2008 PMA Final Report

Introduction
The annual PMA camera and photography tradeshow was held in Las Vegas again this year. Since 2000, the first year I went, it’s gone back and forth between Orlando, Florida and Las Vegas, Nevada. Most camera companies and PR firms have their headquarters in New York and New Jersey. So PMA is an excuse to go somewhere warm as well as show off new products to their dealers and the press. Orlando is for taking the kids and family to Disney World. And Vegas is for grownup fun.

It’s always hard to summarize PMA and it takes a while to really digest all the new camera gear and process what I’ve seen. As far as big announcements and innovative technology go, it wasn’t the most exciting PMA ever. If I have to sum it up in a sentence, PMA this year was about digital camera refinement. The most exciting news and product at the show was Sony’s unnamed future pro digital SLR. If there was a winner, it was Sony. Of course, there were lots of other products to help you take and enjoy better photos. Read on to learn more about the most interesting and important new digital cameras and photo accessories at PMA 2008.

Sony Wins The Show
One day before PMA started, Sony announced their new Alpha A300 and A350 digital SLRs. And in a surprise move, they also announced a full-frame 24.81-megapixel digital SLR sensor. That sensor would be a big deal for any digital camera maker. But for a company that’s only in their second year of selling digital SLRs, it’s major statement about their intentions to be a player at the highest level. After the sensor announcement I assumed they’d announce make a pro digital SLR with the new sensor at the semi-annual Photokina tradeshow this coming fall. But they went big and announced the yet-to-be-named pro DSLR in a press conference right before the show opened. They also had a model of the upcoming camera behind glass, and the Super Steady Shot-equipped full-frame sensor assembly to be used in the new camera. I don’t think anyone has any doubts now about Sony’s intentions or ability to compete in the digital SLR market.

A Short Article on Sony’s 2008 PMA Announcements >>
Video of the new Sony DSLR-A350 Digital SLR >>

New Digital SLRs
Besides the Sony’s new Alpha DSLR announcements, the most interesting development in digital SLRs was Nikon and Canon adding image stabilization to their entry-level cameras. No – they didn’t add in-camera image stabilization like Pentax, Olympus, and Sony. But due to what I can only see as pressure from those makers, Canon and Nikon are both offering image-stabilized kit lenses with their new DSLRs, the EOS Rebel XSi and D60, respectively. The image-stabilized kit lenses indicate that competition for entry-level DSLR customers has pressured Nikon and Canon into competing on the same playing field as underdogs, Pentax, Sony, and Olympus. And new camera buyers are the winners. Anyone who buys a new entry-level DSLR in 2008 will be rewarded with sharper photos in a wider range of conditions. *

Nikon D60 Press Release >>
Nikon D60 Video >>
Canon EOS Rebel XSi / 450D Press Release >>
Canon EOS Rebel XSi Article >>

Live view is now also close to a standard feature on digital SLRs. The Nikon D60 and Canon EOS Rebel XSi both have it. Sony’s new DSLR-A350 has what they’re calling “Quick AF Live View”. They developed a new mirror assembly so that allows fully active auto focus with Live View activated. There are a few Live View holdouts, but I expect that by the end of 2008 there won’t be a digital camera without it.

Tools like Nikon’s D-Lighting are finding their way into entry-level DSLRs. Canon now offers a similar in-camera processing feature called, Auto Lighting Optimizer, and Sony’s D-Range Optimizer has been available since they introduced the A100. The new Pentax K20D and K200D have an Expanded Dynamic Range function to help photographers capture more shadow and highlight detail. More advanced photographers likely won’t be as interested in these features. But they make a lot of sense as more point-and-shoot photographers make the move from compact digital cameras to digital SLRs. These features offer real in-camera image quality improvements for photographers who aren’t well versed in RAW conversion and post-processing software.

Also interesting in digital SLR news is the public collaboration between Samsung and Pentax. The Pentax K20D and Samsung GX-20 digital SLRs share a new 14.6-megapixel CMOS sensor manufactured by Samsung. Samsung supplies the sensor and Pentax provides the lens mount and extensive camera design experience. Samsung is getting more serious about digital cameras and their marketing guys were anxious to tell us that the new GX-20 DSLR is less Pentax than the GX-10 was. They also had a press conference at the show where they announced a restructuring of their consumer electronics business that will mean more money, resources, and marketing for digital cameras.

Larry Chen’s Samsung GX-20 / Pentax K20D Comparison >>
Samsung GX-20 DSLR Press Release >>
Pentax K20D DSLR Press Release >>

*The one exception is the Olympus E-410, which does not have image stabilization.

New SLR Lenses
A lot of new SLR lenses were introduced at the show, including a whole slough of image-stabilized glass. Sigma has added new image stabilized OS (Optical Stabilizer) lenses and Tamron is also offering new image-stabilized lenses. Some notable new lenses are Nikon’s PC-E NIKKOR 24MM F/3.5D ED tilt/shift lens, Canon’s EF 800mm f/5.6L IS USM, and Sony’s new Carl Zeiss 24-70mm f/2.8 ZA lens. The new Tokina AT-X 116 PRO DX 11-16mm zoom lens is the first super-wide lens for APS-C digital SLRs with a continuous f/2.8 aperture.

It’s also worth mentioning Nikon and Canon’s new image-stabilized kit lenses again. Image-stabilized kit lenses are a huge win for photographers buying their first digital SLR. Image stabilization means more usable photos and better image quality for everyone – but especially for beginning photographers.

New Compact Digital Cameras & Trends
The hottest trends for compact digital cameras are colored bodies, wider lenses, and Smile Priority shooting. A myriad of new body colors is the most obvious change. We actually started to see a lot of colored cameras last year. But walking the show floor this year, colorful point-and-shoots were everywhere. They’re no longer an interesting option – they’re obligatory. And every digital camera manufacturer is offering a whole rainbow of color options for most of their compact digital camera lines. The exceptions are high-end, full-featured cameras like Canon’s PowerShot G9, the Nikon Coolpix P60, and superzooms. Those cameras still only come in serious silver and tough guy black.

A new variation on Face Detection technology is making an appearance in many new compacts. Smile Detection (or Smile Priority or Smile Shutter – depending on the manufacturer) shooting modes identify when your subject smiles and won’t take the picture until that moment. Like Face Detection, this may seem kind of trite and gimmicky – until you try it. It works very well and for photographers who find they often miss the moment, it will be a godsend. Sony adds an in-camera feature that can actually add a smile – just in case you’ve got a really pouty subject.

Video Demo of Nikon’s Smile Detection In Action >>

I’ve been waiting a long time for wider lenses on point-and-shoot digital cameras. There have been a few compacts with 28mm lenses (35mm equivalent). Last year, Panasonic started to give a lot of their Lumix line wider zoom lenses. But when I want wide, I want wiiiiiiiide. So I’m excited about Panasonic’s new Lumix DMC-FX35, which has a 25mm lens (35mm equivalent). The newest Olympus underwater point-and-shoot, the Stylus 1030 SW, has a 28mm wide zoom. Both of these cameras are on my digital camera review short list. The Nikon Coolpix S600 has a 28-112mm wide-angle zoom lens, Casio’s EXILIM Zoom EX-Z200 and EX-Z100 digital cameras both have 28mm wide-angle lenses. Sony’s 10.1-megapixel Cybershot DSC-W170 has a Carl Zeiss 28-140mm zoom lens and their DSC-W150 has a Carl Zeiss 30-150mm lens. It’s nice to see manufacturers adding real wide-angle capabilities to pocket cameras. I am looking forward to testing some of these new point-and-shoots and hope the optics are as good as in previous cameras.

Most Interesting Cameras & Other Photo Gear
Every year there are a few standout products at PMA. As I said in the previous, compact digital camera section, top of my list for review right now are Panasonic’s new Lumix DMC-FX35 with it’s 25mm lens, and the Olympus’ new 10.1-megapixel Stylus 1030 SW waterproof, shockproof, and dustproof point-and-shoot digital camera. I’m also curious about Casio’s hard to classify EXILIM Pro EX-F1, which can capture as many as 60 frames-per-second at a full 6 millions pixels of resolution. With a 12x optical zoom lens and an image stabilized sensor, it’s a very different camera and one I’m anxious to play with.

Both Sigma and Leica made notable announcements about previously introduced cameras at this year’s show. Last year, Sigma announced the DP1 compact camera, which sports a DSLR-sized Foveon sensor in a compact camera body. However, the camera was delayed and still isn’t available. Sigma showed it again at PMA this year and some sample photos have even appeared on another digital photography Web site. The DP1 is a camera we’re very excited about and we’re glad to see that Sigma still intends to make it. I’ve been requesting one for review since last year’s PMA show and I will renew my efforts to get one.

Leica announced an upgrade program for their M8 digital rangefinder. The first upgrade costs 1500 euros and includes a new, quieter shutter and a watch-grade sapphire glass LCD cover replacement. Will sensor upgrades be part of the program? That’s what we all want to know. Regardless, the upgrade program makes a beautiful and very expensive camera a more interesting and compelling investment and sets the M8 apart from other pro digital cameras even more than it already is.

The most interesting new lens is, without a doubt, Sigma’s APO 200-500mm F2.8/400-1000mm F5.6 EX DG lens. This lens is a monster. It really needs a nickname of some sort because it’s so large and looks so strange. I suggest the “RPG,” “Big Bertha,” or just “The Bomb.” Anyone who tries to take this lens anywhere with tight security is definitely getting a cavity search. But there’s nothing else like it and I’m sure the FBI, CIA, military, and wildlife photographers are getting in line to buy them.

Sigma APO 200-500mm F2.8/400-1000mm F5.6 EX DG Lens Press Release >>

Am I saving the best for last? If you’re a film shooter I am. Fujifilm had a medium format folding rangefinder camera on display (see photo in film section, below). It wasn’t an actual working camera - only a prototype so they could gauge interest. I’m not shooting film anymore, but it looks beautiful and it takes me back. The only serious film camera I still own is an old Mamiya Universal rangefinder. The Fuji rangefinder prototype takes me back and I hope they put it into production.

2008 PMA Film News!
PhotographyREVIEW.com hasn’t forgotten about film! Walter Long, better known as walterick on our forums, covered film-related news and products for us this year. He talked to Agfa, Fujifilm, Kodak, and Ilford and wrote a very comprehensive report on the current state of film. The gist of it is that the manufacturers have a firm commitment to film and are in it for the long haul. I’ve noticed renewed interest in film in the past year and am pleased to see both experienced and beginning photographers express their passion for film and the darkroom. It’s good to know that the film manufacturers are paying attention and intend to keep providing quality film for photographers who find it the best medium for their work.

Read walterick’s full 2008 PMA Film Report >>

2008 PMA Report Conclusion
We did our best to cover the whole show and highlight the stuff that we found most interesting with video, articles, and our PMA photo gallery. This PMA Final Report was intended to cover some of the most important new camera, accessories, and photo industry trends. But there’s no way we could see or cover it all. We did our best, but If we missed anything, please feel free to comment below.

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