ALEXA wins HPA Award
The Hollywood Post Alliance (HPA) in Los Angeles honored the ARRI ALEXA digital camera as the very first acquisition system to receive an Engineering Excellence Award at their annual gala in November. The recognition confirms ALEXA as a major step forward for the postproduction industry, enabling ultrafast workflows, unrivaled image quality and sensitivity that redefines digital motion picture capture.
Glenn Kennel, President of ARRI Inc. says, "We are honored that the ALEXA camera has been recognized by the HPA for Engineering Excellence. ARRI has always focused on providing the highest quality cameras with convenience, reliability and ruggedness to meet the demanding needs of production. In the digital world, this commitment extends to providing convenient and compatible workflows to support postproduction."
ALEXA is the first camera to support the recording of Apple ProRes 4444, 422 (HQ), LT or PROXY encoded images onto onboard SxS memory cards for Shoot > Edit delivery. With the SxS module, no transcoding or re-wrapping is required for editing in Final Cut Pro. Avid Media Access also supports ProRes for Media Composer 5, allowing time and cost savings. Productions recorded in uncompressed HD or ARRIRAW for an off-line/on-line workflow gain another benefit: the QuickTime/ProRes off-line editing proxy is created directly in the camera, carrying the exact images, audio, time code and metadata as on-line HD or ARRIRAW material.
"Combining our digital imaging technology directly with ProRes makes the ALEXA camera the highest quality digital camera system available," says Adrian Widera, ARRI Strategic and Business Development. "The simple, immediate access to ProRes brings a whole new level of productivity to the professional motion picture and broadcast market."
The camera system has quickly established itself on projects of all types: documentaries, features, commercials, television and music videos. Productions utilizing the ProRes workflow (Shoot > Edit) include the CBS series NCIS: LA, the Michael Mann HBO series Luck and Brian Terwilleger's documentary, The Invisible Highway.
Other projects taking advantage of ALEXA's groundbreaking attributes include Now, directed by Andrew Niccol; Drive, directed by Nicolas Winding Refn; Richard Linklater's Bernie; William Friedkin's Killer Joe; Martin Scorsese's Hugo Cabret; the short film Runaway by Kanye West, and much more.
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