Los Angeles' Alternative Rentals Offers Panasonic’s Varicam 35 4k Camera/Recorders

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Pat Lamb 518.727.4933 patlambpr@gmail.com
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Digital camera rental company Alternative Rentals Digital Cinema (Los Angeles, CA) has augmented its camera offerings with Panasonic VariCam® 35 4K camera/recorders.

"Beyond the remarkable innovation of  the dual native 800/5000 ISOs, we are also very impressed with the VariCam 35's ability to record different resolutions in-camera, simultaneously," said Cliff Hsui, Alternative Rentals' Vice President of Marketing & Technology. "A production is able to retain a pristine 4K master and still have a 2K/HD version for editorial plus proxies for dailies or quick editing. You eliminate all the pre-editorial transcoding."

"The color reproduction is beautiful, and file sizes are smaller due to the efficiency of the AVC-ULTRA codec," he added. "Also, the VariCam 35's capability of creating and accepting different looks is a real time-saver for DPs, who can apply a look non-destructively and send it to post to establish a baseline for future scenes.

"Alternative Rentals has been a  customer of each previous generation of  VariCams, and the 35 is definitely in line with the celebrated VariCam 'vibe.'"

In addition to its Los Angeles' headquarters, Alternative Rentals has an office in Atlanta, GA. For more about the company,  visit www.alternativerentals.com.

About the VariCam 35
Panasonic’s VariCam 35 is an unparalleled tool for high-end filmmaking, commercials and episodic production as well as live 4K events. The camera provides superb image handling in multiple formats ranging from pristine 4K RAW to more practical 4K, UHD, 2K, HD and HD ProRes capture. Several assets set the VariCam 35 apart from other high-end cinematography cameras, including dual native ISOs of 800 and 5000, allowing DPs to realize incredible image quality in extremely low light situations; its ability to record three simultaneous video formats (4K + 2K + Proxy, or UHD + HD + Proxy); an  optional high-speed 4K uncompressed RAW recorder (CODEX) that  will capture uncompressed 4K VariCam RAW (V-RAW) at up to 120fps; internal AVC-Intra 4K / 2K / HD recording to 120fps; support for an ACES workflow for full fidelity mastering of original source material; and in-camera Color-Grading via CDLs / 3D LUTs.

For more information about the VariCam 35,
visit www.us.panasonic.com/varicam, or contact Panasonic at 877-803-8492.

Panasonic Solutions for Business
Panasonic delivers reliable business technology solutions that connect data with decision makers to drive better outcomes—for our customers and our customers’ customers. Panasonic engineers reliable products and solutions that help to create, capture and deliver data of all types, where, when and how it is needed. The complete suite of Panasonic professional solutions for government and commercial enterprises of all sizes addresses unified business communications, mobile computing, security and surveillance, retail point-of-sale, office productivity, visual communications (projectors, displays, digital signage) and HD videoproduction. Panasonic solutions for business are delivered by Panasonic System Communications Company of North America, Division of Panasonic Corporation of North America, the principal North American subsidiary of Panasonic Corporation.

All brand and company/product names are trademarks or registered trademarks of the respective companies. All specifications are subject to change without notice. Information on Panasonic solutions for business can be obtained by calling 877-803-8492 or at us.panasonic.com/business-solutions.

About Panasonic Corporation of North America
Panasonic Corporation of North America provides a broad line of digital and other electronics products and solutions for consumer, business and industrial use. The company is the principal North American subsidiary of Osaka, Japan-based Panasonic Corporation and the hub of Panasonic's U.S. branding, marketing, sales, service and R&D operations. In Interbrand's 2014 annual "Best Global Green Brands" report, Panasonic ranked number five overall and the top electronics brand in the report. As part of continuing sustainability efforts, Panasonic Corporation of North America relocated its headquarters to a new facility, adjacent to Newark Penn Station in Newark, NJ. It is the first newly constructed office tower in Newark to earn both LEED Platinum and Gold certifications from the U.S. Green Building Council.

Learn more about Panasonic at us.panasonic.com/news.