Samsung Camera Launches the Maxima 'Elite' Line of Fully Automatic 35mm Lens Shutter Cameras at PMA.

Business Editors/Hi Tech Writers

PMA 2001

Booth No. 3125

SECAUCUS, N.J.--(BUSINESS WIRE)--Feb. 12, 2001

With Joe Montana as Spokesman, Samsung Recommits Itself to 35mm Market and Offers Exceptional 'Double' Two-Year Warranty on Parts and

Labor on New Line!

Samsung Opto-Electronics America, Inc. (Samsung Camera), announced today the launch of three new Maxima Elite fully automatic 35mm lens shutter cameras. The cameras were introduced at the Photo Marketing Association (PMA) Show that opened at the Orange County Convention Center in Orlando, Florida today.

The new Maxima Elite line incorporates unique cosmetics, advanced ergonomics and an advanced power zoom that is extremely quiet. In addition, the power zoom button and jog dial on the cameras are very easy to use. According to Ken Gerb, Senior Vice President of National Sales for Samsung Camera, the Elite line also incorporates the SHD lens, which is the best lens ever developed by Samsung.

"We are so confident in the quality and reliability of the Elite line that we are recommiting ourselves to the success of the 35mm category by including an exceptional 'double warranty' covering two years on parts and labor," Gerb said.

"We will continue to capitalize on the fame and strength of the character of our spokesperson, legendary football great Joe Montana," said Michael Strange, Samsung Camera's Director of Marketing. "Since Joe was signed last year, his enormous recognition and popularity has kept Samsung Camera's 'Can't Miss' theme in the forefront of the 35mm camera-buying public. We will continue this momentum well into 2001 and beyond as we launch this Elite line as well as other outstanding 35mm cameras," Strange added.

Maxima Elite 120QD, $299.99 suggested retail, is a fully automatic 35mm lens shutter camera with a built-in 38 -- 120mm Samsung SHD lens, f4.5 -- 13.1. It features active autofocusing with focus lock and a focusing range of Wide (38mm): 0.80m -- infinity (2.6 ft. -- infinity) and Tele (120mm): 0.86 -- infinity (2.8 ft. -- infinity).

Other features of the camera include: built-in electronic flash with auto, red-eye reduction, flash-off and fill-in flash modes; programmed electronic shutter, automatic loading, advance, rewinding and mid-roll rewinding. In addition, the Maxima Elite 120 quartz date model has five date/time imprinting modes.

The camera measures 4.3 x 2.5 x 1.7 inches and weighs 7.2 ounces and operates on one 3V CR2 lithium battery.

Maxima Elite 140QD, $339.99 suggested retail, is a fully automatic 35mm lens shutter camera with a built-in 38 -- 140mm Samsung SHD lens, f4.2 -- 12.5. It features active infrared autofocusing with focus lock and a focusing range of Wide (38mm): 0.84m -- infinity (2.8 ft. -- infinity) and Tele (140mm): 0.98 -- infinity (3.2 ft. -- infinity).

Other features of the camera include: built-in electronic flash with auto, red-eye reduction, flash-off and fill-in flash modes; programmed electronic shutter, automatic loading, advance, rewinding and mid-roll rewinding. In addition, the Maxima Elite 140 quartz date model has five date/time imprinting modes.

The camera measures 4.6 x 2.7 x 1.7 inches and weighs 7.6 ounces and operates on one 3V CR123A or DL123A lithium battery.

Maxima Elite 170QD, $469.99 suggested retail, is a fully automatic 35mm lens shutter camera with a built-in 38-170 Samsung SHD lens, f4.7 -- 13.5. It features passive multi autofocusing with focus lock and a focusing range of Wide (38mm): 0.6m -- infinity (2.0 ft. -- infinity) and Tele (170mm): 0.9 -- infinity (3.0 ft. -- infinity).

Other features of the camera include: built-in electronic zoom flash with auto back-light control, red-eye reduction, flash-off and fill-in flash, slow shutter synchro, Bulb; programmed electronic shutter, automatic loading, advance, rewinding and mid-roll rewinding. In addition, the Maxima Elite 170 quartz date model has five date/time imprinting modes.

The camera measures 4.6 x 2.6 x 2.0 inches and weighs 8.8 ounces.

Addressing camera retailers, Gerb said that Samsung now offers three different lines of quality, value-priced cameras for dealers to select from, including the Maxima, Maxima Elite and Evoca line. "The broad scope and appeal of these products, coupled with our Digimax line of digital cameras and our full line of binoculars, will enable Samsung to remain one of the most sought after brands in the industry throughout 2001 and beyond," Gerb concluded.

Samsung Opto-Electronics America, Inc., Secaucus, N.J., is the U.S. subsidiary of Samsung Co., Ltd., Seoul, Korea, the world's 11th largest company. Samsung Opto-Electronics markets a full line of auto focus, zoom and digital cameras for the amateur photographer as well as the professional under the Samsung brand name. CCTV monitors and lenses, motorized zoom lenses, binoculars, observation and security systems, and video presenters are other products in the Samsung family of photographic and optical equipment.