April 1, 1996

SAN CARLOS, CA --The PhotoCAD Corp. today announced the world's first copyright and royalty free (RF) camera system designed exclusively for royalty free photographic imaging. The PhotoCAD­AVR is a camera modification package that can be added to a variety of existing camera systems, allowing for the capture and recording of royalty free photographic imagery.

The PhotoCAD­AVR is installed at the film plane of most cameras, replacing either the film, digital array or other recording media, and provides what amounts to a blank canvas upon which photographers can build an image.

Dr. Whit Lesmann, president of PhotoCAD Corp., explained that PhotoCAD started development of the AVR (Advanced Virtual Rendering) technology in the Sixties. "Most of us who were around in the sixties," said Lesmann, "remember the huge commercial success that the Beatles had with their so-called 'white album', which was devoid of art on its cover excepting for a blank field of white." At the time, such an image needed to be painstakingly crafted by hand, since today's common blank-field (BF) technologies did not yet exist.

"We took that blank-field concept to heart," he said, "and realized that an automated version could be a lucrative commercial application. So we dedicated significant research and development money in anticipation of the demand that has finally surfaced today."

Indeed, the development of the PhotoCAD­AVR system has taken close to 25 years. "We made a long-term commitment to this techology," said Lesmann, "but with the recent profusion of Royalty Free image publishing, we have finally found a viable commercial market for this product. Photographers everywhere, both professionals and hobbyists, can use the PhotoCAD­AVR with their existing camera systems, to create the quality of photographic imagery in such apparent demand by RF photo buyers today."

Although the PhotoCAD­AVR technology is just being made available to the public, it has been the subject of extensive field testing over the last 10 years by the entire photo staff of the Wall Street Journal. In fact, since 1991, every editorial photograph published by the Journal has been created using PhotoCAD­AVR.


PhotoCAD­AVR is currently available to fit most 35mm, medium and large format camera systems, and has a suggested retail price (SRP) of $379.95 for 35mm, $429.95 for medium format, $499.95 for 4"x5" and $599.95 for 8"x10" cameras. It is expected to be available for motion picture and video applications by the end of the year. Dealer inquiries are welcome.

For more information, contact Sandy Haird at (415) 592-5277 x 125.


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