Director of Photography Joe Bressler shares how he shot an Emmy-winning commercial for Katz’s Delicatessen using minimal gear and a small crew. Despite a tight budget and shooting in a live restaurant, he captured a cinematic ad using only his Sony FX3 and Sony 24–70mm GM lens, along with budget-friendly lights like the Zhiyun Molis G300, Amaran 100x, Amaran F21c, and Amaran 300c. His takeaway? Great storytelling and strong characters matter more than expensive gear.

The leaked image of the new Sony A7V shows a 33MP resolution. Unclear if ti’s the same A7IV sensor or a new partially (or fully) stacked version

A new source told me this. Now, while he has not track record yet of sharing reliable rumors he told me he had a direct chat with someone testing the Sony A7V. And this is what he told me:

Sony has taken customer feedback seriously and developed the a7 V from the ground up. It’s intended to reaffirm Sony’s leadership in this category. The upgrade over the previous generation a7 IV is described as very significant, and both customers and retail partners are being advised that — if their need isn’t urgent — waiting for the new model will be worthwhile. Hints made about the camera’s performance strongly suggest a notable increase in speed. A launch is expected before the end of the Japanese fiscal year.

Based on this, here’s what seems safe to expect:

• The 33MP figure is likely accurate, but the sensor will be stacked. A 40MP sensor would push it too close to the a1.
• Autofocus will benefit from recent machine learning developments, along with improvements to IBIS and overall system responsiveness.
• Speed will be increased over the previous generation, but not drastically. I wouldn’t expect more than 15 fps in RAW. A more modest buffer is likely, to limit burst duration and help separate it from the a9 III/a1 lines. As performance increases, there may be trade-offs: lower bitrate, limited or absent blackout-free EVF, or reduced EVF resolution.
• Expect slightly reduced video capabilities compared to the a1.
• The rumored body change is uncertain. While possible, I don’t see a strong reason to withhold a new body design from the mid-range, particularly if it’s already well received. It’s not strictly a premium feature of the a9 III/a1 series — functional segmentation will come through performance, not chassis.
• Release is expected before the end of the year.
• Pricing will likely be in line with the a7 IV’s original launch, or slightly above.

A few additional notes:

• A long-standing rumor suggests that the a7 V was mostly completed some time ago, but its release was delayed — partly to avoid interfering with other launches, and partly because Sony believed they could continue selling the a7 IV for a while longer. Since the a7 IV remained a capable and well-performing body, this delay may also explain why the new model could launch in the existing body format.
• Rumors about an “a1 IIa” revision are almost certainly incorrect. The a1 II faced unexpectedly high demand and logistical issues that caused backorders. However, those issues were resolved earlier this month, and the camera is now widely available. Recent shipments show no design or feature changes. There’s no credible information suggesting a revised variant.
• On the other hand, the a9 III tells a different story. Despite the initial hype around its global shutter, sales haven’t met expectations. This seems to be due to the camera’s more niche appeal. While users within that niche appear satisfied, little positive feedback has made its way back to retail channels. Concerns around low-light performance are discouraging potential buyers, and many opt for the a1 II instead. In short, the a9 III is not selling particularly well.
  (The same appears true of the Canon R1 — it too is underperforming.)

My take:

As I’ve said many times before, I’ll stay skeptical until we see solid evidence. That said, it would make perfect sense for Sony to introduce a new sensor — especially with the Canon R6 III launching on November 6. It’s expected to feature the fast new 34MP sensor from the C50, capable of impressive video specs like 7K RAW, open gate recording, and 40fps with the electronic shutter.

Press text:

Sony Electronics Launches Industry First Video-Compatible Camera Authenticity Solution for News Organizations and Broadcasters

Current Support for Five Cameras with Expansion to Four More Models by 2026

Sony Electronics is furthering its commitment to authenticity in video content by extending its verification technology to a broader lineup of cameras. This initiative marks the next significant step in providing news organizations with the industry’s first camera authenticity solution compatible with video (C2PAⁱⁱ standard-compliant), starting October 30.

As generative AI continues to evolve, concerns are growing about the impact of tampered and fake images spreading widely. For news organizations and broadcasters in particular, the importance of providing accurate and reliable information has increased. To address this challenge, Sony has been providing camera authenticity solutions.

In response to growing demand for authenticity support, Sony has advanced its technology development to enable news organizations and broadcasters to verify the authenticity of video and image content, supporting the work of photojournalists, video journalists and photographers. Through initiatives and verification experimentsⁱⁱⁱ, Sony has validated the authenticity of video content in collaboration with the Research & Development Department of the UK’s public broadcaster BBC. In addition, the company works closely with the C2PA (The Coalition for Content Provenance and Authenticity), a standards organization that develops open standards and technical specifications for the provenance and authenticity of digital content, serving as a Steering Committee Member since March 2022.

Sony’s camera authenticity solution verification site enables authenticity verification for both still images and videos, confirming that content was captured by a Sony camera rather than AI-generated. The system can also detect 3D depth information in video content, enabling highly accurate verification that videos were captured of actual, existing subjects^iv. Additionally, a trim function that allows extraction and verification of only necessary portions while maintaining signatures enables rapid authenticity verification even for large-capacity video files. As use of the verification site requires a digital signature license and installation of the digital signature license on Sony-compatible cameras, Sony will also begin providing digital signature licenses for video^v.

In Sony’s cloud-based collaboration solution for video production, Ci Media Cloud, the display of C2PA standard-compliant digital signature information that certifies content authenticity will become available for news organizations and broadcasters.

[Sony Cameras Supporting Recording of Authenticity Information for Video]

Interchangeable-Lens Cameras: Alpha 1 II, Alpha 9 III Cinema Line Cameras: FX3, FX30

(NEWLY Launched) XDCAM Memory Camcorder: PXW-Z300^iv

* Interchangeable-Lens Cameras Alpha 7R V, Alpha 7 IV, Alpha 1: scheduled to be supported from after November 2025 or later* Interchangeable-Lens Cameras Alpha7S III: Support planned from 2026 onwards

■For details on the camera authenticity solution including still images, please visit:

Camera Authenticity Solution | Sony

The new Hasselblad Backpack is available for preorder at BHphoto (Click here). Tony already owns one: