Using Hasselblad HC lenses, no less (says FAQ
here).
Panavision also have a 65mm digicam. I think the saddest part is the quote from
here:
"Eventually film may disappear completely, so having a camera that can match that quality is going to fill a need."
In short, even just the rumours of the death of 65mm cine film were enough to spur on the R&D guys to create 65mm digital sensors. And the irony is that in creating said digital sensors they're only going to hasten the death of 65mm film too (if it weren't already all-but-dead).
That didn't really happen with 35mm and dslrs, in the beginning a lot (esp kodak) were adamant that film would remain as the higher-quality medium forever, until the inevitable happened (although it maybe took 10-15 years for digital quality to be as good as film).
Now the 35mm market has pretty much bottomed out, those of us still shooting film are the ones that are going to keep doing so despite whatever digital advancements are made.
I'd guess that people still shooting 65mm movies are split, some for the better quality and affordability over digital, some for nostalgia and 'the look'.
Once these 65mm digicams take over in a few years and become more affordable, all that's left are the film nuts who like it and would never go digital, like the movie-version of pretty much everyone here at apug.
And that's not going to be enough sales to sustain the Yellow Behemoth, they've still got 65mm on the books but who knows how many more runs they'll do before it's below-cost?
And that's exactly where Ferrania can slot in, as the smaller and more nimble player with a lot less overheads, able to run off a few dozen thousand feet without having to make+sell a few million to break even...