Dubai – MENA Herald: Canon Middle East, the leader in imaging solutions, is the Imaging Sponsor for the 48 Hour Film Project, (48HFP) which promises to be a one-of-a-kind weekend of film-making fun in DubaI.

To be held from Thursday, November 12 to Saturday, November 14, film-makers throughout the city will be rushing to create a 4 to 7 min film in just 48 hours.  Armed with a genre, character, prop and line of dialogue the fearless film-makers will be given the chance to unleash their full creativity, thanks to Canon.

Whether you’re a first time film-maker or a seasoned pro, Canon has the equipment to fulfil your needs and enhance your creativity.

“It’s fantastic for us to be the official Imaging Sponsor for this event,” says Hendrik Verbrugghe, Marketing Director, Canon Middle East. “At Canon we are all about helping people unleash their inner creativity with our wide range of photographic and film equipment to suit all tastes and budgets.”

Over the course of the contest, Canon is taking advantage of the audience to launch its new 4K line up –  the C300 Mark II for professionals, and the XC10, for beginners.

The C300 Mark II Cinema EOS camcorder records in 4k, and can film in ultra HD. It’s an ideal unit for use with a small crew – such as the 48HFP – with its dynamic range and Super 35mm CMOS, which provides faster and more accurate autofocusing.

The Canon XC10 is a handheld device, still offering 4k and ultra HD, but great portability for filming fast. With a 4224 x 3164 total resolution, it is able to capture video at up to 3840 x 2160 and 4:3 photos in up to 12-megapixels (4000 x 3000).

“The XC10 is perfect for the sort of guerilla film-making we expect to see during the 48 hour project,” says Hendrik Verbrugghe.

Verbrugghe says Canon appreciates the high cost of some equipment is a hindrance to creativity, but over the course of the 48HFP, Canon will be offering Camera Loans, its Check & Clean Service and Cinematography Workshops to all the contest’s participants.

“These services are all part of our Canon Professional Services (CPS) offering, which also includes priority repairs. CPS allows budding film-makers to go out and express their creativity without having to worry about the associated costs.”

Canon is also sponsoring the prizes for the winners of the 48HFP. The overall winner’s prize is the Canon XC10, second prize is a Canon EOS 70D, and the third prize a Canon Legria MINI X.

“Canon Middle East wholeheartedly supports budding young film-makers and aspiring cinematographers. Through our involvement in the 48 Hour Film Project – Dubai Edition, we hope to enhance their knowledge and skills on the new EOS range of cameras, encouraging them to fulfil their cinematic aspirations,” adds Verbrugghe.

In October, Canon Middle East supported the 48 Hour Film Project’s Cairo edition as an Imaging Sponsor for the project. The Cairo edition of the project saw a participation of a total of 30 teams that took over the streets of Cairo with their cameras. The event was an exciting affair that saw great success with film screenings and awards to conclude the ceremony.