Totowa, NJ (November 5, 2008) – The ever-growing selection of digital video and cinematography camera formats has made business more complex for DPs and camera operators. With the abundance of choices in cameras and lenses, cinematographers and videographers can be more experimental and creative in their work. But the range of choices and array of specifications can be overwhelming when a rental or purchase decision has to be made.

To help ease the decision-making process, Alternative Rentals of Los Angeles, CA focuses on, and specializes in digital cinema gear and in assisting professionals to select the best equipment for their projects. Offering a best in class solution, their selection of large format lenses has recently been enhanced with the addition of the new PL-mount Optimo DP (Digital Production) Rouge lenses, models DP 30-80 and the DP 16-42, from Thales Angenieux.

“We are excited about adding the Optimo DP Rouge line to our current inventory of Angenieux Optimo and other zoom lenses,” said Cory Williams, President and CEO of Alternative Rentals. “The Optimo DP Rouge lenses have been optimized for the new generation of large format digital cinematography cameras. We believe these lenses will become a staple for future PL mount digital cameras and we are pleased to be the first rental house in the industry to carry them.”

Alternative Rentals is the largest all-digital camera house in West Los Angeles and caters to the feature film, television and commercial industries by specializing in providing cine-style high definition cameras, lenses and accessories. They offer 24 hour tech support, with qualified rental agents and technicians as well as audio and post production rentals and a 4K full-sized theater where clients can view test footage or screen dailies.

According to Mr. Williams, digital cinema has always been the focus of Alternative Rentals, and in the past year the company has made a major investment in Red One cameras. To complement these PL-mount cameras, Mr. Williams noted that the Thales Angenieux lenses were chosen because of their great quality and high performance.

He said, “The Optimo DP Rouge lenses were selected for their versatility and high quality. They offer no ramping and no breathing, along with light weight and compact size. As we are a camera house that specializes in Digital Cinema, the Optimo DP Rouge Lenses will become integral to our business of supplying cinematographers with superior optics.”

Known for having the best zoom optics available, Angenieux has engineered their new Optimo DP Series to offer superior functionality and ergonomics. The Optimo DP 30-80 features a focal length of 30-80mm (2.7x zoom), a fast aperture of T:2.8, calibrated focus marks and no ramping or breathing. The PL-mount lens delivers the image coverage of full S35 (31.1mm diagonal) in a lightweight and compact design, weighing only 4.2 pounds (1.9 kg). The Optimo DP 16-42 differs only in the focal length (16-42mm / 2.6x zoom) and both lenses feature Angenieux’s unique mechanical design for precise zoom and focus.

In addition to the known quality and performance of the Angenieux lenses, Mr. Williams notes that the attractive price of the Optimo DP lenses contributed in their favor. He also liked the fact that Angenieux has offered two different lenses in the series and said, “While we expect the Optimo DP 30-80 to be the workhorse because it fits the most common usage requirements, the DP 16-42 also fills a gap and provides the DP with an additional choice or avenue for creativity.”

Alternative Rentals can be reached at:

5805 West Jefferson Blvd.
Los Angeles, CA 90016
Telephone (310) 204-3388
web. www.alternativerentals.com

For more information on Thales Angenieux in the U.S., call 973-812-3858, fax 973-812-9050, e-mail [email protected] or visit www.angenieux.com.

Thales Angenieux offers a full complement of high precision lenses for a wide range of broadcast and video production applications, including: Optimo Series Lenses for the most demanding HDTV and 35mm production applications; High Definition (HD) Series cine-style, wide angle and studio lenses; High Resolution (HR) Series wide angle and all-purpose ENG lenses including economically priced HD-e series; Studio and Sports/Outside Broadcast (OB) lenses.