Abel Authorized for ALEXA

ARRI Taps Abel Cine Tech as Authorized Reseller for ALEXA Camera

June 16 2010, New York – ARRI Inc. today announced the selection of Abel Cine Tech as an authorized reseller for the ALEXA camera. Due to the wide appeal and affordability of ALEXA’s groundbreaking technology, this strategic partnership will cover the U.S. market more comprehensively to facilitate sales, service and technical assistance to emerging markets.

ARRI will continue supporting its traditional film camera customer base in established rental houses and other avenues, while Abel Cine Tech is charged with reaching independents and owner/operators through new and existing channels. This latest partnership has developed from Abel’s proven sales performance for ARRI’s Professional Camera Accessories and lenses.

“ARRI, Abel and ALEXA. It’s a natural fit. We have established a great relationship with Abel over the past few years and expanding that with ALEXA makes perfect sense for both companies. Our combined efforts will allow us to reach the greatest number of customers with this extraordinary camera system
and provide the best service and support,” says Bill Russell, ARRI Inc.’s Vice President of Camera Products.

“Abel has a broad history with ARRI that spans a number of products and technologies,” states Pete Abel, President/CEO of Abel Cine Tech. “This gives us a unique perspective and a real technical appreciation of what ALEXA means to the industry. I’m confident that Abel will be a very effective sales and support
partner for ARRI.”

The highly anticipated ALEXA camera begins delivery at the end of June. For more information about ALEXA, go to www.arridigital.com.

About Abel Cine Tech Inc.
Abel Cine Tech, established in 1989, is a leading supplier of professional film and HD equipment with facilities in New York City, Burbank, CA and Chicago, IL. The company is a Sony Elite III Reseller, Panasonic Specialty Reseller, the exclusive US agent for Aaton motion picture cameras, and the North American agent to the production market for Phantom high-speed cameras. Abel is also the exclusive reseller of specialty equipment including Panther Broadcast tripods and dollies, the CamTram System, Creamsource lighting fixtures, and Air Sea Land Gear. For more information, visit www.abelcine.com.

About ARRI
Located in Munich, Germany, Arnold and Richter Cine Technik (A&R) was founded in 1917 and is the largest manufacturer of professional motion picture equipment in the world. In 2001, ARRI was converted into a public limited company. The company is involved in all aspects of the film industry: engineering, design, manufacturing, production, visual effects, post-production, equipment rental and laboratory services (film and sound). Manufactured products and technologies include professional digital acquisition with the ALEXA camera, the ARRIFLEX D-21, in addition to camera systems for 16mm, 35mm, 65mm film, location and studio lighting fixtures, digital imaging systems like the ARRISCAN, ARRILASER, ARRICUBE, and ARRI Relativity. These products and services are offered through a network of subsidiary companies,
agents and representatives worldwide. For locations and more information, visit: www.arri.com

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