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Kodak's DCS 720x digital camera. Courtesy of Eastman Kodak Co. Kodak cuts price of DCS 720x!
(Tuesday, June 18, 2002 - 15:37 EDT)

Professional single-lens reflex camera now ~30% cheaper...

Eastman Kodak Co. has today announced a significant price-cut for its Kodak Professional DCS 720x digital camera. Previously $6,995, the camera is now some 29% cheaper at a new list price of $4,995. The DCS 720x excels at low-light, high-ISO photography - when photojournalist Rob Galbraith compared the camera with Nikon's D1H in September 2001 he concluded that the Kodak camera outperformed the Nikon at higher ISO settings.

The price change means that the DCS 720x is much closer to the cost of the Nikon D1H as well (Nikon's camera costs $4500 MSRP, and currently has a $500 instant rebate at purchase). Whether this will prompt a similar adjustment from Nikon remains to be seen, but this is definitely great news for sport photographers who have to work in difficult lighting conditions...

For another review of the DCS 720x, see Steve Sanders' thoughts over at Steve's Digicams.

Original Source Press Release:

Kodak Professional Reduces List Price of DCS 720x Digital Camera, Puts Highest ISO Settings, 'Action' Performance Within Reach of More Photographers

ROCHESTER, N.Y., June 18 - Continuing with its aggressive, customer-focused marketing strategy, Kodak Professional today announced a dramatic reduction in the suggested U.S. list price of its Kodak Professional DCS 720x Digital Camera - from $6,995 to $4,995. The price change on this popular model, designed for action photography and the most challenging light situations, is effective immediately.

"The DCS 720x digital camera is the ideal camera if you're shooting in low-light or action situations - such as military and law enforcement applications, or sports and news events - and now it's available at a very affordable price," said Phil Amato, U.S. Marketing Manager, Digital Capture, Kodak Professional. "The climate in the marketplace and our more competitive stance dictate this aggressive pricing move. We see it as a great opportunity to bring this high-quality, feature-rich action camera within reach of a greater number of professional photographers."

The DCS 720x digital camera combines the highest ISO settings available in Kodak Professional's DCS family - 400 to 6400 (calibrated to 4000) - with two-stop push for exposures at up to 25600, to enhance and simplify even the most critical, high-pressure forms of in-the-field photography. Based on the rugged Nikon F5 camera body, the DCS 720x camera features a rapid burst rate of 4.3 fps and a burst depth of 25 images.

Ongoing software and firmware upgrades - downloadable and free of charge from the Kodak Professional web site - keep the DCS 720x camera "on the leading edge" and decked out with the latest imaging features and functions. Just last month, a firmware upgrade was posted that enables new and "in the field" DCS 720x cameras for Kodak Professional's new Extended Range Imaging (ERI) image file format. This groundbreaking technology provides professional photographers the ease of use of JPEG files with the image quality and color/exposure control of raw camera files ("digital negatives").

The camera also takes advantage of the latest version of Kodak Professional PhotoDesk image management software, and the innovative Kodak Professional DCS Custom Looks Software, which mimics the looks of various films and filters to meet a variety of artistic needs and simplifies workflow.

The DCS 720x camera features Kodak's highly regarded Indium Tin Oxide (ITO) CCD, which delivers 2-megapixel resolution, and a range of capabilities that make it highly responsive in the field. Photographers can customize their camera with an IR blocking filter, removable anti-aliasing filter, IPTC captioning, white balance uploading and a choice of storage options.

The Kodak Professional DCS 720x Digital Camera is available from all authorized dealers of Kodak Professional digital imaging equipment.

Editor's Note: For information about Kodak Professional, customers may call: 1-800-235-6325, or visit the Kodak Professional web site at: www.kodak.com/go/professional.

(Kodak Professional is a trademark of Eastman Kodak Company.)

Eastman Kodak Company and infoimaging

Kodak is the leader in helping people take, share, enhance, preserve, print and enjoy pictures - for memories, for information, for entertainment. The company is a major participant in "infoimaging" - a $225 billion industry composed of devices (digital cameras and PDAs), infrastructure (online networks and delivery systems for images), and services and media (software, film and paper enabling people to access, analyze and print images). Kodak harnesses its technology, market reach and a host of industry partnerships to provide innovative products and services for customers who need the information-rich content that images contain.

cThe company, with sales last year of $13.2 billion, is organized into four major businesses: Photography, providing consumers, professionals and cinematographers with digital and traditional products and services; Commercial Imaging, offering image capture, output and storage products and services to businesses and government; Components, delivering flat-panel displays, optics and sensors to original equipment manufacturers; and Health, supplying the healthcare industry with traditional and digital image capture and output products and services.

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