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The guy who started Oakley is now going to kick the butts of every high end camera maker in the world, the Red Digital Cinema looks amazing! Great article about him and the gear @ Wired.

Jim Jannard, 59, is the billionaire founder of Red. In 1975 he spent $300 to make a batch of custom motocross handlebar grips, which he sold from the back of a van. He named his company Oakley, after his English setter, and eventually expanded into sci-fi-style sunglasses, bags, and shoes. In November of last year he sold the business to Luxottica, the owner of Ray-Ban, for a reported $2.1 billion.

His team of engineers and scientists have created the first digital movie camera that matches the detail and richness of analog film. The Red One records motion in a whopping 4,096 lines of horizontal resolution—”4K” in filmmaker lingo—and 2,304 of vertical. For comparison, hi-def digital movies like Sin City and the Star Wars prequels top out at 1,920 by 1,080, just like your HDTV. (There’s also a slightly higher-resolution option called 2K that reaches 2,048 lines by 1,080.) Film doesn’t have pixels, but the industry-standard 35-millimeter stock has a visual resolution roughly equivalent to 4K. And that’s what makes the Red so exciting: It delivers all the dazzle of analog, but it’s easier to use and cheaper—by orders of magnitude—than a film camera. In other words, Jannard’s creation threatens to make 35-mm movie film obsolete.