another take...
 

I attended the Sony panel as well, they kept calling me the RED guy because I was asking about Sony pricing strategy for 2/3rd inch cameras when Scarlet comes out ($33k Sony 700 verses $3k Scarlet.) Anyway Brian Carroll confirmed at his talk that they used the EX1 in commercials prior to bringing it on the film set and said it was used for shots in the film, so like you said if they do use the footage that will be very cool. I'm curious to see what the EX1 captured to a deck at 4:4:4 would look like, even with 1/2 inch chip. Remember at the Sony panel they described the conversion process from being captured to CMOS at 4:4:4, then converted to 4:2:2, then to 4:2:0 long GOP to be stored on card. Apparently, according to members on the panel, there is a higher quality pathway when captured to a high end deck. Interesting stuff they brought to the table.

Lots of cool things you can do these days. Although the larger lights are still used, it's surprising how much light you need pumping through a 4ft x 4ft diffusion frame (or the larger jobbies) - one DP I know of lights relatively small rooms with a 12k HMI going though one of those frames and then uses poly reflectors.