Growing Number of Customers Take Delivery of Arri Alexa Cameras

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Wed, 07/28/2010 - 20:00 -- Nick Dager

Alternative Rentals Arri CSC The Camera House Clairmont Camera Fletcher Camera Otto Nemenz International Sim Video Stargate Studios TCS VER Videofax and Video MTL are among the first companies in North America to take delivery of Arri’s Alexa cameras. This round of Alexa deliveries included cameras that were also shipped to independent vendors and operators around the United States giving ownership not only to traditional clients like rental houses but also to individual shooters. Reseller Abel Cine Tech has also played a significant role in reaching these new customers. With placements in New York Los Angeles Chicago Toronto and more Arri elected to spread the distribution of the new cameras broadly over the U.S. and Canada to fulfill a wide-range of demand. Says Bill Russell vice president of camera products “Demand for Alexa has been extraordinary. We are pleased that deliveries have begun and that our customers large and small are so happy with the quality built into each and every Alexa. As more cameras are delivered and tested our orders increase. As a manufacturer we couldn’t ask for a better response. We appreciate our customers’ patience and assure them that we are working hard to get their Alexas to them as quickly as we can.” Arri is also shipping in-camera the required hardware for the new Direct-To-Edit capability which through the use of Apple's ProRes 422 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. A small number of Beta-test customers will pilot the DTE capabilities of the camera for a limited period of time to further evaluate performance and optimize the user interface for these new features. The full release of Alexa's DTE functionality will be made available to all customers as a firmware upgrade following completion of the Beta-test phase. New productions relying on Alexa include the television shows NCIS: Los Angeles No Ordinary Family Trauma Law & Order: Los Angeles and the Disney feature Prom. Alexa recently wrapped on director Roland Emmerich’s Anonymous and is currently shooting Martin Scorsese’s 3D production The Invention of Hugo Cabret. Arri