Many a photographer would love to have a medium format camera gracing their camera bag, but not everyone can afford to drop anywhere between twenty and forty thousand dollars on a Hasselblad. Fortunately, the price of owning one just dropped by 22.9-percent. In an attempt to make medium formats more affordable and commonplace, Hasselblad is launching a global marketing initiative that will significantly drop the price of many of their cameras, including the entry-level H4D-31 (down by ~$5,000), and the 60MP H4D-60 (down by ~$8,000).

Commenting on the move, Hasselblad global sales and marketing director Chris Russell-Fish said:

This is a groundbreaking move and a very important day indeed for every photographer who aspires to own one of the best cameras in the world. For many, price has long been the biggest barrier to ownership. Now we have substantially reduced prices on six units and there really has never been a better time to get your hands on a Hasselblad. Photographers can now buy into our fully integrated H System capture solutions with an H4D-31 camera body for less than 9,000 euros.

He went on to explain that the initiative is part of a dynamic marketing strategy leading up to Photokina. And although this certainly doesn’t make owning a Hasselblad “cheap,” the hope is that more and more creative professionals will consider buying at least their entry-level cameras.

(via Imaging Insider)