The Alexa, the much-anticipated new digital cinema camera from ARRI, arrived last Monday in its factory-fresh box. The Rule Boston Camera staff was obviously ecstatic to get their hands on the camera after various ARRI factory delays postponed its arrival. Within its first few hours at our shop (Arri Unboxing), the Alexa was booked on its first rental — a week-long commercial job. Our Alexa made its first public debut at the PBS Quality Workshop at WGBH on November 4th, where the camera was eagerly inspected by the many who attended.
From a rental house perspective, the ARRI Alexa is a welcome tool in the transition from the ease and image quality of film-based acquisition to the current needs of digital cinema. The camera will be an excellent choice for those looking for an alternative to both the RED and the numerous HDSLR systems currently being used in productions. We’ll be hosting an upcoming Learning Lab dedicated to the features of the new camera, but in the meantime call or drop by with questions or to catch a glimpse of the Alexa.
Brian Malcolm, General Manager