Panasonic cuts full-frame lens prices – here’s why Sony, Canon and Nikon should be worried

In addition to revealing new details about the Panasonic S5 IIX full-frame mirrorless camera and the 2.0 firmware update for the S5 II that unleashes Blackmagic Raw (BRAW) and ProRes RAW video recording, the Japanese camera maker has announced an aggressive repositioning of some of its popular full-frame lenses.

A mirrorless camera and accompanying lenses suitable for professional video productions can cost an arm and a leg. Prices seem to be rising as camera technology improves, despite the current tough economic climate – so Panasonic’s price cut on key lenses is a breath of fresh air.

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