Sony Bolsters Alpha Line with α35 Powered by Translucent Mirror Technology

Interchangeable-Lens Cameras

San Diego, CA—Light, compact and designed for ease of use, Sony’s α35 (SLT-A35) interchangeable-lens camera brings pro-style shooting speeds and creative options to photographers of all abilities.

Building on the α33 and α55 models with Sony’s Translucent Mirror technology, the company says the a35 allows “responsive, accurate continuous autofocus”—whether shooting high-speed still photos or recording Full HD movies in AVCHD format—utilizing its 16.2 megapixel Exmor APS HD CMOS sensor and Bionz processor.

“Our Translucent Mirror technology continues to push the limits of modern DSLR technology,” said Kristen Elder, director of the alpha digital imaging business at Sony Electronics. “The new α35 camera combines this unique innovation with a newly developed APS HD CMOS sensor and a diverse, user-friendly interface, making it a compelling choice for experienced photographers and first-time SLR buyers alike.

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

Making its debut on the α35, tele-zoom high-speed shooting magnifies a central portion of the image, providing a 1.4x magnification while shooting at 7 frames per sec. Providing continuous tracking autofocus of still or moving objects, this feature is ideal for capturing fast-moving sports, children’s expressions or distant subjects with a high-speed burst of frames. There’s also a 5.5-fps drive mode that offers full-resolution continuous shooting with tracking AF.

Key features include a maximum sensitivity of ISO 12,800 and extension to ISO 25.600; quick-AF live view that continuously displays real-time output during still or video shooting; a 3.0-inch Xtra Fine LCD; Sony’s TruBlack technology for high-contrast images with rich blacks; and a high-res 100 percent field coverage Tru-Finder display with three selectable grid line patterns to offer an alternative to composing on the LCD.

The α35 offers a new in-camera “picture effect” setting that lets users add impact to stills or video during shooting. Effects can be previewed on the camera screen, so photographers can see the result of an effect instantly rather than post-shooting. Effects include retro photo, high-key, toy camera and posterization, as well as partial color effects where a single color is highlighted against the rest of the image in monochrome.

The camera is compatible with 32 A-mount interchangeable lenses, including six Carl Zeiss lenses, and Alpha accessories, such as flashes, cases and LCD monitors. It also supports SD and Memory Stick media up to 32-gigabyte capacities.

Sony’s α35 camera will be available August with an 18-55mm kit zoom lens for $700, or body only for $600. sony.com