Pre-PMA Product Frenzy

Pre-PMA Product Frenzy


Never before can we recall so many cameras being announced prior to PMA….as in days before the show. Seems like all these February introductions might be stealing a bit of the show’s thunder, at least with regard to camera announcements, but we can tell you there’s still lots of news from the various other market segments that is being saved for the PMA Show floor.

Well then, since so many manufacturers have released product info in the last couple of weeks, here’s a brief look at a few of those pre-show announcements.

Hasselblad’s H4D-40 is certainly intriguing on a number of fronts – not the least of which is the speculation behind exactly what a 40MP medium format DSLR can really do? We’ll guess a whole a lot and Hasselblad claims their intent with this model is, “to bring the advantages of Medium Format DSLRs to high-end 35mm photographers.”

The H4D0-40 will cost $19,995, and that includes a lens and viewfinder, and is clearly meant to compete with the Leica S2 (a 37.5MP medium format camera in a 35mm style body). The company adds that the new True Focus feature is a further refinement of Hasselblad’s segment leading Auto Focus system that makes accurate near field composing substantially easier for photographic professionals. Hasselblad is targeting the H4D-40, which features a 33×44 mm CCD sensor with 40 million pixels and provides almost twice the capture area of the largest 35mm DSLR sensors, towards high-end 35mm professionals.

Canon has introduced a new DSLR in the Rebel family – the Canon EOS Rebel T2i Digital SLR camera. It includes a variety of new features including: 3.7 fps shooting, an ISO range of 100-6400 (expandable to 12,800), a 63-zone Dual Layer Metering System, and Canon’s DIGIC 4 Imaging Processor. The T2i also  offers full HD DSLR video capture with manual exposure control, selectable frame rates and a new external microphone input. There is also a new feature for standard definition recording, Movie Crop, which provides an approximate 7x additional zoom with no loss of image quality when shooting SD quality video.

It will be available in March, and will be sold in a body-only configuration at an estimated retail price of $799.99. It will also be offered in a kit version with Canon’s EF-S 18-55mm f/3.5-5.6 IS zoom lens at an estimated retail price of $899.99.

Olympus unveiled the PEN E-PL1, a third-generation PEN-style camera that features a simple design and interface, but, Olympus claims, is still packed with features, including pop-up flash and a 12.3 megapixel CMOS sensor.

Among those features is a new direct button for HD movies, allowing for easier access to this function. The E-PL1’s new Live Guide interface simplifies great photography and gets the results you desire at the touch of a button. Want more vivid or muted color in your shot? Want warmer or cooler color? Want a brighter or darker subject, or a sharper or softer background? The user simply selects Live Guide and press the up and down arrows on the back of the camera to slide through numerous photographic effects. Make adjustments and watch the LCD as the effects are made live – before the image is captured.


For Nikon two new lenses for the  professional and enthusiast photographer make their debut, “that epitomize NIKKOR leadership in optical excellence.” The highly anticipated AF-S NIKKOR 24mm f/1.4G ED lens is engineered to meet the demand for an ultra-fast professional lens for wide angle applications, while the AF-S NIKKOR 16-35mm f/4G ED VR offers Nikon57;s widest FX-format focal range with VR, offering additional versatility to a broad range of photographers.

“The 16-35mm f/4 VR and 24mm f/1.4 are two new lenses designed to address the needs of an ever-expanding number of Nikon FX-format photographers, delivering dramatic perspectives, amazing clarity, contrast and color when capturing stills or HD video,” said Edward Fasano, general manager for marketing, SLR Systems Products at Nikon Inc.  “Customers that choose these new lenses will experience excellent image quality and sturdy handling, which is made possible through our commitment to excellence and expert NIKKOR engineering.”

Add seven new CoolPix compact digital cameras to eth mix as well including the P100  that features a CMOS sensor and 26x optical zoom lens, Nikon has also equipped five of its new CoolPix cameras with HD movie capabilities. Other new cameras include the new CoolPix S8000, CoolPix S6000, CoolPix S4000, CoolPix S3000 and CoolPix L22. Additionally, the new CoolPix L110 offers 15x super zoom and HD video recording with stereo sound and easy shooting versatility.

Fuji’s in the new product parade as well with four new models in its ultra-compact J-Series family of digital cameras. Ranging from $129.95 to $249.95 in price and all HD movie capable, the FinePix JV100, JX250, JZ300 and JZ500 offer consumers with the most complete choice yet in a series of compact digital cameras and provide them with the perfect fit for their individual budget and feature set needs.

Your Photo On Canvas is a producer of custom canvas prints and innovative print-on-canvas processes, and they will debut their complete line of canvas print offerings and an aggressive retail partnership program designed to add profit for retailers and drive customer traffic at this year’s PMA show.  The retail partnership program will be supported with in-store merchandising and quick online ordering processes for turnkey simplicity. In addition to the company’s already aggressive price structure, YPOC will provide retailers with an additional 50 percent value of their pre-paid orders of VIP Canvas Cards during the PMA show.  The show special allows retailers and pro photographers  to access incredible savings during PMA and apply the savings at any point in the future.  Additional long-term programs and promotions will be available to retailers interested in offering Photo on Canvas services to its customers.

Tamron recently announced a free new learning program that’s specifically targeted at first-time Digital SLR owners, but also likely to appeal to a broad spectrum of shooters including experienced enthusiasts, and those who simply want to get a better handle on all the exciting features built into their new Digital SLR cameras. The series began on January 18, 2010, and on every Monday for 12 weeks, Tamron will release an entertaining and informative one-minute episode of “DSLR Know How with Tamron” on YouTube that’s designed to bring picture-takers up to speed in getting the most out of their equipment.