ARRI unveiled the working prototype of ALEXA, its new digital camera system, to over 200 of the industry’s most respected Directors of Photography at the AFC (Association of French Cinematographers) annual event, Micro Salon on Feb. 12, 2010.
The response to the eagerly awaited latest technology offering from ARRI was overwhelming. In a packed auditorium DoP Frank van Vught presented the concept and design of ALEXA. The latest material shot with ALEXA was screened and feedback was extremely positive, clearly demonstrating that the industry awaits the camera’s availability and is keen to start shooting.
After the presentation, a series of hands-on demonstrations of the ALEXA were given to eager professionals, including top French DOPs, Bruno Delbonnel (AFC, ASC), Eric Gautier (AFC), Denis Lenoir (AFC, ASC), Michel Abramowicz (AFC).
Compact, ergonomic and lightweight on one hand, robust and with typical ARRI reliability on the other hand, the Alexa is the first model in a new generation of digital cameras, perfect for features, television dramas, commercials and pop-promos.
The Alexa is based on the ARRI designed CMOS sensor, which offers a base sensitivity equivalent to 800 ASA, low noise and unsurpassed latitude that exceeds 13 stops. Nevertheless the main advantage of Alexa will be an easy workflow which will be announced at NAB.
Stephan Schenk, General Manager of ARRI’s Camera & DIS Business Unit, explained ARRI’s new sales approach to the French market, announcing the appointment of French born Sales Manager Johan Meunier responsible for Sales and Paris based Natasza Chroscicki, responsible as local contact for our customers. “We are delighted with the response we have had here in Paris, the French film and television industry is held in high regard around the world and France is an extremely important market to ARRI. It’s been an honour to be given the opportunity to showcase ALEXA, here in Paris. We look forward to a closer working relationship with the cinema and TV customers in France and will endeavor to ensure we bring them cutting edge technology to assist them in their creativity and the stories they tell.”
