San Diego, CA—Built to be lightweight, easy to use and featured filled, the new Sony SLT-A37 is the latest camera to feature Sony’s Translucent Mirror technology, which was developed to provide fast shooting, nonstop phase-detection autofocus and continuous live image preview during still and Full HD video (60i/24p) shooting.
The technology also allows the 16.1 megapixel α37 to grab split-second action with a burst of sharply focused images; shots can be captured at seven frames per second in tele-zoom high-speed shooting mode, where the central portion of the sensor’s image is magnified 1.4x. This is complemented by a three-cross 15-point AF system with tracking autofocus that keeps faces and fast-moving subjects in focus.
“Delivering lightning-fast shooting speeds and autofocus plus advanced Full HD video capture, our innovative Translucent Mirror technology continues to serve as the backbone of our A-mount line of cameras,” said Mike Kahn, director of the Alpha business at Sony. “Featuring this unique technology plus a host of exciting new features and an attractive price tag, our new α37 camera brings a whole new meaning to the term ‘entry-level DSLR’.”
To make framing and focusing easy, Sony added a 1440k-dot Tru-Finder electronic viewfinder with a 100% field of view. Adjustments to exposure and other creative picture settings can be previewed in real time, either via the EVF or the tilt-angle 2.7-inch LCD screen.
Additionally, to help inexperienced photographers, Sony’s new auto portrait framing mode identifies the subject’s position and follows the rule of thirds to trim the scene and create a framed portrait. The cropped photo is then boosted to full resolution using Sony’s By Pixel Super Resolution technology, and both the original and cropped image files are saved. By Pixel Super Resolution technology is also used for the “clear image zoom” feature, which digitally doubles the effective magnification of any lens attached to the camera.
Other features include the latest Bionz image processor that extends sensitivity to an ISO 100-16,000 range, broadening options for low-light shooting without flash; SteadyShot Inside stabilization, which cuts the effects of camera shake by four stops for clearer handheld images with any A-mount lens; and superior auto mode, which intelligently recognizes scenes and subjects and adjusts settings automatically.
Along with the α37, Sony announced the compact SAL18135 18-135mm f/3.5-5.6 telephoto zoom lens, with an 8x zoom range. The lens features a SAM design engineered to assure smooth, rapid, whisper-quiet autofocus operation and direct manual focus for fine-tuning of focus.
Sony’s SLT-α37 is available with an 18-55mm kit zoom lens (model SEL1855) for $600. The SAL18135 telephoto zoom lens will be available as a stand-alone product in July for $500, and will be offered as a kit lens with Sony A-mount cameras beginning August. sony.com
