Press Releases

Sony Announces Alpha SLT-A35

Sony Alpha SLT-A35

Sony Alpha SLT-A35

Sony Introduces α35 DSLR Camera with Class-Leading Video and Still Performance Powered by Translucent Mirror Technology

Light, Compact Camera Delivers 16.2 Megapixels and New In-camera ‘Picture Effect’ Creative Capabilities

TORONTO, June 8, 2011 — Light, compact and easy to use, Sony’s new α35 (SLT-A35) interchangeable lens camera brings pro-style shooting speeds and diverse creative options to photographers of all abilities.

Building on the acclaimed α33 and α55 models, the α35 camera with Sony’s Translucent Mirror Technology allows responsive, accurate continuous autofocus – whether shooting high-speed still photos at 7 frames-per-second or recording full HD movies.

“Our Translucent Mirror Technology continues to push the limits of modern DSLR technology,” said David Oyagi, Marketing Manager of α Interchangeable Lens Cameras at Sony of Canada. “The new α35 camera combines this unique innovation with a newly developed APS HD CMOS sensor and a user-friendly interface, making it a compelling choice for experienced photographers and first-time SLR buyers alike.”

Sony Alpha SLT-A35

Sony Alpha SLT-A35

He added, “Amateur photographers will appreciate the on-screen Help Guide, which gives a clear explanation of selected functions and how they’re used. More advanced photographers will welcome features such as a top panel-mounted button that is fully customizable, allowing instant recall of any of 14 frequently-used functions.”

Premium, High-Speed Performance
Making its debut on the α35 camera, Tele-zoom High Speed Shooting magnifies a central portion of the image area providing an effective 1.4x magnification (approx.) while shooting at up to 7 fps. Providing continuous tracking autofocus of still or moving objects, this feature is ideal for capturing fast-moving sports, children’s expressions at just the right moment or distant subjects with a high-speed burst of frames. There’s also a rapid 5.5 fps drive mode that offers full-resolution continuous shooting with tracking AF.

With a resolution of 16.2 effective megapixels, the Exmor™ APS HD CMOS sensor delivers stunningly detailed, low-noise still and HD video images.

Complementing the sensor’s extremely high resolution and sensitivity, the camera’s powerful BIONZ processor optimizes image data to assure flawless images with rich, natural colour reproduction. A maximum sensitivity of ISO 12800 and extension to ISO 25600 makes it possible to capture beautifully natural still images and HD video in low light more effortlessly than competitive cameras.

Advanced Quick AF Live View continuously displays real-time output from the main image sensor during still or Full HD video shooting. Light is partially directed from the translucent mirror to an AF sensor to permit non-stop precision TTL phase-detection autofocus – a benefit not possible with traditional DSLR cameras.

Sony Alpha SLT-A35 Back View

Sony Alpha SLT-A35 Back View

Shooting stills or AVCHD video, users can enjoy a superbly detailed view on the high-quality 3-inch Xtra Fine LCD. Sony’s TruBlack technology assures high-contrast images with rich, deep blacks – even when shooting outdoors.

The high-resolution Tru-Finder offers a precision alternative to framing shots on the camera’s LCD. Offering an extremely detailed, high contrast image with full 100% field coverage, it’s ideal for live preview of picture effects and exposure adjustments. Accurate composition of landscapes, architecture and other scenes is enhanced by 3 selectable grid line patterns.

Creative New “Picture Effects”
The α35 model offers a new in-camera ‘Picture Effect’ setting that lets users add extra impact to stills or Full HD video during shooting, without the worry of editing images afterwards. Effects can be previewed on the camera screen, allowing photographers to see the result of a chosen effect instantly rather than post-shooting. The inspiring palette of artistic treatments includes Retro Photo, High-key, Toy Camera and Posterization.

It’s also easy to produce dramatic Partial Colour effects, with a single colour highlighted against the rest of the image in monochrome. This popular effect is normally achieved through a series of painstaking steps using photo editing software. With the new α35 camera it’s both automatic and instant.

Improved Battery Life and Compatible α Accessories
Refinements in power consumption boost the camera’s battery life to a generous 440 still shots (approx. when using the rear LCD panel) between battery charges – a 30 percent increase over its predecessor.

The α35 model is compatible with the full range of 32 A-mount interchangeable lenses from Sony that includes six Carl Zeiss lenses, as well as the full suite of alpha accessories including flashes, carrying cases, LCD monitors and more.

The new camera is also compatible with Sony’s full line of SD memory cards, including the newest Class 10 versions, as well as the Memory Stick PRO-HG Duo HX series. Available in capacities up to 32 GB, both media enable higher read speeds for more stable and optimal performance by Sony hardware features such as high-speed burst shooting or HD movie shooting.

Sony Alpha SLT-A35 Top View

Sony Alpha SLT-A35 Top View

Firmware Upgrade for A33 / A55 Models
Available beginning June 20th, a firmware upgrade for existing α33 and α55 cameras adds several creative and operational enhancements. Support for the ‘Picture Effect’ function featured on the new α35 model is now offered. High-Speed Synch is supported during wireless operation with a compatible external flash. Ergonomics are further improved with revised menus and a new mode that lets users switch shooting parameters overlaid on-screen for clear, uncluttered composition. The a33/a55’s Digital Level Gauge can also be displayed when shooting via the optional CLM-V55 external LCD monitor. Frequently used features can now be custom-assigned to the D-RANGE button for rapid, menu-free access.

The upgrade can be downloaded from: < >

Pricing and Availability
The new α35 interchangeable lens camera will be available this August with an 18-55mm kit zoom lens (model SAL1855) for about CAD $750. The camera kit package (model SLT-A35K) will be sold at Sony retail stores ( and other authorized dealers nationwide.

US Pricing and Availability
The new α35 interchangeable lens camera will be available this August with an 18-55mm kit zoom lens (model SEL1855) for about US $700. It will also be offered as a body-only (without kit lens) for about US $600.

Both the camera kit package (model SLT-A35K) and body-only (model SLT-A35) will be sold at Sony retail stores ( and other authorized dealers nationwide.

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