Other vendors were on hand as well selling their DSLR video wares such as RedRock Micro who makes fantastic but pricey rigs to hold your camera during video shooting. I was a little put off by the sales rep's attitude who said anything they offered under $1000 is just for amateurs. Phooey! That's a bad attitude and they should tap into the budding amateur and indy market more than they are. Make the rigs cheaper and sell more to the masses.
Carl Zeiss was also present, and they had beautiful cinematic style lenses specifically designed for DSLRs, and had the size and familiar functionality of top end movie lenses... They came in a wide range of focal lengths for directors to use. Expensive... yes, but a relative bargain compared to the lenses and camera systems previously used to make television shows and movies.