photoxels
PRESS RELEASE
Evolution of the Classic: The New AF-S NIKKOR 50mm f/1.8G Lens
Mississauga, ON, April 27, 2011— Nikon Canada today announced the AF-S NIKKOR 50mm f/1.8G – a fast, compact lens that affords photographers the versatility of the classic 50mm focal length and the benefits of a speedy aperture for photos and D-Movies. Whether a new digital SLR enthusiast or a seasoned pro, users will appreciate the tack-sharp image quality, extreme low-light performance, shallow depth of field and Nikon core technologies that improve upon the original to make a great lens even better.
“The 50mm lens has been a staple for photographers since the days of 35mm film. This new lens unlocks the creative benefits of traditional focal length for Nikon users shooting photos and D-Movies,” said Gregory Flasch, National Advertising and Communications Manager at Nikon Canada Inc. “This f/1.8 prime lens offers exceptional image quality and control, while benefitting from modern Nikon technologies to enhance performance such as the Silent Wave Motor and use of an aspheric lens.
The combination of all these features offers an attractive package for any shooting discipline.”
Lightweight, compact and affordable, this lens will easily become a favourite and find a home in any photographer’s gear bag. With the unique ability to mimic the focal length of the human eye, the AF-S NIKKOR 50mm f/1.8G lens is ideal for travel, general photography, low light, landscape shooting and portraiture. Continuing the tradition of NIKKOR precision optics, the new lens provides photographers with sharp, high-resolution images and the ability to focus as close as 1.48 feet, with amazing depth of field control for intimate details. The integration of an ultra-compact Silent Wave Motor ensures fast, whisper-quiet AF operation, which is essential when recording movies.
Optimized for Nikon FX-format cameras, this lens is also a great option for Nikon DX-format photographers seeking a fast, sharp lens for capturing images with amazing colour and contrast.
The new 50mm f/1.8 lens construction consists of seven elements in six groups, with one aspherical lens element to reduce instances of coma and aberration, even when shooting wide open. A rounded diaphragm opening combined with the seven-blade aperture contributes to a substantially more circular bokeh for a more natural appearance of out-of-focus background elements. Additionally, instances of lens flare and chromatic aberration are suppressed using Nikon’s exclusive Super Integrated Coatings, which also help ensure vividly accurate colour balance.
Availability and Pricing
The AF-S NIKKOR 50mm f/1.8G lens is scheduled to be available at Authorized Nikon Canada Dealers beginning late June 2011 at a Manufacturer’s Suggested Retail Price (MSRP) of $249.95. For more information, please visit www.nikon.ca.
Exclusive Canadian Warranty
Nikon Canada offers an exclusive five-year warranty for all NIKKOR lenses purchased from an Authorized Nikon Canada Dealer. Consumer’s investment is protected by Nikon Canada’s warranties with in-Canada service.
About the NIKKOR brand
With a full family of FX and DX-format lenses and focal lengths, from the ultra-wide 10.5mm fisheye to the super-telephoto 600mm VR, NIKKOR customers have come to rely upon Nikon’s optical superiority and the support of NIKKOR core technologies. NIKKOR is the brand name for Nikon’s photogra phic lenses, which was created by adding an “R” to “NIKKO”, an abbreviation of Nippon Kogaku K.K., the original company name of Nikon Corporation at the time of its founding. In 1933, Nikon marketed its first camera lens under the NIKKOR brand name, the “Aero-NIKKOR” for aerial photography applications. Since then, NIKKOR has been used as a brand name for Nikon’s lenses that symbolizes durability, high image quality and optical excellence.
About Nikon
Nikon, At the Heart of the Image™, is the world leader in digital imaging, precision optics and photo imaging technology and is globally recognized for setting new standards in product design and performance for its award-winning consumer and professional photographic equipment.
Nikon Canada distributes consumer and professional digital SLR cameras, NIKKOR optics, Speedlights and System Accessories; Nikon COOLPIX® compact digital cameras; COOLSCAN® digital film scanners; 35mm film SLR cameras; Nikon software products and Nikon sports and recreational optics. At the heart of every Nikon camera is Nikon’s Exclusive EXPEED™ or EXPEED 2™ advanced digital image processing system technologies. All Nikon Canada products are sold through a network of Authorized Nikon Canada Dealers. For more information on Nikon Canada and its products and services or to find an Authorized Nikon Dealer, visit www.nikon.ca.
