Prime Focus EQR adds ARRI ALEXA to its kitty

Prime Focus' Equipment Rental Division (EQR) has added 'Alexa', the latest state-of-the-art camera from ARRI to its existing fleet of cameras.

The ARRI Alexa, a successor to the D21 digital camera, is geared up to meet the emerging trend of 'shoot-edit-project'. It saves the worries of having to wait for the dailies to see the result of the shoot, as one can see the rushes at the exact quality required and provides the option of color correction on location itself.

"One of the key attributes of the ARRI ALEXA is that a dump of the files can directly be taken on the Baselight, ready for editing and grading. This saves a lot of time and money as it eliminates the need for telecine", says Niraj Sanghai - Business Head, EQR, Prime Focus. With the ARRI ALEXA, the LUT of any shot can be generated very quickly, saving further time on color correction.

Owing to its rugged frame and sensitivity, the camera can perform in different climatic conditions and temperatures in India and can capture true colors in bad weather conditions without any noise. Add to this, the camera features simple menu controls and operations that can allow the DOP to play around on location easily - and you get a great product.

Neil Sadwelkar, Head - Technical Operations, Prime Focus says, "There's, of course, more to the Alexa than just post-production convenience. Its latitude, 35mm sized sensor and compatibility with existing 35mm film lenses are all features that might appeal to the cinematographer and make the camera closer to a film camera. One of the main features of the camera is its dynamic range, which is a boon for all cinematographers and directors".