A lucky few will get their hands on the Alexa this month. The newest digital camera from Arri is poised to dominate the professional digital market from companies like RED and Sony. The Alexa will ship without the new DTE (Direct To Edit) technology. A few Beta test versions will ship with DTE and Apple’s ProRes 442HQ and 4444 Codecs for further evaluation. The term “Game Changer” comes up a lot these days with new technology. This is by far the best pro digital camera I have seen to date. Here is a quote from HD Magazine from the managing director of Arri, Munich.
“Franz Kraus, Managing Director of ARRI in Munich, commented on the release to customers: “ARRI has delivered on its commitment to customers at IBC2009 – ALEXA is shipping in June, with an entry price point of EURO45.000 and with a rich feature list which today’s technology-savvy and quality-driven customers have fully embraced. With important reference productions such as Hugo Cabret and many accolades from industry innovators, ALEXA is now positioned in the market at the very highest level, offering unrivalled quality, reliability and performance at a very competitive price.”