How could it be that cinema, the age-old medium of moving pictures
on a screen, continues to not only survive, but thrive?

After all, we live in an era in which people are constantly inundated with a dizzying array of media, presented in a countless variety of formats. Television, radio, and the advent of online streaming services have failed to topple the king of visual storytelling that is cinema. Perhaps it is the immersion that only a masterpiece of visual storytelling can provide; an epic on a silver screen. In order to create such a spectacle, only the best equipment must be used. An insignificant flaw from an inferior lens that goes unnoticed during production could result in the shattering of the film’s immersion; a failure to transport the viewer to a fantastical world. In terms of equipment, especially the lens, nothing less than perfect is acceptable.

Once an exclusive art that could only be practiced by a select few, cinematography becomes more and more accessible each day. No longer restricted to an exclusive clique of professional directors of photography, students and advanced amateurs from a broad stretch of the budget spectrum now partake in the once-exclusive activity, to produce works of astounding quality; and demand equipment of a caliber that suits their masterpieces.

The cry for excellence remained unanswered.