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Sony Introduces Speedy α37 DSLR Camera with Full-time Continuous AF Powered by Translucent Mirror Technology
New Model Features High-Quality 16.1MP Image Sensor, 7 fps Shooting, Full HD Video Capture and more
TORONTO, May 17, 2012 – Lightweight, easy to use and packed with useful features, the new Sony SLT-A37 camera is an ideal choice for consumers looking to step up from their point and shoot cameras to explore the world of interchangeable lens DSLR photography.
The new α37 camera is the latest to feature Sony’s acclaimed Translucent Mirror Technology, which delivers a potent combination of fast shooting, non-stop phase detection autofocus and continuous live image preview during still and full HD video (60i/24p) shooting. This innovative technology also allows the new α37 camera to grab split-second action with a burst of sharply focused images. Shots can be captured at up to seven frames per second in Tele-Zoom High Speed Shooting Mode, where the central portion of the sensor’s image is magnified by approximately 1.4x.
The camera has a precision 3-cross 15-point AF system with tracking autofocus that keeps faces and fast-moving subjects in sharp focus. From action-packed sports to spontaneous family portraits, it will ensure that all the drama and beauty of that special moment is captured.
Additionally, the Sony α37 camera helps inexperienced photographers create top-quality portraits with ease. The new Auto Portrait Framing mode identifies the subject’s position in a composed image and follows the “rule of thirds” to trim the scene and create a beautifully framed portrait. The cropped photo is then boosted to full resolution using Sony’s unique By Pixel Super Resolution technology, which uses pattern matching to maintain superb image detail, tones and textures in the photo. Both the original and cropped image files are saved for review.
By Pixel Super Resolution Technology is also used for the “Clear Image Zoom” feature, which digitally doubles the effective magnification of any lens attached to the camera. Ideal for travel and everyday shooting, it’s a great way to boost maximum focal length without carrying extra hardware.
The 16.1 effective megapixel Exmor™ APS HD CMOS sensor inside the α37 camera captures finely detailed, low noise stills and Full HD video. It’s teamed with the latest BIONZ image processor that extends sensitivity to an ISO 100-16000 range, broadening options for low-light shooting without flash. Shared with all α SLT cameras, SteadyShot INSIDE cuts the effects of camera shake by up to 4.0 stops for clearer handheld images with any A-mount lens.
The new α37 camera also features Superior Auto Mode, which intelligently recognizes a wide range of scenes and subjects and adjusts settings automatically.
New A-Mount 18-135mm Telephoto Zoom Lens and Accessories
A versatile match for the α37 and other Sony A-mount camera bodies, the new SAL18135 18-135mm F3.5-5.6 telephoto zoom offers a generous 8x (approx.) zoom range in a compact, go-anywhere lens that’s great for travel, street photography and everyday shooting. The lens features a SAM design that assures smooth, rapid, whisper-quiet autofocus operation and Direct Manual Focus for accurate fine-tuning of focus. This sharp telephoto zoom lens will also be offered as a kit lens with select Sony A-mount camera bodies.
New accessories include the PCK-LM11 semi-hard screen protector sheet, exclusively designed for a perfect fit with the LCD screen on the α37 camera.
Pricing and Availability
The new α37 digital camera will be available this June with an 18-55mm kit zoom lens (model SAL1855B) for about $600. The new SAL18135 telephoto zoom lens will be available as a stand-alone product this July for about $550, and will be offered as a kit lens with Sony A-mount cameras beginning this August at the below approximate prices:
- α57 camera kit with 18-135mm lens: $1,000
- α65 camera kit with 18-135mm lens: $1,200
- α77 camera kit with 18-135mm lens: $1,800
The camera kits, new lens and variety of accessories will be available at Sony retail stores (store.sony.ca) and other authorized dealers nationwide.
