Putting reality on display: Our highlights from Sony's Scene Tradeshow 2024

In 2018 I got my first full-frame mirrorless camera: the Sony A7 III. The hype and recognition for this camera has blown everyone away, offering an unparalleled performance package and unbeatable value for money. It came on the heels of its previous unique Alpha brethren, including the magical low-light see-in-the-dark sensor of the A7S II or the ridiculous weapon in a compact form factor, the A6500.

Six years later, until October 2024, Sony continues to dominate the market with its cameras that have industry-leading features and technology. What better way to celebrate this legacy than with Sony's first ever public Scene Tradeshow in Sydney? This event showcased the latest and greatest digital imaging technologies, including current heavyweights like the A9III, Sony ZV-E10 II and Burano – and much more.

The event took place last weekend, September 28th and 29th, at Rozelle's White Bay Power Station and featured product demonstrations, industry talks from distinguished guests and touch-and-try experiences for a range of their products.

Here are some highlights of what I experienced with Sony's latest camera offerings:

A9 III – Alpha's global shutter era begins

• Global Shutter and its superior global image readout are now the be-all and end-all as it eliminates rolling shutter!
• I took some shots of boxers and with the AI-enhanced autofocus and lightning-fast buffering, I had more usable images than I could have hoped for in just a few seconds of shooting.
• The shutter speed of 1/80,000 second, which can be synced with the flash, was mind-blowing.

FE 85mm 1.4 GM II – the successor appears 8 years later!

• XD linear motors for autofocus apparently make the AF hit rate 3-7 times faster, but it's already so fast!
• Iris lock switch for the iris ring + 2 function keys instead of just one on the predecessor
• More balanced design and a weight of 642 grams instead of the Mark 1's 820 grams.

ZV-E10 Mark II – A major advance over its predecessor

• The updated Sony menu system allows for 4K video at 60 frames per second and 10 bits, oversampled from 5.6K.
• Features the larger Z-series battery of its larger A7 cousins, providing better grip and improved handling.
• Redesigned SD card slot placement increases usability.
• Features a larger sensor at 26MP compared to the previous 24MP.
• Face-to-face subject detection – can be adjusted to focus specifically on animals, insects, birds and of course people.
• Products feature consistent focus and fast transition performance between object and human face.

Burano – big cinema, small square.

• Same Sony Venice 2 sensor with 16 stops of dynamic range, dual base ISO (800/3200) and color science.
• The world's first PL and E-mount compatible camera that combines ND and IBIS together in one housing!
• Up close, it's truly remarkable how small this cinematic powerhouse is with all its bells and whistles.

We all hope that the next generation of products brings revolutionary changes rather than small, iterative upgrades. However, given the impressive array of improvements Sony has incorporated into its recent releases (particularly the ZV-E10 Mark II and A9III), the line between evolution and revolution blurs beautifully.

Other haunting and inspiring experiences included:

• Play zone where participants can drop off their own devices for a free sensor cleaning.
• The cinema zone simulates a film set with lighting and a high-end camera multicam setup from Sony, showing Sony Venice 2, Sony FX6, Sony Burano and FX3 in tandem
• A small cinema screening of all the nominees of the Catchlight Film Festival.
• A lounge zone with a lavish PlayStation 5 facility nearby where people can recharge and relax with the latest PS5 games.
• Industry conversations with respected photographers, filmmakers and powerhouse indie creatives

The variety of experiences available coupled with the hundreds of pieces of gear to explore and test was truly phenomenal. We can't wait to see Sony's Scene Tradeshow again in 2025.

Catch up on everything you missed on the Sony ANZ website.