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Header image for article Press Release: Panasonic is Creating Buzz in the Hollywood Production Industry

Press Release: Panasonic is Creating Buzz in the Hollywood Production Industry

LOS ANGELES, CA (October 25, 2016) -- Although it has been recently sharing the wealth with other production cities, Hollywood remains the oldest and most important location to the world's film industry. It's home to six major film studios, all of the major trade organizations, prestigious film schools, and awards ceremonies. But with the consolidation of media companies, streaming distribution platforms like Netflix and Amazon, and new technologies like 4K and VR, Hollywood is undergoing a major transformation.


In order to adapt to the evolving film and entertainment industry, Panasonic is making major investments in Hollywood, broadening the reach for its professional broadcast and cinema products. Investments include key personnel additions, expanding activities, hosting content screenings, additional collaboration within the local production community, and renovating its Hollywood offices.

New Hires

Panasonic has made a number of key hires in 2016 to increase its Hollywood presence. For marketing, they recently hired Neil Matsumoto as a Marketing Specialist concentrating on the Hollywood production community. With a background in filmmaking, Matsumoto comes from the publishing world, having been the editor of ICG Magazine and HDVideoPro. Another recent hire is Laurence Nunn as Cinema Market Business Development Manager. Nunn previously worked at Panavision with over 25 years as a prep manager, global technical trainer, and technical documentation manager. West Coast Territory Account Manager Doug Leighton takes on a new role as VariCam Specialist, to promote and exclusively support the growing VariCam Cinema Camera lineup. The founder of RTS Systems and an associate member of the ASC, Leighton has been with Panasonic for over 18 years and has earned respect from cinematographers throughout the industry. For sales, Steve Slade was hired as the new Territory Account Manager for the Southern California market. Having worked at VMI and Metrovonics, Slade has worked in the video production world for over 25 years, garnering a vast knowledge of Panasonic gear. Another recent hire is Andrew Borses as Systems Support Engineer based in Los Angeles. With a background in on air live broadcast television, Borses has worked as a Senior Project Manager, Technical Engineer, and Technical Director for companies such as Harris Corp., Grass Valley, and Disney/ABC Television. A Panasonic veteran for over 25 years, Steve Mahrer continues his role as Senior Technologist, educating VariCam users on fundamental technologies and applications in the professional production and post-production industry.  

Strategic Outreach

Now with three professional 4K cinema cameras in the VariCam 35, VariCam LT and new VariCam Pure, Panasonic has been increasing its presence in the production community with a number of outreach events, including screenings, training workshops, and promotional events. At Panasonic Hollywood Lab (PHL), Panasonic has been creating significant buzz with screenings of VariCam-shot footage inside its 4K digital projection theatre. Each screening is followed by an informative Q&A session with filmmakers and an after-party. Also at PHL, Panasonic has been offering free monthly VariCam Training Workshops led by Leighton and Senior Technologist Steve Mahrer. The workshops, which are running through March, 2017 and focus on various aspects of the VariCam system, are being promoted by organizations like the International Cinematographers Guild (ICG) and Digital Cinema Society (DCS). Panasonic Hollywood holds separate VariCam training events co-organized with leading rental houses like Keslow Camera and Panavision. In addition, with Codex, which develops and manufactures RAW recording and workflow systems, it recently launched the VariCam Pure at the historic ASC Clubhouse.  


Panasonic's office in Hollywood, located at 3330 Cahuenga Blvd West, is about to undergo a major makeover. Along with revamping the workspace for current employees and new hires, much of the renovation is developing a more comfortable reception area for visiting customers and filmmakers. There will also be a state-of-the-art demo room for cinematographers to conduct camera tests for their individual projects. Panasonic Hollywood also houses a service department that handles maintenance and repair of the VariCam cinema cameras, studio cameras, handheld camcorders and projectors. In addition to hiring new support staff, service is also part of the renovation process in the Hollywood office. "Panasonic is focused on and dedicated to a growing global production community," says Panasonic's Carter Hoskins, Director, Broadcast/Cinema/Professional Video Systems. "This focus began a number of years ago with many months of soliciting invaluable customer feedback in Hollywood while we were developing the VariCam 35. With these recent strategic moves and significant new product announcements, Panasonic is positioning itself to be a major contributor to the Hollywood production community for decades to come. We hope to provide filmmakers with the necessary tools to create their passion project, whether it's for the silver screen, television, or for a mobile device. We want to interface directly with and provide extraordinary support to the film and entertainment industry's best equipment rental houses, cinematographers, producers and directors. It starts in Hollywood and we are excited to be making these investments in our partnership with the production community."   

About Panasonic Broadcast, Cinema and Professional Video Systems

Panasonic offers leading products to acquire, transmit and view high-quality video, over both video and IP networks. Professional products include VariCam cinema cameras, P2 HD camcorders, 4K and HD handheld cameras, Pan/Tilt/Zoom cameras, studio and box cameras, switchers and monitors. These products serve customers in cinema, broadcast, professional sports, higher education, enterprise and other markets.  

About Panasonic Corporation of North America

Panasonic Corporation of North America provides a broad line of digital and other electronics products and solutions for consumer, business and industrial use. The company is the principal North American subsidiary of Osaka, Japan-based Panasonic Corporation and the hub of Panasonic's U.S. branding, marketing, sales, service and R&D operations. In Interbrand's 2014 annual "Best Global Green Brands" report, Panasonic ranked number five overall and the top electronics brand in the report. As part of continuing sustainability efforts, Panasonic Corporation of North America relocated its headquarters to a new facility, adjacent to Newark Penn Station in Newark, NJ. It is the first newly constructed office tower in Newark to earn both LEED Platinum and Gold certifications from the U.S. Green Building Council.

Learn more about Panasonic at us.panasonic.com/news.

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