Sydney - ARRI Australia announced that the first of its long-awaited Alexa digital cameras have arrived in Australia. ARRI’s Alexa is a new compact, lightweight and affordable digital camera that utlises ultra-fast workflows and image quality akin to 35mm film. By combining proprietary ARRI technology with ubiquitous tools from industry-leading partners, ARRI are quoting the ALEXA as the most complete and powerful digital production system it has ever built.
ARRI Australia General Manager Stefan Sedlmeier said, “As many people in the industry are aware, demand for the Alexas is significant and we are delighted that the first three cameras have now arrived in Australia.”
The first three cameras have gone to Cameraquip, Red Apple Camera Rentals and Lemac, all of whom purchased the camera following Alexa’s first unveiling to the market at IBC 2009.
Sedlmeier continued, “Such is the demand for the Alexa that we had to devise a fair early adopter loyalty programme to answer delivery priorities. I’m pleased to say that we have already sold over 20 Alexas throughout Australia and New Zealand, many of which will be delivered by the end of the year. We also have significant orders for 2011.”
All the Alexas bound for Australia and New Zealand ARRI include its brand new DTE (Direct-To-Edit) capability which, through the use of Apple’s ProRes 422 (HQ) and ProRes 4444 codecs allows high fidelity footage to be recorded onto Sony SxS PRO removable media cards, providing immediate availability of material into Final Cut Pro and Avid editing systems.
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