During the last decade, 24pthe 24fps rate of film achieved via progressive scanbecame accessible and then affordable. Starting with cameras such as the Panasonic AG-DVX100 and Canon XL2, professionals on a video budget could take advantage of a film frame ratebut more importantly, a true film look.
Early in the decade, slow-rendering effect plug-ins would provide the "film look," but when the new cameras came along, the look was now native. Desktop video editing software soon stepped up its game to allow editing in 24p (although workflows in 24p remain a bit more complex to master).