First-Class Website for a World-Class Film Equipment Company

Spinutech was tasked with developing a website worthy of the Panavision brand, an industry leader in filmmaking equipment since the 1950s.

Visit Website

Improved User Experience

Featuring an improved site navigation and site search with custom functionality, the new website makes it easier than ever for users to find the right products, services and solutions.

Dynamic Product Pages

Not only was Spinutech able to import Panavision’s products to the website, but signature product pages featuring advanced animation were developed to properly showcase their flagship offerings.

Scalable for Growth

The Panavision family of brands now have a shared website with the scalability to readily accommodate the addition of more divisions.


About Panavision

Panavision is the premier provider of end-to-end technical and creative solutions that power the creative vision of filmmakers around the globe. Their comprehensive offerings include unparalleled optics, proprietary camera and lighting systems, and state-of-the-art post production services. Major studios, networks, streaming providers, and independent artists alike utilize Panavision’s rental inventory in features, series, commercials, and more. Driven by a passion for collaborative innovation, Panavision provides the content creation industry with the highest standard of quality and service. The Panavision family of brands also includes the renowned brands Light Iron, Panalux, LEE Filters, and Island Studios.

Client Background

Panavision recognized the need for a redesigned website before partnering with Spinutech, though the technical requirements of the redesign presented a number of challenges. Not only did their existing web presence include multiple domains and websites for the different divisions of the Panavision family of brands, but there were also multiple domains for different countries, regions, and languages due to Panavision having over 50 locations around the world.

Put simply, Panavision had outgrown their existing website. It hadn't been set up to capture the all-encompassing story of the Panavision portfolio, and its difficult-to-manage CMS — which featured a lot of inline code within the site — limited the ability to scale and grow. They weren’t able to house their full product offerings on the existing website, and the user experience was further restricted due to the site’s navigation and limited search feature.

The Spinutech Approach

Spinutech worked in collaboration with the stakeholders at Panavision to identify the CMS platform best suited to their needs. After performing a demo of Sitefinity, the enterprise and security benefits of the platform made it the clear choice for Panavision’s new website.

The roadmapping process, which gathered together the Spinutech and Panavision teams, helped determine the specific strategy behind the redesign and the site pages that would be needed. One of the most unique aspects of this website project was the collaborative effort that followed. The Panavision team took the lead on content creation and page designs, with Spinutech working closely with them in a consulting capacity. Together, the two teams helped shape the website navigation URL structure, content, and design layout of the pages.

Customer Relations Management (CRM), enterprise requirements planning (ERP), and marketing automation were integrated into the new website for a comprehensive enterprise content management solution.

Spinutech U


The redesigned Panavison website brings together their entire portfolio into a single platform and under one domain, wrapped in a modern UX design. The improved site navigation and site search make it easier than ever for users to find content, as do the filtering capabilities throughout the site. Panavision can expand their brand knowing that their new website is scalable, with the flexibility to accommodate the addition of new divisions. The site was also re-structured with SEO in mind, as Panavision’s previous website struggled to gain traction in search engine results despite the brand’s lofty position within their own industry.

Panavision website
“Our company vision is to provide content creators with the tools,¬†technology, and support they need throughout their creative process. We are thrilled to offer our present and future customers this best-in-class website experience and continue to serve as a top resource for filmmakers around the world.”Lesley Kantor, Chief Marketing Officer, Panavision

Signature Product Pages

Signature Product Pages

Spinutech’s web development team created a product script to import all of Panavision’s products, specs, and images into the site. Pages specific to their signature products were designed and developed to feature advanced animation that would properly showcase their flagship offerings.

Custom Site Search

Custom Site Search

Custom functionality was added to the out-of-the-box Sitefinity search feature, including search option categories, icons for each content type, and updates to search results.

Tools Integration

Tools Integration

Panavision had previously developed interactive Tools that allow users to compare products and even simulate certain camera operating features. Spinutech was able to integrate these Tools into the new site to create a more dynamic user experience.