Beijing, July 22–26, 2025—Following the third CNSC International Film Equipment Exhibition, ELYSAS presented the MUSE PRIME cinema-prime series at the 32nd Beijing International Radio, TV & Film Exhibition (BIRTV 2025). The event introduced the company’s approach to modern cinema optics and image character to a broader audience of cinematographers, production organizations, technical teams, and industry partners.
Looking Beyond Technical Metrics
As digital cinema cameras move toward higher resolutions and larger formats, the question for ELYSAS is not simply how much detail a lens can resolve. It is how that detail can be preserved while giving the image a character that supports the story.
MUSE PRIME is the first complete cinema-lens system developed around this idea. The series combines large-format optical design, a consistent T1.8 aperture from 25 mm through 100 mm, and a 135 mm T2.8 Macro. Using Five-Zone Image Evaluation, ELYSAS studies the plane of focus, foreground and background defocus, the image center, and the off-axis field to shape the distinctive rendering of Melted Bokeh.
Connecting with the Broader Production Industry
The series is available with PL or LPL mounts and features a standard 95 mm front diameter, lightweight all-metal cinema mechanics, and optional custom optical configurations for professional production.
BIRTV extends well beyond camera equipment, bringing together the broader production chain—from image acquisition and post-production to broadcast and technical services. For ELYSAS, the exhibition marked an important step as MUSE PRIME moved from a newly introduced optical system toward wider use across the industry.
From its international debut at NAB Show, to direct conversations with Chinese cinematographers at CNSC, and now to the broader production community at BIRTV, MUSE PRIME continues to be examined, discussed, and tested in a range of creative environments.
Technology defines what a lens can do. The image is what ultimately gives that technology meaning.