Cinema Raw

CHAPTER 1

Creating a New Paradigm

Behind the Scenes at Digital Bolex¹

GETTING THE BOLEX BRAND

Joe Rubinstein and Elle Schneider radiate energy like thousand watt bulbs, and it’s infectious. They’re fun to be around.² They certainly don’t suit-up with executive airs, as corporate spokespeople do at other camera companies. Some might think they should, especially when you take on the 85-year-old Bolex brand. They’re the South-By hipsters who upended the camera world during the spring 2012 music and film festival in Austin by announcing the first CinemaDNG raw camera for $2500 on their Kickstarter.com campaign.

And as some Kickstarter projects feel half-slapped together, this is what many people at first thought about the Digital Bolex announcement. ...