Ferrari have a DNA. Cinema cameras have a DNA. You have to go back decades to see it evolve into the force it is today. For Ferrari it is the very specific engine sound and the looks. Arri are that spirit to cinema cameras. The DNA of the Sony FS7 is a compromise. Half EX1 and half cinema camera, the ergonomics of the buttons, dials and menus need a complete overhaul in my opinion. So Sony haven’t got it all right yet but what they have done is put a Ferrari engine inside. The FS7 for £5199+VAT is an absolute bargain, with an ‘engine’ almost on par with a £18,000 F55 (though without global shutter). It’s a much more capable camera than the Canon C300 or Panasonic GH4.