In 2016, Canon introduced the Cinema EOS C700, an ambitious flagship cinema camera aimed at competing with industry titans like ARRI ALEXA and RED. Designed for top-tier Hollywood productions, the C700 was available in both Super 35 and Full-Frame versions, offering filmmakers a high-end alternative to dominant digital cinema cameras. However, Canon has now quietly discontinued the C700, and it is no longer available for purchase. This raises an important question: Why did the C700 fail to cement its place in the high-end cinema market?
The Canon EOS C700: Super 35 and Full-Frame Variants
The Canon EOS C700 was released in two sensor formats:
- Super 35 CMOS Sensor: Aimed at traditional cinematographers who prefer the classic cinema format, offering a balance between resolution, sensitivity, and depth of field.
- Full-Frame CMOS Sensor (C700 FF): Designed to take advantage of full-frame optics, providing greater dynamic range and shallow depth of field options.
Canon packed these cameras with cutting-edge technology, including internal 4K ProRes recording, 15 stops of dynamic range, Canon Log 2 and Log 3, dual pixel autofocus (DPAF), and an optional Codex recorder for Raw 5.9K recording. The camera was also designed with modularity in mind, allowing users to choose between PL and EF lens mounts, as well as additional expansion modules for professional workflows. For an in-depth look at how the C700 FF performed in real-world conditions, check out Canon EOS C700 FF Tests: Sensor Size, Low-Light, and Anamorphic.
Canon’s Strategy: A Counterstrike to ARRI ALEXA
Canon designed the C700 to compete with the ARRI ALEXA, which has been the gold standard in high-end cinema production. However, while the ALEXA series gained industry dominance due to its unique color science and exceptional dynamic range, the C700 struggled to convince filmmakers to switch. Canon had successfully positioned its lower-end cinema cameras like the C100 and C300 in the indie and broadcast markets, but breaking into the high-end sector proved far more challenging. To incentivize filmmakers, Canon even introduced a $5,000 discount on the C700 production bundle, an unusual move for a flagship cinema camera, which hinted at slow adoption rates. Read more about this attempt in Canon Officially Offers $5,000 Off When Buying the C700 With the Production Bundle.
Why Did the Canon C700 Fail?
Despite its technical capabilities, several factors contributed to the C700’s commercial struggles:
- Late to the Game: The C700 arrived in a market already dominated by ARRI, RED, and Sony VENICE. Industry professionals had already built workflows around these cameras, making it difficult for Canon to break in.
- High Price Point: The C700 was expensive, competing in the same price bracket as ARRI ALEXA but lacking the established reputation.
- Size and Ergonomics: Unlike the Canon C300 or C500, which were compact and well-suited for various productions, the C700 was large and heavy, making it less attractive for indie filmmakers and run-and-gun productions.
- Limited Hollywood Adoption: Unlike ARRI cameras, which dominate feature films, the C700 never became a go-to choice for major Hollywood productions. Canon’s absence from Sundance 2025 also highlights its struggles in the high-end cinema world. Learn more in Canon’s Absence From Sundance 2025: Why Aren’t Cinema EOS Cameras Dominating Indie Filmmaking?.
Canon’s Future in the High-End Cinema Market
Canon’s quiet discontinuation of the C700 signals a retreat from the high-end cinema market—for now. However, rumors suggest that Canon may be working on a C700 Mark II, featuring a user-swappable sensor to stay competitive in an evolving industry. Could this be Canon’s second attempt at penetrating the Hollywood elite? Check out the latest rumors in Canon Cinema EOS C700 Mark II Will Have a User-Swappable Sensor. Additionally, Canon has been filing patents that suggest the development of a new flagship cinema camera. Is a successor to the C700 on the horizon? Read more about Canon’s latest patents in Canon’s Newest Patent Implies a New Cinema Flagship C700 Mark II.
However, Canon faces significant challenges in reclaiming its position in the high-end cinema market:
- Brand Perception: Canon is still widely recognized as a leader in still photography and mid-range video but lacks the prestige that ARRI and RED hold in high-budget productions.
- Industry Partnerships: Many major film studios and cinematographers have deep-rooted relationships with ARRI and Sony. Breaking into these circles requires more than just a technically capable camera—it requires industry-wide trust and collaboration.
- Technological Innovation: Canon needs to push boundaries beyond just sensor quality. Dynamic range, color science, workflow integration, and new AI-driven tools could be key factors in setting a new standard.
- Marketing & Adoption: To gain traction, Canon must ensure that top cinematographers adopt and advocate for its cameras. Without strong endorsements from Hollywood’s elite, another high-end Canon cinema camera may suffer the same fate as the C700.
Canon’s Most Recent Innovations
While the C700 has been discontinued, Canon continues to innovate in the cinema space. One of its latest achievements is the Canon EOS C80, which has now received Netflix approval—a significant milestone for the company. This recognition positions the C80 as a competitive option for professional filmmakers working within Netflix’s production standards. Read more about this accomplishment in Canon EOS C80 Becomes Netflix Approved. Additionally, Canon has made remarkable advancements with the Canon C70 and Canon C400. The C70 continues to be a favorite among indie filmmakers due to its compact size, RF lens compatibility, and outstanding image quality. Meanwhile, the C400 pushes boundaries with high-resolution recording, improved dynamic range, and enhanced autofocus, making it a strong contender in the professional cinema market.
Final Thoughts: Can Canon Still Compete?
As explained, Canon remains a major player in the mid-range cinema camera market with products like the C70, C300, and C500. However, if it truly wants to challenge ARRI and Sony in high-end cinema, it needs to address past mistakes and deliver a compelling flagship camera that can genuinely compete with the ALEXA and VENICE. What do you think? Can Canon make a comeback in the high-end cinema space, or is the C700’s failure a sign that the industry has already moved on?
Canon c700 (sept.2016) was realised one year before Sony Venice (sept.2017)
Hey! The Canon EOS C700 was released in September 2016, while the Sony Venice followed in September 2017. The article focuses on why the C700 struggled despite being an earlier entry into the high-end cinema market.
Thx,
Yossy
Alexander is referring to this statement:
“Late to the Game: The C700 arrived in a market already dominated by ARRI, RED, and Sony VENICE. Industry professionals had already built workflows around these cameras, making it difficult for Canon to break in.”