Canon, Elinchrom and Profoto rumoured pulling out of Photokina – Elinchrom first to confirm

Apr 10, 2018

John Aldred

John Aldred is a photographer with over 20 years of experience in the portrait and commercial worlds. He is based in Scotland and has been an early adopter – and occasional beta tester – of almost every digital imaging technology in that time. As well as his creative visual work, John uses 3D printing, electronics and programming to create his own photography and filmmaking tools and consults for a number of brands across the industry.

Canon, Elinchrom and Profoto rumoured pulling out of Photokina – Elinchrom first to confirm

Apr 10, 2018

John Aldred

John Aldred is a photographer with over 20 years of experience in the portrait and commercial worlds. He is based in Scotland and has been an early adopter – and occasional beta tester – of almost every digital imaging technology in that time. As well as his creative visual work, John uses 3D printing, electronics and programming to create his own photography and filmmaking tools and consults for a number of brands across the industry.

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We’ve been hearing rumours since The Photography Show that several brands may be pulling out of this year’s Photokina in September. Big brands including Canon, Elinchrom and Profoto. Of course, none of them would confirm anything at the time, but Elinchrom has now put out a statement. They are the first to confirm that they are pulling out of Photokina 2018, but they may not be the last.

Update: Photokina organisers have confirmed to DIYP that both Profoto and Canon will be an attendance at Photokina 2018

Elinchrom Take a Breather From photokina.

It goes without saying that the photo industry is going through major changes; photographer’s habits and expectations are evolving so rapidly.

In order to respond to this new environment, the photokina international exhibition has repositioned itself as an annual event to be held over 4 days in September this year, and then annually each May from 2019.

“After close to 30 successive participations we feel this is a transitional year for photokina and this break will help Elinchrom to analyse and refocus on what is really important for our customers in the coming years.” said Simon Whittle, CEO of Elinchrom.

The launch of the ground-breaking ELB 1200 location stills and video light and the ELB 500 TTL is proof of Elinchrom’s commitment to their customers.

Full information on the complete Elinchrom range remains accessible on-line and locally from Elinchrom’s Distributor and Retail network, throughout the year.

Elinchrom

“It’s not me, it’s you”, basically. Elinchrom is taking a break to transition themselves to the May schedule, rather than September. It’s not much of a surprise to see companies taking a break this year, really. DIYP was at Photokina 2016, and it was a pretty epic 6-day show, with various events either side. With it now shortening to 4 days, the number of halls getting cut in half, and the next one happening only 8 months later (instead of 2 years later), this Photokina might be the quietest one we ever see.

It seemed like an odd move, to me, to shift Photokina to the tail end of the early show season. With many budgets already spent, and most of the Q1-2 release announcements made, it doesn’t really leave a lot left over for Photokina. The only decently sized popular show in the latter half of the year as of 2019 will be PhotoPlus Expo in New York. And it’s a long wait to October. No doubt PPE will likely see an increase in exhibitors, announcements and visitors with little else to compete.

There’s no official word yet from Canon or Profoto on the other rumours. But, remember, they are just that, rumours. Until and unless they confirm that they won’t be going, assume they are.

Update – April 11th: Christoph Menke, director of Photokina has been in touch with DIYP to deny the rumours regarding Profoto and Canon. He confirms that both companies will be in attendance at Photokina 2018, and that Canon has committed to support Photokina in 2019 and 2020, as well.

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John Aldred

John Aldred

John Aldred is a photographer with over 20 years of experience in the portrait and commercial worlds. He is based in Scotland and has been an early adopter – and occasional beta tester – of almost every digital imaging technology in that time. As well as his creative visual work, John uses 3D printing, electronics and programming to create his own photography and filmmaking tools and consults for a number of brands across the industry.

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7 responses to “Canon, Elinchrom and Profoto rumoured pulling out of Photokina – Elinchrom first to confirm”

  1. Simone Fairclough Avatar
    Simone Fairclough

    Oh memories of Bowens…

    1. Beatphotography Avatar
      Beatphotography

      I doubt it, elinchrom have a stronger user base aplus with the internet why go to tradeshows? When was the last time anyone went to a tradeshow?

      1. Kaouthia Avatar
        Kaouthia

        3 weeks ago? The Photography Show was pretty busy. :)

      2. Kaouthia Avatar
        Kaouthia

        Oh, and NAB is happening right now as I type. There’s a couple of people there. :)

  2. Tony Northrup Avatar
    Tony Northrup

    I can’t imagine a world where Canon doesn’t have a presence at Photokina… especially because I think this is going to be a huge year for Canon product releases.

    1. udi tirosh Avatar
      udi tirosh

      I hope you are right. Rumors on Eli turned out to true
      Let’s hope that rumors on Canon were fake hype.
      (as for profoto, with Eli pulling out, I would not be surprised if profoto are next)

  3. Perry Mulder Avatar
    Perry Mulder

    Elinchrom played it nice, they are the first so they get mentioned, it’s a good PR move also mentioning two of their products in their report. Canon not being at Photokina would be pretty silly, but if they do I guess they sell enough products already:-)