Spotlight: Cineo Matchstix

ARC is excited to now carry the new Cineo Matchstix. Imagine a small, simple, color-accurate light source designed for image capture with the versatility of power and mounting options to go anywhere you need it. Cineo Lighting and Litegear™ have teamed up to develop the Matchstix series of small, versatile Remote Phosphor light sources. Matchstix operate […]

Sundance Camera Preferences and the Direction of New Cinema

Earlier this month, Indiewire published their “How They Shot That” list where they inform us of all the the cameras used by the 2015 Sundance Filmmakers. The article listed each film under its corresponding camera, but I was curious to see what this information would look like as an easy-to-read chart that compared, visually, what the top choices of […]

Arri Alexa SUP 11.0 Firmware Update

Check out the latest features from the new, highly anticipated, Alexa SUP 11.0. This is the latest firmware upgrade to hit our Arri Alexa fleet. All Alexa bodies in house are currently updated to this firmware and and ready for our customers to test-drive. ALEXA Software Upgrade Packet 11.0 includes: ARRI’s New Debayer Algorithm ADA-5represents a great […]

Canon EF 100-400mm f/4.5-5.6L IS II Reviews

One of the most anticipated lenses in the past year, the Canon EF 100-400mm f/4.5-5.6L IS II is already being referred to as “the unicorn” of lenses by photographers everywhere. To find out why, check out these reviews: Bryan Carnathan: Many were referring to 2014 as the “Year of the Lens” and the Canon EF 100-400mm f/4.5-5.6L IS II […]

What’s Up With H.265?

Last year I expected to see stronger developments and widespread implementation of the High Efficiency Video Coding (HEVC), aka H.265. H.265 will likely replace H.264, one of the most common formats for recording, compressing, and distributing high-definition video. Not in small part because it is the codec found on several HDSLR systems such as the Canon EOS 5D Mark III. A big advantage is […]

Food Photography Tips: Lighting, Composition & Mood

As in any still-life or product photography, there are essential elements and techniques that will make your food and beverage photography stand out. The first essential element in food photography is Lighting. I believe that lighting is everything when it comes to food photography. The proper lighting set up is key in setting yourself apart […]

5 Questions to Ask Yourself Before Starting Your Photography Business

With the decline in cost for quality camera bodies and equipment, we’ve seen an increase in emerging talent. Unfortunately, there has also been an equal amount of increase in photography related businesses. From portrait and wedding photography to street and documentary photography, it seems there is a new photographer born every day. However, if you really […]

Spotlight: The Joker Alpha 1600

New inventory in our Lighting Department: The Joker Alpha 1600  (manufactured by K5600 inc) “At 1600W, the Alpha 1600s output is comparable to that of 6000W of traditional quartz fixture output. The Alpha 1600 uses a composite quartz reflector, which can withstand extreme heat and be placed directly beside the lamp.  This  enables the Alpha 1600 […]

On Meeting Joe McNally

It would not be an understatement to say that I taught myself how to shoot by poring over the work of Joe McNally, James Stanfield, Sam Abell, and David Alan Harvey. I was exposed to their work through my grandparents’ collection of National Geographic magazines. (This was in the late 1980s, when Joe had just […]

RED Camera Firmware Update: ARC’s Got It!

Adorama Rentals takes pride in keeping up with the latest firmware updates available from every manufacturer we carry. So we’re proud to inform you that our entire stock of Red Camera Bodies have be updated to the latest firmware V5.2.41. Take a look at some of the changes you’ll find when you pick one of these […]