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IME you don't advertize to developers, you advertize to/court their clueless managers.

That is why Red won the digital camera wars: they marketed to producers. Same idea.

Although Arri still do well by marketing to cinematographers, who would be the devs in this analogy.

https://www.arri.com/news-en/2022-oscar-winners-rely-on-arri...

Didn't Arri win the digital camera wars though?

I wasn't aware the digital camera wars had ended -- somebody better tell Canon -- but "advertising to developers" sure sounds like what Blackmagic does:

https://www.blackmagicdesign.com/developer/

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