At the recent NAB Show 2012, 4K was unquestionably the hottest new thing, at least in terms of field production and acquisition in particular. Several camera makers, such as Canon, JVC, RED Digital and Sony, introduced new 4K cameras and refined versions of previously introduced 4K cameras. For the first time, a few of these 4K cameras were priced under $10K, which is far below the previous benchmarks. These cameras include the RED SCARLET X, Sony FS700 and JVC GY-HMQ10. And while the RED and Sony 4K cameras are priced at nearly $10K, JVC’s is barely half that price. The key underlying question is whether bringing the cost of 4K acquisition within the price range of a much larger cross-section of the production community will trigger a major shift to 4K acquisition across the board, despite the fact that there’s currently a very limited demand for 4K content, even for the cinema.