Panasonic Varicam LT Now Below $10,000 – $6,500 Price Drop Explained

Just before Cine Gear 2019, Panasonic has announced a significant price drop for their Super35 cinema camera, the Varicam LT. During the show, we visited Panasonic’s booth and talked with Mitch Gross about the price drop. The camera body is now selling for US$9,995. This price actually gets you a ready-to-shoot package with I/O ports, a battery plate, a Canon EF mount, and a control display.

The Panasonic Varicam LT was introduced around 3 and half years ago. With that camera, Panasonic was aiming to provide a lightweight alternative (or companion) to the Varicam 35. For more information about the Varicam LT, check our older articles: Varicam LT announced and Hands-on and exclusive footage. Just before the Cine Gear 2019 show, Panasonic has announced a significant price drop for the camera, valid through the end of September 2019 – from US$16,500 the price dropped to US$9,995.

Panasonic Varicam LT Price Drop Explained

Mitch Gross from Panasonic told us that the reason to lower the price of the camera is based on market research. He spoke about the psychology of buying a camera body. By reducing the price of the Varicam LT, Panasonic is hoping to attract more customers by being in a different, “10,000-ish” price category.

With cinema cameras it is often necessary to spend another couple of thousands for accessories in order to be able to film with them, as the camera body often comes without the lens mount, battery plate, I/O ports, etc. Hello, RED?

With the Varicam LT, the situation is much better. For less then $10k, customers will basically get a ready-to-shoot Varicam LT package. It consists of the camera body, a Canon EF lens mount, I/O ports, a battery plate, and a control display, which can be used as a monitor. Just add appropriate media, lens and battery, and you can start shooting. Sure, for serious work, you will have to get additional accessories (at least an EVF), but it is nice to see that the camera comes with all the vital parts already.

B&H buy link: Panasonic Varicam LT Was: $16,500.00  Now: $9,995.00 (Savings: $6,505.00)

CVP (Europe) buy link: Panasonic Varicam LT Was: €14,408.98  Now: €8,914.40 (Savings: €5,494.58)

(By shopping at our affiliate partners’ stores you are supporting cinema5D through our buy links, as we get a small affiliate commission when a purchase is completed.)

The control display is included with the Varicam LT body.

Mitch Gross further assured us that the Varicam LT will keep getting better with future firmware updates, which will be free of charge. Panasonic does not plan on replacing the Varicam LT anytime soon. They believe in this system and they will keep updating it. This is definitely an important statement when considering to invest in the camera system.

What do you think of the Varicam LT price drop? Are you considering to invest in the Varicam system now? Let us know in the comments underneath the article.

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Tobias MennlePhilSam Robert RuffoMichael Lee Recent comment authors
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 juan rosa
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juan rosa

Panasonic marketing campaigns for the Varicam LT has been terrible and their price point since the camera was introduced was a bit high compared to the competitions. The Varicam Sensor Kicks Sony fs7 f55 and Canon c700- C300mkii ass but not many shooters or potential renters are aware of the camera due to lack of advertising and pricing. Hopefully with this price reduction people can star buying the camera and experience this wonderful dual Native sensor like many Netflix and TV productions have been doing for the past 3-4 years now.

Tobias Mennle
Member
Tobias Mennle

… and at ISO5000 kills any Arri S35. Yes the marketing has been terrible. And they should have made a great Varicam to Alexa lut right from the start – could have called it a Kodak film lut. I got a very early LT and still love the camera but even more so the imagery. It is weird though that after more than 3 years there is still nothing better for my purposes on the market.

Software upgrades are good, but why not a hardware upgrade – incorporating what external recorders do into the camera body – 444 4K, 422 4K 50p, and much improved 100/200p. There should be space enough… or so my dealer told me.

Geoffrey Bassett
Guest
Geoffrey Bassett

Would be a fantastic option, unfortunately their choice of P2 cards for media drives the shooting cost of the camera through the roof.

Kirk Kidner
Member

Just use adapter

TrueBlue
Guest
TrueBlue

Is there an adapter that works?

 Robert Ruffo
Member

I will always remember what you did to me Mitch, so I would never buy anything you represent. In fact, I just talked a prodco out of buying 3 of your Varicams. Felt good.

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