I got the word last week — Sony might be announcing something at WPPI. Could you swing by their booth and write a article?
Cut to 9AM today. Still no word on what exactly Sony had up their sleeves. A new flash, just announced, seemed perfect for the wedding and portrait market, was that it? No… they already had the flash on display. Could it be the next generation of A7? That seemed possible, but every Sony insider I probed seemed to be in the dark as much as me.
2:25PM: I get the word, an off site event, invite only, maybe we can get in… buses leave at 4PM.
3:45PM: I get approval and jump on one of the unmarked buses parked innocently enough in the hotel parking lot.
4:10PM: We show up at a simple building at the end of the strip. A Sony Alpha logo the only markings on the closed windows.
As we walked in the space, moody blue lighting, smoke, and low music spun by a DJ greeted us along with an open bar and hors devours. I looked around and saw what looked to be simple step and repeat backdrops with lighting and thought “maybe this will be a camera or a lens or something we get to try out.” Only time would tell.
I grab a drink, chat with friends I haven’t seen in a while, and make some new friends, faces I see around. It’s funny how small the photo world is sometimes. People from all over with various backgrounds, styles and goals all curious about what Sony had in store for us tonight.
“Please take your seats the program will start momentarily.”
Music Intensifies. Chatter builds up. A few things Sony wants us to know. Sony introduced the world’s first full-frame mirrorless in 2013. Mirrorless is growing. Full-frame is growing.
Their goal is a “world where more people will be able to enjoy full-frame mirrorless.”
Expect more.
They are changing the concept of the “the basic (full-frame) model.”
Expect more.
As the music rises, as if on cue, every phone in the audience goes up, each person wants to catch the moment Sony reveals their latest innovation. Beautiful images fill the screens. Specifications are listed. then…
“Perfection for all. Everything you need.”
Sony A7III
Applause, more chatter and then many impressive features of the Sony A7III are explained.
- 24MP Full-Frame Back Side Illuminated Sensor
- 15-stop dynamic range
- 5-axis optical in body image stabilization
- 693 Phase Detection AF Point, 93% Coverage
- EyE AF with High Tracking Ability
- 10fps Continuous Shooting (mechanical and Silent)
- 4k HDR Movie Recording by Full Pixel Readout
- 710 Shots Longest Battery Life In the industry
Expect more.
And finally the price. US $1,998.00 for the body, $2,198.00 for the kit.
Applause.
You can feel the tension in the air, people want to feel this camera in their hands and Sony does not let us down. With scores of cameras ready for testing and three amazing sets with models waiting just behind a backlit wall, a final flourish and the curtain is dropped. Those of us lucky enough to be in in this small venue take into our hands what Sony has told us will be the new “basic model.”
As I took my turn in line, I saw image after image appear on the large screens, beautiful rich color and tone.
As I held the body in my hand I felt a lightweight but well-built and balanced image making tool.
As I shot first portraits, and then an acrobat (with 10fps autofocus tracking working flawlessly), I thought to myself, if this is the new basic model, we really can expect more.
Check out the announcement below, and head to Adorama for more information about the Sony A7III camera (), and camera bundle with the FE 28-70mm f/3.5-5.6 OSS Lens ().
