The 2012 edition of the Photo & Film Expo, one of the most anticipated events for South African filmmakers and photographers, promises more exhibitors than ever before, highlighting excellence in still photography and film production.

Photo Film Expo

Now in its fourth year, the Photo & Film Expo will be held in association with PiX magazine at the Coca-Cola Dome in Johannesburg from 18 to 21 October 2012.

The exhibition will showcase the latest hardware, software, technology, lighting, techniques, facilities and training courses available. Free workshops and training sessions will also be held every day.

Visitors will be able to gain first-hand knowledge from experts in their fields. International speakers include Rufus Deuchler from Italy, Devinder Sudera from India, Simon Moss from New Zealand, Angie Butler from the UK, and Carolina Mantella from Patagonia.

Add to that top local photographers such as Brett Florens, Grant Atkinson, Dave Nemeth, Peter Morey, Roger Sedres, Dror Eyal, Christine Meintjies, Lou Coetzer, Joe Louw, Sarel van Staden, Craig Kolesky, Fiona Peake, Johan Pretorius, Deryck van Steenderen, Toby Jermyn, Darryl van Niekerk, Sean Nel, Anton van Niekerk and Jonelle Louw.

“Despite having the largest selection of products under one roof and ridiculous show specials it’s not just another retail show either,” the organisers say. “Instead the aim of the event is to satisfy a very specific audience, that being photographers, filmmakers, advertising agencies and support industries.

“It's also not the kind of event you can quickly pop past on your way somewhere else; most who attend spend well in excess of eight hours attending workshops and taking part in hands-on demonstrations of the widest selection of the latest equipment releases and learning about the newest technologies.”

With over R100-million in direct retail sales from exhibitors’ stands every year and most products available to the public at prices well below recommended retail, visitors can be sure to pick up good deals. They will also get to see the official African launches of some of the newest photographic gadgets and latest releases by exhibitors.

Entrance costs R40 to R80 (on a first-arrival basis) to over 100 workshops and demonstrations at the event. Just R200 gets you a weekend pass (limited) that allows you access for all four days and day passes are available for only R80, or R40 for under 16s and pensioners.

This year will feature dedicated gallery areas displaying photographers’ work, which will include an exhibition of the new trend of Instagram and cellphone photography. There will also be numerous live shoot areas, so bring your camera and join in.