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Blackmagic announces dramatic price cuts for its Ursa Cine camera kits
DPReview News |
| Image: Blackmagic Design |
Blackmagic Design has dramatically reduced prices for its Ursa Cine camera kits. The move is surprising, given that most products have seen increased prices in the past few years. It also follows a price increase of some Blackmagic cameras for US customers earlier this year.
In April, Blackmagic announced that it was increasing the prices of most products in the US because of tariffs. That included the Blackmagic Pyxis 12K and Ursa Cine 17K. In a statement to DPReview at the time, Blackmagic explained that "in general, it’s a bit in flux as developments are happening with the tariffs." However, the company also said it would be "moving production of some products to help lower costs for customers from what we had previously raised them to since the tariffs went into effect."
Blackmagic said that since it released the Ursa Cine line last year, it has been working to reduce the cost of production and pass the savings along to customers. It appears that some of Blackmagic's production adjustments are starting to have an impact, and the price cuts to the Ursa Cine line are substantial. The Ursa Cine 12K LF previously retailed for $14,995 and is now priced at $9,495. The Ursa Cine 12K LF with EVF dropped from $16,495 to $10,995. The higher-end 17K 65 with and without the EVF is $7,000 less than the previous price.
While the decreased prices are certainly a welcome change, Blackmagic specifies they exclude duties. As a result, prices in the US will be higher because of tariffs, though they will still be lower than the original prices of the Ursa Cine lineup.
