Above:  The team from ARRI, with Milan Krsljanin on the right with Tim Hartley

On the 27th October, the newly restored Pier Pavilion cinema in Penarth, complete with its 4K video projection facility, was the location for a demonstration of one of IBC 14's 'must sees', ARRI's AMIRA camera.  ARRI's Business Development Manager, Milan Krsljanin, had lent an AMIRA to Cardiff filmmakers Storm and Shelter for a week, and the resulting video, shot in the Penarth area, was premiered at the event.  Josh Bennett, one of the producers, said that, "it's almost impossible to get a bad shot with the AMIRA...it was a complete joy to use".

In his presentation, Milan explained that this type of industry feedback is integral to the ARRI philosophy.  "We listen and make modifications so as to stay on the bleeding edge of technology," he said.  Unlike its bigger sister the ALEXA, the AMIRA has been designed as a lightweight alternative, aimed at the self-shooting documentary market.  "We've tried to make the camera easy to use.  We even considered how easy it is to balance when it's hand held or on someone's shoulder," said Milan.  The results, as seen in the various clips screened at the event in ultra high definition, were certainly impressive.  Milan explained that to achieve such quality, "it's the quality of the pixels not just the number that is key.  The quality of skin tone on screen is our measure of success.  Just look at the skin tone!"