[ElevenElOwl]

I actually have a lot of experience with Panavision and I can tell you that price isn't even close to what someone will pay there. Genesis are almost 7 years old and that certainly isn;t their breadwinner anymore (imagine a camera THAT good 7 years ago). That being said, Panavision is still very expensive.

People don't pay just for the technology at Panavision though, they pay for service and lenses. True you can buy a 10k camera, but as soon as it breaks, production stops and you are losing money trying to find a new camera. Your PV camera goes down and I can guarantee they have a new camera on set or a technician fixing it very soon. You probably even have a backup on set for free. Generally though, PV cameras just work, and I didn't see a digital cinema camera that was as easy to use and similar to a film camera as the Genesis until Arri's Alexa came out last year.

PVs lenses are also spectacular and you generally can't rent them without renting a PV camera. Most cinematographers that wan't the PV look will use any camera, just as long as they are using the PV lenses.