HONOR Magic9 Pro Max earns backing from Hollywood, local film industry
KUALA LUMPUR: Smartphone brand HONOR has secured cinematic endorsements from Hollywood camera manufacturer ARRI and the National Film Development Corporation Malaysia (Finas), as demand grows for movie-quality video on mobile devices.
Hollywood camera manufacturer ARRI and Malaysia's National Film Development Corporation, Finas, have endorsed HONOR's latest flagship smartphone, the HONOR Magic9 Pro Max. The device is designed to bring professional-grade video capabilities to smartphones by integrating cinematic color science and image-processing technology.
Consumers are increasingly demanding more than just high-resolution footage; they seek a cinematic look characterized by natural transitions, detailed shadows, accurate skin tones, and consistent color reproduction. Achieving this standard previously required expensive professional cinema cameras, extensive lighting gear, and complex post-production work.
To make this possible, HONOR collaborated with ARRI, the German camera brand known for its involvement in acclaimed films like Parasite, Dune, and Everything Everywhere All at Once. By integrating ARRI technology into a compact smartphone form factor, HONOR had to engineer complex solutions for real-time processing within the device's constraints.
The partnership resulted in HONOR redesigning its video-processing pipeline to support ARRI's LogC3 format and Wide Gamut (AWG). This enables the device to capture more detailed highlights and shadows while preserving rich color information. By combining its imaging chip with official ARRI Looks, the HONOR Magic9 Pro Max allows users to apply film-production color styles with a single tap, even without prior color grading knowledge.
The Malaysian film industry has taken notice, with Finas designating HONOR as the Official Cinematic Imaging Smartphone Partner for the 35th Malaysia Film Festival. HONOR and Finas also plan to expand their partnership through initiatives to support the local creative sector. Through this collaboration, HONOR aims to give everyday mobile footage an authentic cinema-grade quality.
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