2008 Photo Marketing Association Tradeshow
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Panasonic's Lumix DMC-FX35 digital camera. Courtesy of Panasonic, with modifications by Michael R. Tomkins. Panasonic announces Lumix DMC-FX35
By Michael R. Tomkins, The Imaging Resource
(Tuesday, January 29, 2008 - 12:01 EST)

Panasonic has today taken the wraps off its new Lumix DMC-FX35 digital camera, also known in Asia as the DMC-FX36.

The Panasonic FX35 includes both a 1/2.33" 10.1 effective megapixel CCD image sensor and a Leica DC Vario-Elmarit branded F2.8 - F5.6 4x optical zoom lens. Images are framed and reviewed on a 2.5" LCD display with 230,000 pixel resolution, and stored on SD / SDHC / MMC cards or the camera's own 50MB built-in memory. Power comes from a proprietary Lithium Ion battery pack, rated for some 290 shots on a charge (CIPA standard testing with 50% flash usage at room temperature).

The Panasonic Lumix FS3 will go on sale in the USA in silver, black and blue variants this March, priced at about $350.

Panasonic Lumix DMC-FX35
Panasonic's Lumix DMC-FX35 digital camera. Courtesy of Panasonic, with modifications by Michael R. Tomkins. Click for a bigger picture!
General
Camera Type Ultra Compact
Manufacturer Panasonic
Model Number DMC-FX35
Dimensions 3.7 x 2.0 x 0.9"
94.7 x 51.9 x 22.0mm
Weight 146.0 g
5.1 oz
Planned Price $349.95
Planned Availability 2008
Image Capture
Sensor Type 1/2.33" Panasonic CCD
10.70 megapixels (total)
10.10 megapixels (effective)
Filter Type RGBG
Aspect Ratio 4:3, 16:9
Image Dimensions 3648 x 2736 (10.0 megapixels)
3648 x 2432 (8.9 megapixels)
3648 x 2056 (7.5 megapixels)
3072 x 2304 (7.1 megapixels)
3072 x 2048 (6.3 megapixels)
3072 x 1728 (5.3 megapixels)
2560 x 1920 (4.9 megapixels)
2560 x 1712 (4.4 megapixels)
2560 x 1440 (3.7 megapixels)
2048 x 1536 (3.1 megapixels)
2048 x 1360 (2.8 megapixels)
1920 x 1080 (2.1 megapixels)
1600 x 1200 (1.9 megapixels)
640 x 480 (0.3 megapixels)
0.3 megapixels
Capture Speed Continuous: 2.5 frames per second for 3 frames
Image Preview / Review
LCD 2.5", 230,000 pixels
Lens
Lens Type LEICA DC VARIO-ELMARIT, 7 elements in 6 groups
4x optical zoom
Image Stabilization Yes
Focal Length 4.4 - 17.6mm (actual)
25 - 100mm (35mm equivalent)
Aperture Range Wide: F2.8 - F8 Tele: F5.6 - F8
Focusing System Contrast Detect: Face / 1-point/ 1-point high speed/ 3-point high speed/ 9-point/ Spot with AF assist lamp
Focusing Range Normal: 20" - infinity (50 cm - infinity)
Macro: 2.0" - infinity (5.0 cm - infinity)
Exposure
ISO Sensitivity Auto,100, 200, 400, 800, 1600, (High Sensitivity Mode : Auto(1600 - 6400) )
Shutter Speed 60 - 1/2000 second
Exposure Modes Program
Metering Modes Intelligent Multiple
Exposure Compensation +/- 2.0EV in 1/3EV increments
White Balance Image Sensor - Auto, Daylight, Cloudy, Shade, Halogen, White Set, Manual
Internal Flash Modes: Auto, Auto/Red-eye Reduction, Forced On, Slow Sync./Red-eye Reduction, Forced Off
Range: 0.6 - 6.0m (Wide/ISO Auto), 0.5 - 3.0m (Tele/ISO Auto)
Creative
Scene Modes Portrait, Soft Skin, Scenery, Sports, Night Portrait, Night Scenery, Self-Portrait, Food, Party, Candle Light, Baby1, Baby2, Pet, Sunset, High sensitivity, Hi-Speed Burst, Starry Sky, Fireworks, Beach, Snow, Aerial photo, Underwater
Digital Zoom Up to 4x
Self Timer Yes, 2 or 10 seconds
Movie Format QuickTime (Motion JPEG) with audio
Storage
Recording Medium SD/MMC, Built-in
File System Complies with Design Rule for Camera File System (DCF)
File Format JPEG (Exif 2.2)
Connectivity
Video Yes, NTSC / PAL switchable
Computer USB 2.0 High Speed
Other DC Input
Power
Battery Type Lithium-ion rechargeable
Battery Form Factor Proprietary
Product Bundle
Software PHOTOfunSTUDIO -viewer-, ArcSoft (MediaImpression / Panorama Maker), USB Driver
Battery / Charger 1 x Proprietary Lithium-ion rechargeable battery and charger
Flash Memory 50.0MB Internal
Other
Digital Print Order Format (DPOF) compliant Yes
PictBridge Compliant Yes
Internal Microphone Yes
Internal Speaker Yes
Tripod Mount Yes
Remote Control No
More Photos
Panasonic's Lumix DMC-FX35 digital camera. Courtesy of Panasonic, with modifications by Michael R. Tomkins. Click for a bigger picture!
Panasonic's Lumix DMC-FX35 digital camera. Courtesy of Panasonic, with modifications by Michael R. Tomkins. Click for a bigger picture!
 

Original Source Press Release:

PANASONICíS NEW SUPER-SLIM LUMIX FX35 DIGITAL CAMERA OFFERS LINEíS FIRST 25MM WIDE-ANGLE LENS

LUMIX FX35 Packs a 25mm Ultra-Wide-Angle Leica Lens, Capturing Almost Double the Viewing Area*, Plus Panasonic’s Advanced Intelligent Auto Mode

LAS VEGAS (January 29, 2008) – Panasonic today announced the newest addition to its popular line of super-slim LUMIX FX-Series digital cameras, with the introduction of the DMC-FX35, complete with Panasonic’s first-ever 25mm ultra-wide-lens. The FX35, with 10.1 megapixels, also features a 4x optical zoom, Panasonic’s Advanced Intelligent Auto mode, a LEICA DC VARIO-ELMARIT lens offering f2.8 brightness and the new fourth-generation

“ With the Panasonic LUMIX FX35’s 25mm ultra-wide-angle lens, we are providing consumers with a camera that captures remarkable and unprecedented width and depth – all available in a slim camera that is small enough to carry in a pocket or small purse,” said Alex Fried, National Marketing Manager, Imaging, Panasonic Consumer Electronics Company. “Consumers are gradually beginning to understand the value of wide-angle lenses. When they fully understand that the FX35 can help them capture almost double the frame, meaning they can squeeze twice as many friends into the group shot, we’re confident we’ll have some happy digital photographers.”

To achieve a 25mm ultra-wide-angle lens in the slim design of the FX35, Panasonic developed a new unevenly thick concave meniscus EA (Extra high refractive index Aspherical) lens. Working closely with Leica to meet their strict standards on lenses, the LUMIX FX35’s lens compromises of seven elements in six groups, including four aspherical lenses with six aspherical surfaces.

Panasonic’s Advanced Intelligent Auto mode expands Panasonic’s system of intuitive technologies with the addition of Intelligent Exposure and Digital Red-eye Correction. Consisting of seven advanced and intuitive technologies, with Advanced Intelligent Auto mode, the consumer is able to rely on the advanced technologies happening automatically, without them changing any settings, thus taking high-quality photos is easy and effortless. Advanced Intelligent Auto mode includes:

  • Intelligent Exposure – With this new feature, photos will no longer be under- or over-exposed. Instead, the FX35, instantly analyze the framed image and adjusts the brightness in areas that are too dark because of dim lighting, backlighting or the use of the flash. The camera will automatically adjust the brightness accordingly.
  • Digital Red-eye Correction– This feature helps to eliminate the red-eye problem that sometimes results when taking flash shots at the night. Incorporated into the camera, the built-in flash emits a small preliminary flash before the main flash, detects red-eye and will digitally correct it.
  • MEGA O.I.S. – Gyrosensors detect hand-shake and the lens system shifts to compensate, helping to prevent hand-shake from creating a blurry image.
  • Intelligent ISO – With Intelligent ISO, the FX35 can determine if the photo subject is moving and change the ISO setting and shutter speed accordingly, thus giving a blur-free photo.
  • Intelligent Scene Selector – Intelligent Scene Selector senses the ambient conditions, recognizes the shooting environment and will automatically select the appropriate scene mode from: Scenery, Portrait, Macro, Night Portrait or Night Scenery mode. This intuitive technology, helps the consumer use the most common scene modes that are built into the camera, but often go unused, without making any manual adjustments.
  • Face Detection – Face Detection detects faces anywhere in the frame, even if they are moving, and automatically chooses the optimal focus and exposure settings so portraits come out clear and crisp. Panasonic’s Face Detection detects up to 15 faces.
  • Quick AF – The Quick AF (auto focus) system starts focus on the subject by just pointing the camera to the subject, thus minimizing the AF time.

The FX35 features a fourth-generation high-performance image processing LSI, the Venus Engine IV. The Venus Engine IV produces higher-quality digital photos, as compared to the Venus Engine III predecessor, with an advanced signal processing system that produces a quick response time. The shutter release time lag is as short as 0.005 second, making it easier to capture sudden, spur-of-the-moment photo opportunities. In burst shooting mode, the DMC-FX35 can snap 2.5 shots per second at full resolution**. Also, in High-Speed Burst shooting mode***, it fires an incredible 6 shots-per-second, plus unlimited consecutive shooting****, which lets the consumer snap photos until the memory card is full.

Consumers can view slideshows on the FX35’s 2.5-inch LCD, and new this year, can also add mood-appropriate music, choosing from natural, slow, urban or swing tunes. The LUMIX FX35 incorporates an Intelligent LCD, which detects the lighting condition and controls the brightness level of the LCD in 11 fine steps, to offer a display with the most appropriate clarity in any situation. Users can also enjoy slideshows of captured images with music effects to match the mood of the images. Furthermore, the High Angle mode makes the LCD screen extremely easy to view when the camera is held high, such as when shooting over a crowd.

The LUMIX FX35 is capable of recording 720p High Definition motion pictures and 1920 x 1080 pixel High Definition-ready photos that perfectly fit a wide-screen (16:9) HDTV. Panasonic VIERA Plasma or LCD HDTVs that have an integrated SD Memory Card slot, so viewing still images is simple as inserting the SD card. In addition, with the newly added HD component output capability, consumers can enjoy watching still and motion images in stunning HD quality taken by simply taking the DMC-FX35 and connecting the camera via an optional component cable (DMW-HDC2).

The DMC-FX35 will be available in March 2008 in silver, black and blue, models with a manufacturer’s suggested retail price of $349.95.

*Comparison to 35mm film camera
** Maximum 5 images in standard mode/ 3 images in fine mode.
*** In 2-megapixel (4:3), 2.5-megapixel (3:2), 2-megapixel (16:9) recording.
**** The consecutive shooting speed varies with the memory card, image size, and image compression mode. The number of shots depends on the memory card size, battery life, image size and image compression mode.

About Panasonic Consumer Electronics Company
Based in Secaucus, N.J., Panasonic Consumer Electronics Company is a Division of Panasonic Corporation of North America, the principal North American subsidiary of Matsushita Electric Industrial Co. Ltd. (NYSE: MC) and the hub of Panasonic's U.S. marketing, sales, service and R&D operations. In its commitment to provide consumers with extensive imaging resources, Panasonic LUMIX established the Digital Photo Academy, a series of nationwide workshops designed to instruct consumers how to optimize the features on their digital cameras and produce high-quality photos. Panasonic is honored to support OUR PLACE – The World’s Heritage, a project that will create the world’s largest photographic collection of UNESCO World Heritage sites, with acclaimed photographers exclusively using LUMIX digital cameras to capture all images. Information about Panasonic LUMIX digital still cameras and its affiliated programs is available at www.panasonic.com/dsc.

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