up to this sort of thing to stay in business and continue producing MF kit then so be it, it doesn't affect me. If the announcement was that Hassleblad were closing because they have a share of a very small market and it wasn't sustanable then that would be far more disappointing to me than this camera.

    There is only the speculation of a price as far as I can tell, who knows what it will actually be when it comes out, also I think it's great to see new materials and design, it doesn't always have to be boring black boxes!

    I'm of the view that the camera adds a small percentage to the images I create, I can have the most expensive camera in the world and point it at something crap, I will have a very detailed picture of a pile of crap, I have control over time, the framing, the light to some extent and then I press the shutter, if the image is rubbish it's more than likely my fault, not the cameras, I won't be producing better images with a better camera, I will be producing better images through practice and vision.

    So, good luck to them, I won't buy it but I hope hundreds will, then the profits can go into developing new MF technology.

    Obviously this is just my viewpoint!

    Mat
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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    I guess this is where the H5 money went.

    If this camera fails badly, that's not good. It this camera happens to succeed, that's also bad because it'll encourage them to do more of the same.

    It is a lose-lose proposition no matter how you slice it.

    Bah!

    -Marc

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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    Made for Dubai????

    Please explain.

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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR


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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    Quote Originally Posted by fotografz View Post
    I guess this is where the H5 money went.

    If this camera fails badly, that's not good. It this camera happens to succeed, that's also bad because it'll encourage them to do more of the same.

    It is a lose-lose proposition no matter how you slice it.

    Bah!

    -Marc
    The REAL problem here is they are losing there historical roots as a premier MF company . This just dilutes that. They really needed a new back and it's a shame that was not addressed.
    Photography is all about experimentation and without it you will never learn art.

    www.guymancusophotography.com
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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    Quote Originally Posted by bahr View Post
    Made for Dubai????

    Please explain.
    I think he meant Doha

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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    Quote Originally Posted by Paul Spinnler View Post
    Leica M and Alpa FPS
    Arca Factum and Cambo WRS 5000 and compact as well!
    .

    Leica M gets the revolutionary move.
    Photography is all about experimentation and without it you will never learn art.

    www.guymancusophotography.com

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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    Actually, Hasselblad is going to have to play some serious catch up with the Japanese companies. The Japanese have been making these products for years. At least they have Sony to help them out, but that adds to cost--most companies that have gone to a large company to make their products have found the added cost a real problem as their prices and margins are not really competitive.

    The other problem is their customer base is very conservative. It don't look like a Hasselblad. They are really going to have to make in roads into a very crowed field. Remember Mamiya 35mm cameras? The rebadged Cosina Bessa did not really help Rollei. A miniature H with a 35mm chip might be a better idea.

    I wish them well. They are trying to stay afloat in difficult times and it is a bold plan. I hope that camera is not the future as most over-designed (or over-decorated) cameras do not do well.

    I hope at least the mirrorless will come out with a V-mount adapter...

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    Re: Breaking Hassleblad/Sony: "Lunar" mirrorless with sony E/A mount 5k EUR

    @ bahr

    Oh oh, as a methaphor for rich. Bling bling for in your Rolls Royce!
    Don't take it personel

    Michiel

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