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

Alongside revealing fresh details about the Panasonic S5 IIX full-frame mirrorless camera and a firmware update 2.0 for the S5 II which 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 fit for professional video productions can cost an arm and a leg. Prices seem to get higher and higher as camera tech improves, despite the challenging current economic climate – and so Panasonic slashing the prices of key lenses is a breath of fresh air. 

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