- Share this article on Facebook
- Share this article on Twitter
- Share this article on Flipboard
- Share this article on Email
- Show additional share options
- Share this article on Linkedin
- Share this article on Pinit
- Share this article on Reddit
- Share this article on Tumblr
- Share this article on Whatsapp
- Share this article on Print
- Share this article on Comment
Camera maker Red has acquired Element Technica, the accessories development and manufacturing division of 3Ality Digital, though 3Ality will continue to offer Element Technica’s 3D rigs. The value and terms of the deal were not disclosed.
“The 2D part of Element Technica was not core to our business,” Steve Schklair, CEO of 3Ality Digital, tells The Hollywood Reporter. “We are a 3D company and our main concentration is on 3D features production not TV production.”
Although Element started the camera accessories business based around the Red One, the portfolio now includes accessory systems for camera manufacturers including Sony and Canon.
A statement from Element Technica said: “[Red founder] Jim Jannard and his team, lead by Jarred Land, have been integral in the early success and brand recognition now enjoyed by Element Technica.”
The combination of 3Ality 3D rigs with Red cameras have been selected for features including The Hobbit: An Unexpected Journey and upcoming The Great Gatsby.
THR Newsletters
Sign up for THR news straight to your inbox every day