GOLDEN, CO. September 8, 2010…PENTAX Imaging Systems Division has announced a new digital SLR line with color accents that allow owners to choose one that matches their personal style. The colorful PENTAX K-r DSLR camera offers advanced yet simple to use features at an attractive price.

The compact, lightweight PENTAX K-r is easy to use with Auto Picture, Scene, and Custom Image Processing modes that take the guesswork out of shooting stunning images while still offering a high degree of manual and priority control. The K-r offers a variety of new and improved features including a fast framerate, high ISO sensitivity, responsive autofocus, an improved 12.4 megapixel low-noise sensor and widescreen HD video capture that take it a step above an entry-level DSLR camera.

Key features of the PENTAX K-r that are new or have been improved upon from the most recent entry to mid-level PENTAX DSLR models include: Three stylish color choices include traditional black, the new classic white, and PENTAX red reflect any owner's personal style. Large 3 inch LCD with 921,000 dots of resolution. Faster high speed 6 FPS framerate that captures 25 images in a single sequence. A maximum 1/6000 second shutter speed. Viewfinder focus point indicator. Improved in-camera HDR image capture including a Night Scene HDR mode. High sensitivity 100-25600 ISO range with improved noise performance from the new 12.4 megapixel CMOS sensor. Versatile dual-power-source design, which offers the choice of either a rechargeable lithium-ion battery or four AA-size battery power (using optional AA Battery Holder D-BH109). Infrared data transfer compatible with the IrSimple™ high-speed infrared data transmission system for wireless data transfer to the web or other IrSimple-compatible devices (includes a match-game between two PENTAX K-r's).

Other important features of the new K-r models include: Widescreen 720p HD video at 25 FPS. PENTAX-original Shake Reduction mechanism for sharp, blur-free images that works with every PENTAX lens ever made Dust Removal mechanism, to shake dust off the CMOS image sensor.

Highly responsive and accurate 11 point SAFOX IX autofocus system with dedicated AF assist lamp. Wide range of in-camera image processing and special effects filters.

With a highly portable, compact and lightweight body in a choice of colors, the K-r holds appeal for busy parents, family memory-keepers, travelers and anyone who reflects personal style in all their pursuits including their journey into photography or videography as a skill or hobby. The PENTAX K-r digital SLR will ship in October 2010 for as follows:

K-r Body Kit
$799.95 USD
K-r Lens Kit w 18-55
$849.95 USD
K-r Double Lens Kit w 18-55, 50-200
$899.95 USD
K-r Double Lens Kit w 18-55, 55-300
$999.95 USD

PENTAX also announced the smc PENTAX DA 35mm F2.4 AL, standard lens designed exclusively for use with PENTAX digital SLR cameras. This new lens is versatile enough to be used with a wide range of subjects and applications for high-resolution images with edge-to-edge sharpness.

It is a perfect choice for digital SLR beginners to familiarize themselves with the basics of using interchangeable lenses.

The PENTAX DA 35mm F2.4 AL lens also will ship in October for $219.95 USD.

PENTAX Imaging Company is an innovative leader in the production of a variety of digital cameras including weather resistant digital SLRs and stylish, compact, waterproof cameras, as well as lenses, flash units, binoculars, scopes, and eyepieces. For over 90 years, PENTAX has developed durable, reliable products that meet the needs of consumers and businesses. With headquarters in Golden, Colorado, PENTAX Imaging Company is a division of PENTAX of America, Inc.

# # #

PENTAX K-r FACT SHEET

High-quality, true-to-life image reproduction
The K-r incorporates a new generation CMOS image sensor with 12 megapixels and the high-performance PRIME (PENTAX Real Image Engine) II imaging engine for accurate and high-speed data processing equal to that of upper-level PENTAX digital SLR models for high-quality images.

The camera also offers a wide sensitivity range between ISO 200 and ISO 12800 that may be expanded from ISO 100 to ISO 25600 via a custom function.

Compact, lightweight body
Even with the 23.6mm x 15.8mm image sensor, the K-r features a compact, lightweight, stainless-steel chassis with in-body Shake Reduction in a space-efficient design.

High-speed continuous shooting at approximately six images per second
The K-r's high-speed continuous shooting mode records as many as 25 images (in JPEG recording format) in a single sequence at a maximum speed of approximately six images per second (fastest of all entry-class models) for sharp, crisp images of fast-moving subjects.

High-precision AF system
The K-r's high-precision, wide-frame SAFOX IX autofocus system features 11 sensor points (with nine cross-type sensors positioned in the middle) for pinpoint focus on the subject. The K-r is also equipped with a spotbeam projector to assist the AF system in poorly lit locations. Accuracy and speed of contrast AF operation during Live View shooting is enhanced with a new-generation image sensor and drastic upgrading of AF algorithms.

Bright, clear optical viewfinder
The PENTAX-original finder optics and the renowned Natural-Bright-Matte focusing screen ensure the K-r's viewfinder offers a bright, clear subject image at 0.85X magnification and with a 96% field of view. The viewfinder offers excellent visibility even in bright outdoor locations and provides delay-free, real-time display of the subject's image. This is helpful when shutter release timing is critical such as in sports photography. The in-focus point is indicated as a red point in the viewfinder for at-a-glance confirmation.

Large, easy-to-view 3 inch LCD monitor with wide-view design and approximately 921,000 dots
The K-r features a large, high-resolution color LCD monitor with approximately 921,000 dots and its wide-view design assures a clear view of the monitor image from approximately 170 degrees horizontally and vertically, making it particularly useful in low- and high-angle applications during Live View shooting.

Versatile dual-power-source design
In addition to the rechargeable lithium-ion battery, which allows the photographer to capture approximately 560 images with a single recharge,* the K-r can also be powered by four AA-size batteries using optional AA Battery Holder D-BH109.
* Based on the PENTAX in-house testing conditions conforming to the CIPA standards, using a rechargeable D-LI109 Lithium-Ion Battery.

PENTAX-original Shake Reduction mechanism for sharp, blur-free images
The K-r features the PENTAX-developed SR (Shake Reduction) mechanism, which effectively compensates the adverse effect of camera shake by up to approximately four shutter steps. This innovative mechanism extends its benefits to almost all PENTAX interchangeable lenses — even those designed for film-format cameras.* The K-r produces sharp, blur-free images even under demanding conditions prone to camera shake, such as when using a telephoto lens, shooting in the dark without flash illumination, and shooting sunsets.
* Lenses compatible with this mechanism: PENTAX K-, KA-, KAF-, KAF2- and KAF3-mount lenses; screw-mounted lenses (with an adapter); and 645- and 67-system lenses (with an adapter). Some functions may not be available with certain lenses.

Innovative image-processing functions to produce distinctive photographic expressions

1. Custom Image function for distinctive finishing touches The K-r features the Custom Image function to allow users to select a desired finishing touch for a particular image with a choice of nine custom image modes including Bleach Bypass, which is designed to create a dramatic visual effect used in motion pictures.

2. Versatile Digital Filter function The K-r's Digital Filter function allows users to process recorded images in a variety of creative ways and produce highly creative visual expressions — without a computer. Users may choose from 18 filters, including a new Starburst, Sketch and Posterization and may now apply filter upon filter, one after another, to an image for more creative results.

3. Cross Process mode with three options The K-r features the unique Cross Process mode that automatically shifts photographic parameters for each exposure to create eye-catching images with dramatic colors (as with photographs treated with the cross process* in film photography). In addition to "Random", where the results are unpredictable until the image has been processed, users now have two new options: "Preset" with three different sets of preset parameters; and "Favorite" with user-input parameters. *A film development technique that uses unconventional film development to create a distinctive finish with dramatic, stylized colors.

4. Improved High Dynamic Range function The K-r features the High Dynamic Range function to create one composite image with an extra-wide gradation range from three images with different exposures without a computer. Users may choose from Auto, Standard and Expanded (at three levels) modes to accommodate different creative intentions.
   An Auto Align function allows use even with handheld shooting.

High-speed infrared data transmission system
The K-r is the first PENTAX digital SLR camera equipped with the IrSimple™ high-speed infrared data transmission system, which allows users to transfer image data to IrSimple-compatible digital devices and post their K-r images on the web via a cellular phone. This also allows users to exchange image data between two K-r cameras and play a simple match game using image Exif data (such as aperture or shutter-speed values) to judge images and offer techniques and suggestions for better images.

High-quality, HDTV-proportion movie recording at 1280 x 720 pixels and at 25 frames per second
The K-r provides a movie-recording function,* which captures beautiful, true-to-life movie clips in 16:9 high-definition TV proportions (1280 x 720 pixels) at a frame rate of 25 frames per second. This extends many benefits of high-quality SLR photography to the world of movie shooting: For example, users may reduce the depth of field to make a subject stand out, or use different interchangeable lenses to create distinctive visual effects. The K-r also assures a greater possibility of visual presentation in movies — either through the application of digital filters, such as Toy Camera and Retro, to add specific visual effects during shooting, or through the use of various movie-editing functions after shooting.
*When the PENTAX K-r's AV output terminal is used, movie clips are output at normal resolution. The data must be transferred to a PC for the playback of movie clips at high-definition TV proportions (1280 x 720 pixels).

Additional Features:

• User-friendly layout of essential control buttons and levers, all positioned on the camera's grip side for quick, effortless access by the photographer's right hand.

• Auto Picture mode, for effortless, automatic selection of the most appropriate shooting mode, even during Live View shooting.

• Versatile white balance control, featuring a new CTE mode designed to emphasize the dominant color components of the captured images which works best with scenes such as sunset.

• Automatic compensation of distortion and lateral chromatic aberration (available only with DA-,DFA- and FA Limited-series lenses).

• PENTAX Digital Camera Utility 4 software package, with RAW-data processing and browser applications.

PENTAX, K-r and smc PENTAX are trademarks of HOYA CORPORATION.
PENTAX Digital Camera Utility and SDM are trademarks of HOYA CORPORATION.
HDMI, the HDMI Logo and High-Definition Multimedia Interface are trademarks or registered trademarks of HDMI Licensing LLC.
IrSimple™ and IrSS™ Trademarks are owned by the Infrared Data Association®.
All other brands or product names are trademarks or registered trademarks of their respective companies.
Designs and specifications are subjects to change without notice.

smc PENTAX DA35 mm F2.4 AL FACT SHEET

Versatile, easy-to-use standard lens
Mounted on a PENTAX digital SLR camera body, this standard lens offers an angle of view equivalent to a 53.5mm lens in the 35mm format for a natural, comfortable perspective similar to the naked eye for a variety of subjects and applications, including snapshots, landscape and portrait.

High-quality image description
Incorporating a hybrid aspherical optical element in its optics, this lens delivers high-quality images with enhanced sharpness and contrast, from minimum focusing distance to infinity, and assures exceptional image-resolving power with outstanding brightness levels even at the edges (even at an open aperture) while effectively compensating various aberrations to a minimum. It is treated with the PENTAX-original Ghostless Coating to minimize the adverse effects of flare and ghost images, assuring true-to-life images even under demanding conditions such as harsh backlighting.

Large maximum aperture
With a maximum aperture of F2.4, this lens offers a bright, clear viewfinder image and allows the photographer to use faster shutter speeds under poor lighting conditions to minimize the risk of camera shake and subject shake.

Compact, lightweight design
The compact, lightweight design makes it highly maneuverable in various shooting conditions and easy to carry anywhere

Additional features:

• High-performance optics designed exclusively for PENTAX digital SLR cameras and optimized for the characteristics of digital images

• Minimum focusing distance of 0.3 meters

• PENTAX-original SP (Super Protect) Coating applied to the front surface to repel dust, water and grease

PENTAX and smc PENTAX are trademarks of HOYA CORPORATION. Design and Specifications is subject to change without notice.