{"id":44469,"date":"2018-02-26T22:50:47","date_gmt":"2018-02-27T03:50:47","guid":{"rendered":"https:\/\/www.adorama.com\/alc\/?p=44469"},"modified":"2020-11-24T10:00:36","modified_gmt":"2020-11-24T15:00:36","slug":"first-look-sony-announces-the-new-a7iii","status":"publish","type":"post","link":"https:\/\/www.adorama.com\/alc\/first-look-sony-announces-the-new-a7iii\/","title":{"rendered":"First Look: Sony Announces the New A7III"},"content":{"rendered":"

I got the word last week \u2014 Sony might be announcing something at WPPI. Could you swing by their booth and write a article?<\/span><\/p>\n

Cut to 9AM today. Still no word on what exactly Sony had up their sleeves. A new flash, just announced<\/a>, seemed perfect for the wedding and portrait market, was that it? No… they already had the flash on display. Could it be the next generation of A7? That seemed possible, but every Sony insider I probed seemed to be in the dark as much as me. <\/span><\/p>\n

2:25PM:<\/strong> I get the word, an off site event, invite only, maybe we can get in… buses leave at 4PM.<\/span><\/p>\n

3:45PM:<\/strong> I get approval and jump on one of the unmarked buses parked innocently enough in the hotel parking lot. <\/span><\/p>\n

4:10PM:<\/strong> We show up at a simple building at the end of the strip. A Sony Alpha logo the only markings on the closed windows.<\/span><\/p>\n

\"Sony
Photo by Daniel Norton<\/figcaption><\/figure>\n

As we walked in the space, moody blue lighting, smoke, and low music spun by a DJ greeted us along with an open bar and hors devours. I looked around and saw what looked to be simple step and repeat backdrops with lighting and thought \u201cmaybe this will be a camera or a lens or something we get to try out.\u201d Only time would tell. <\/span><\/p>\n

I grab a drink, chat with friends I haven\u2019t seen in a while, and make some new friends, faces I see around. It\u2019s funny how small the photo world is sometimes. People from all over with various backgrounds, styles and goals all curious about what Sony had in store for us tonight.<\/span><\/p>\n

“Please take your seats the program will start momentarily.”<\/span><\/p>\n

\"Sony
Photo by Daniel Norton<\/figcaption><\/figure>\n

Music Intensifies. <\/span>Chatter builds up. <\/span>A few things Sony wants us to know. <\/span>Sony introduced the world’s first full-frame mirrorless in 2013. <\/span>Mirrorless is growing. <\/span>Full-frame is growing. <\/span><\/p>\n

Their goal is a “w<\/span>orld where more people will be able to enjoy full-frame mirrorless.” <\/span><\/p>\n

\"Sony
Photo by Daniel Norton<\/figcaption><\/figure>\n

Expect more.<\/em> <\/p>\n

They are changing the concept of the “the basic (full-frame) model.”<\/span><\/p>\n

Expect more. <\/em><\/p>\n

As the music rises, as if on cue, every phone in the audience goes up, each person wants to catch the moment Sony reveals their latest innovation. Beautiful images fill the screens. Specifications are listed. then…<\/span><\/p>\n

“Perfection for all. Everything you need.”<\/span><\/p>\n

Sony A7III<\/strong><\/a><\/h3>\n
\"Sony
Photo by Daniel Norton<\/figcaption><\/figure>\n

Applause, more chatter and then many impressive features of the Sony A7III are explained.<\/span><\/p>\n