DIGITAL PHOTOGRAPHY NEWS

Classic RolleiFlex Camera Goes Small and Digital; Just 3-Inches High, the New RolleiFlex MiniDigi Has the Look and Feel of the Original Twin Reflex Camera

Two lenses, one above the other. The hand crank lever. The shutter release. The hooded viewfinder. The exposure meter. The coal-black casing. And the RolleiFlex(TM) logo.

CONCORD, Calif. - (Business Wire) - Oct. 26, 2004 - They're all part of a new Rollei camera that will hit the U.S. market in November. What's different from the original, a classic that has attracted the world's top photographers from its introduction in 1929 to this day, is that it's much smaller and digital.

Much as auto manufacturers who have applied modern technologies to classic designs, such as the Jaguar "S"series, the new RolleiFlex MiniDigi has the look and feel of the original, but easily fits in the palm of your hand or pocket. Most importantly, it's a camera with features that are not only nostalgic, but also unique in the digital world.

Take the hand crank. Like its parent, the hand crank is an integral part of the camera, but instead of advancing film (which it obviously doesn't have), the Rollei MiniDigi's crank prepares the camera for the next shot. Another unique feature is the classic pop-up hood and viewfinder. The hood means no stray light gets in the way. The hood also provides a quick finder function since it can fold down to allow "see through" quick framing.

Still another nostalgic design feature that has modern applications is the square format. The square format means no shutter opportunities or valuable seconds are lost having to choose between horizontal or vertical position. You simply look downward into the viewfinder at waist level, aim, and then shoot from the waist. This results in minimal "camera fright' for portraits or taking pictures of babies or animals because the eyes of the photographer and the person don't meet. In addition, the square format doesn't force the photographer to choose between landscapes or portraits orientation.

Besides the features unique to RolleiFlex, the MiniDigi incorporates digital camera technology -- SD memory cards, white balance, fast shutter speeds, 2-megapixel sensor, LCD monitor, etc. However, it's not intended to be a full-featured digital camera.

"While the MiniDigi, because of its size, doesn't have some features like USB or flash, it does have a unique, retro styling that will likely appeal to camera buffs and consumers who want something classic, original, fun, and extremely portable," stated Dick Dischler, who is in charge of US distribution for Rollei Logistics. "The MiniDigi has really taken off in Japan where the first reaction is often 'this is really cool.'"

The new Rollei will begin shipping in early November and be available through specialty retailers. Pricing is expected to be in the $350.00 range.