Alexa digital camera favored by Hollywood

"It's a no brainer. The workflow to go with the camera is there and in place, and it works," cinematographer David Stump, co-chair of the ASC Technology Committee's camera subcommittee, said of the Alexa. He added that ARRI is a highly trusted name in professional cameras.

Alexa also is having impact on the current TV season. It is in use on "NCIS: Los Angeles," "Lie to Me," "Brothers & Sisters," "No Ordinary Family" and the upcoming "Luck and Chicago Code."

In some cases, shows began with the Alexa; in others, production switched to the Alexa as the camera became available.

It's too early to know the full level of impact that the Alexa will have on the digital cinematography camera market, where additional brands include Sony - the dominant digital camera maker being used for series TV this season - as well as Panasonic, Panavision, Red and Canon.

Stump observed that cinematographers who are moving toward Alexa seem to be "moving upward from Red or sideways from tape-based cameras like Genesis (from Panavision)."

ARRI's Kennel declined comment on the competitors.

Of ARRI's strategy, he said: "Our focus was on providing the highest image quality and also a camera that is rugged, reliable and easy to use."

He added that it offers film-comparable traits, including 14 stops of dynamic range, "which puts it head to head with the best film stocks." Alexa lists for $75,000.

On the market for film, Kennel said: "We see the market shifting rapidly to digital, probably faster than anticipated. We aren't selling many film cameras these days; we are selling digital cameras."