Leaked image of Sony 18-110mm f/4 G E-mount lens to be announced Sep. 9th 2016

[puredrifting]

Since the transition to 4K hasn't happened everywhere yet, it makes perfect sense to shoot with the various iterations of Alexa and rely on the existing 1080p infrastructure. With under 20 million 4K sets in the US as of now, the majority of TV viewers only have a 1080p set at best and upscaled 2.8K doesn't look all that different from a "pure" 4K. There are also many reasons to go with what's known. This is especially true for those big time DP's and directors who still shoot on film.

I totally agree. There is also the factor that Arri has better color science than anything else on the market. The image looks very much like 35mm film, it's organic, rich and looks natural, not stylized. It's always interesting when I shoot side by side the Alexa and then get to compare my C100/300/300 MKII footage with the Arri. The Canon's also have great color science, but the image, in comparison, is so different. The Arri images always blow me away.