If we analyze the news related to Nikon, we might guess that the company is eager to get some of the filmmakers’ market share.  The Filmmaker’s Kit, RAW output and the new Trade up to Z, are marketing moves in order to get on the path to the filmmaker’s heart, by using the Z-series as a treat. Would it help?

Nikon: photographers dedicated

We all know that Nikon strengths are in photography, while regarding video capabilities, it’s lagging behind Canon, Panasonic, and Sony. It seems that someone in the high chairs is willing to change that, by initiate some marketing efforts with a drop of innovation, in order to get Nikon recognized as a filming tool.

Don’t get us wrong. The Z-series is pretty good. Although it is not the best mirrorless out there, it might be more than enough for junior filmmakers. The camera can shoot 4K, owns in-camera stabilization (Built-In 5-Axis Vibration Reduction) and has decent low light performances. However, filmmakers were not convinced and chose Canon, Sony, and Panasonic instead.

We all know that Nikon strengths are in photography, while regarding video capabilities, it’s lagging behind Canon, Panasonic, and Sony

Filmmaker’s Kit

We wrote here before about the new Filmmaker’s Kit that Nikon still offers for $4000, which has been announced at CES. The kit consists of some filmmaking goodies and the Nikon Z6 Mirrorless Digital Camera as the main dish. As stated by Nikon:” we’re giving videographers and content creators the gear they need to begin capturing high-quality videos with the most compelling hybrid camera on the market”

ProRes RAW with the help of Atomos

The next major announcement by Nikon together with Atomos is the ability to shoot RAW by using Atomos recorder on Nikon’s Z Series. That is indeed a fabulous achievement. It appears that Atomos found a way to record ProRes RAW from Nikon Z6 and Z7 via Ninja V Recorder. That accomplishment made the Nikon Z series to be the first Full Frame mirrorless that allows shooting RAW. Although the process is not ready yet for production nor implementation, it’s getting there.

The next major announcement by Nikon together with Atomos is the ability to shoot RAW by using Atomos recorder on Nikon’s Z Series….that places Nikon at the podium, by transforming the Z-series to an impressive filmmaking machine

Furthermore, there is no indication regarding image quality of that ProRes RAW from the Nikon Z. Nevertheless, it might act as a game changer for FF mirrorless cameras, that places Nikon at the podium, by transforming the Z-series to an impressive filmmaking machine. 

Trade up to Z

Finally, there is the Trade-In offer that came out this week. The offer called “Trade up to Z” which starts today and ends on March 31, 2019. You can trade in any working digital interchangeable-lens camera (regardless of camera brand) and get up to $400 bonus in addition to your trade-in value towards a Nikon Z mirrorless camera. You can start trading-in by offering your camera on B&H platform.

Although this offer is pretty solid, we must not forget that other manufacturers are allowing dozens of percentages of discount and aggressive price reductions in order to penetrate the market. Canon, Sony, and Panasonic have dramatically reduced their prices before, without any trade-up offers.

You can trade in any working digital interchangeable-lens camera (regardless of camera brand) and get up to $400 bonus

Final thoughts

So there you go. These are examples of nice marketing moves by Nikon, to earn the filmmakers’ hearts, and exposed their cameras to more coverage (like this article). There are marketing efforts. Yes, even the Atomos- Nikon bond to get that ProRes RAW is a marketing effort. Not that this is a bad thing. It’s just cheaper and simpler way to sell cameras than R&D-ing a whole new sensor.

What do you think of Nikon? Would you use it as a pure filmmaking tool? Let’s us know your thoughts in the comment section below.