Canon Middle East hosts exclusive screening of latest Ron Howard F1 movie ‘RUSH’
Production crew of ‘RUSH’ used Canon EOS C300 to capture thrilling action scenes
Dubai, UAE, 03 October 2013 – Canon Middle East, a leader in imaging solutions showcased the technical brilliance of its innovative and versatile EOS C300 professional camera with an exclusive screening of the latest Ron Howard Formula 1 film ‘RUSH’. The recent screening was attended by local cinema enthusiasts including Canon brand ambassador – Nayla Al Khaja, the first Emirati female film producer.
Canon’s cutting edge cinema camera – the EOS C300 – was used to capture a range of exhilarating action scenes in the movie. The team used the EOS C300 as handheld camera on the production because of the efficiency, the size, and the flexibility of the equipment. Using this ground-breaking professional cine camera, the cinematography team created spectacular and experimental shots of the fast-paced motor racing action. The EOS C300 was ideal for exciting, close up hand held shots that couldn’t be achieved with a larger static camera. RUSH is directed by two time Academy Award® winning director Ron Howard. Howard chose the EOS C300 for the action scenes because of the way it enabled the cinematography team to explore the scenes in a more creative and expressive way.
He said: “We were even more aggressive and ambitious and experimental about tucking the camera away or going handheld with a longer lens from an off-position and using it as a way to capture something unexpected. In two very significant ways, it was very, very different. The hand-held shots were sometimes close-ups, creating an intimacy. The other shots were grabbing the unexpected visual possibilities of a scene. It became a great tool on both fronts.”
Commenting at the screening of RUSH, Hendrik Verbrugge, Marketing Director, Canon Middle East, said: “Canon made its full-fledged entry into the motion picture production industry with the launch of the Cinema EOS System with the EOS C300. Hollywood has accepted this entry, and the results are seen in RUSH. The technical brilliance witnessed in this movie, is testament to Canon’s pioneering vision in the realm of serious Cinema production. The region’s filming industry is booming with multiple universities now offering production courses, a growing pool of young aspiring talent, and local platforms such as the regional film festivals. As such, there is huge interest in professional film making in the region which serves Canon the right opportunity to tap into. Through this movie we look forward to further being instrumental in enabling and inspiring cinematography talent in the region.”
Rush is the dramatic retelling of the 1970s rivalry between Formula 1 drivers James Hunt and Niki Lauda. The film showcases their intense battle on the grid, as well as their glamorous private lives. Charismatic Englishman, Hunt (Chris Hemsworth), was a well-known playboy, whilst Austrian Lauda (Daniel Brühl) was a disciplined and methodical opponent. RUSH follows the drivers as they push themselves to the edge of psychological and physical endurance, where there is no shortcut to victory and no margin for error. The film harks back to the golden age of Formula One – at a time when Canon was a key sponsor of all Formula One races.
About Canon Middle East
Canon Middle East, a subsidiary of Canon Europe, is the operational headquarters for Canon in the Middle East and North Africa and is based in Dubai, UAE.
Founded in 1937 with the specific goal of making the best quality camera available to customers, Canon’s tireless passion for the Power of Image has since extended its technology into many other markets and has established it as a world leader in both consumer and business imaging solutions. Its solutions comprise products, ranging from digital compact and SLR cameras, through broadcast lenses and portable X-ray machines, to multi-function and production printers, all supported by a range of value added services.
Canon invests heavily in R&D to deliver the richest and most innovative products and services to satisfy customers’ creative needs. From amateur photographers to professional print companies, Canon enables each customer to realize their own passion for image. Canon believes that considering the interests of society and the environment is an integral part of good business practice. This is embodied in its corporate philosophy Kyosei – ‘To live and work together for the common good’. Further information about Canon Middle East is available at: www.canon-me.com
