Canon USA at PMA 1996 - Advanced Photo System Cameras Announcement
Canon USA has announced it will unveil four new cameras for the Advanced Photo System at this year's PMA Trade Show and Convention. Canon's lineup of Advanced Photo System cameras include three compact models and one single lens reflex (SLR) model.
What is the Advanced Photo System
The Advanced Photo System is more than a new film system. Developed as a joint effort between Canon, Kodak, Fuji, Minolta and Nikon, the Advanced Photo System is a new photographic system that defines a new standard in photography.
The Advanced Photo System is based around a new, compact film cartridge designed to drop into a camera without the need for further loading steps. An optical data disk on the cartridge is automatically read by the camera, indicating the film speed and other data.
Visual Exposure Indicators (VEI) on the exterior of the cartridge enable users to tell at a glance whether the film is entirely unexposed, partially exposed, fully exposed or processed. The Advanced Photo System minimizes the risk of simple, yet common mistakes, by consumers to provide them with optimum satisfaction with their cameras.
Canon's Role in the Advanced Photo System
Canon's involvement with the Advanced Photo System is based on a desire to help emphasize the joys photography can bring to consumers worldwide. The needs of consumers are constantly changing, including the need for easy-to-use, advanced imaging technology. It is important for manufacturers, in all industries, to develop new technologies which will enhance the quality of life for today's consumers. Canon believes that the Advanced Photo System will be attractive to a wide variety of photographers searching for more satisfaction from their photography.
Canon also believes that there will be a harmonious co-existence between current 35mm format cameras and the Advanced Photo System. While the Advanced Photo System will certainly attract a wide variety of consumers, Canon believes there is still a very important place for traditional 35mm format cameras and film.
The introduction of the Advanced Photo System marks the beginning of a new system of photography that offers consumers new ways of seeing the world around them and also creates new ways of organizing and storing their photography. "Canon's diverse line of Advanced Photo System cameras will provide all photographers with an opportunity to utilize the new technology the Advanced Photo System has to offer," said Haruo Murase, president and CEO of Canon U.S.A.
"Canon has always been committed to the idea that photography should be made accessible to consumers everywhere. Canon's involvement with the Advanced Photo System furthers that commitment," added Ted Ando, director and general manager of Canon's Camera Division.
Canon's Product Line-Up Announcement
This year Canon plans to introduce four new cameras dedicated to the Advanced Photo System. The new line of Canon Advanced Photo System cameras include:
- a 2x zoom lens ultra-compact camera called ELPH, which will be the first Canon compact Advanced Photo System camera available in the product line;
- a 4x zoom lens compact camera;
- a single focal length autofocus compact model and;
- an SLR model.
The Canon ELPH will be available at the end of April. The other models will be available in the fall of 1996.
CANON USA
www.usa.canon.com
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