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Canon's Powershot S5, SD850 Set New Standards with Arsenal of Top-Tier Advancements

Lake Success, N.Y., May 7, 2007 From soccer moms snapping still photos and movie clips of their kids from the sidelines with a single digital camera to party-goers wanting to capture important moments on the social scene with a discreet digital camera that can unobtrusively slip into a clutch purse or shirt pocket, Canon's market-leading line of PowerShot cameras fits any lifestyle. Adding to the breadth of an already auspicious product portfolio, Canon U.S.A., Inc. is proud to announce the PowerShot S5 IS and PowerShot SD850 IS Digital ELPH cameras.

In other Canon news, creating High Definition (HD) home movies is now super-simple with the introduction of the HR10 High Definition Camcorder from Canon. This HD camcorder calls on the Company's optical heritage, proprietary CMOS image sensor and HD expertise to help users effortlessly create and share High Definition movies on convenient DVD discs.

Along with a full complement of the trendsetting style elements featured in the current PowerShot lineup, the new models add a dash of technical advancements including Optical Image Stabilization (OIS), Face Detection technology, in-camera Red-eye Correction and 8.0-megapixel resolution. Users will now have all the features needed to assure that once-in-a-lifetime moments will be vibrantly and vividly saved for years to come.

"The PowerShot S5 IS digital camera meets the demands of active family photographers and discerning photo hobbyists looking for high-end features and maximum photo flexibility, while maintaining the light weight, trim profile and affordability of a point and shoot digital camera," said Yuichi Ishizuka, senior vice president and general manager, Consumer Imaging Group, Canon U.S.A. "With a broad range of features and a powerful ultra-zoom lens, it is no coincidence that the PowerShot S5 IS digital camera's look and feel evokes the sense of a small, lightweight SLR."

The PowerShot SD850 IS Digital ELPH camera also has an impressive array of top-tier photo features including an advanced ultra-compact zoom lens and optical viewfinder to easily capture, record and share brilliant images under a full range of shooting conditions, all within a curvaceous, eye-catching compact design.

"The PowerShot SD850 IS Digital ELPH camera continues the strong tradition of Digital ELPH imaging excellence and eye-catching style. Created out of Canon's intimate understanding of the camera user's needs and wants, the PowerShot SD850 IS Digital ELPH camera delivers the most up-to-date innovations in camera engineering and design. Our new product lineup provides an unmatched scope of offerings for consumers needing a digital camera with superior functions and style, backed by the Canon legacy of superior quality," added Mr. Ishizuka.

PowerShot Product Line's Shared Technological Advancements:


The "brain" of these new PowerShot cameras is DIGIC III, the gold standard on all new Canon digital cameras. The DIGIC III image processor accounts for the camera's higher performance levels, including faster start up, faster autofocus and quicker shutter response times that leave long-lag competitors in the dust. The DIGIC III chip design improves image quality and offers more efficient power consumption, resulting in extended battery life under typical shooting conditions.

...and Beautiful Faces

Canon's enhanced Face Detection technology ensures that human faces up to nine faces at once take precedence in terms of focus, exposure and flash. Face Detection autofocus (AF) ensures sharp focus for portraits, while Face Detection auto exposure (AE) adjusts to ambient light conditions and Face Detection flash exposure (FE) determines the appropriate intensity of flash output to optimize face brightness without risking overexposure, even at close range. The result is more flattering photos where all subjects are in clearer focus and accurately exposed. Working in concert with Face Detection, "Red-eye Correction" helps to detect and correct red-eye during playback mode.

Vast, Fast and Steady

Taking a page out of Canon's legendary lens technology book, the Canon PowerShot S5 IS digital camera's 12x ultra-zoom lens features an extraordinary optical focal length range of 36 - 432 mm (35mm film equivalent) and rides that range quickly and quietly by using the same type of silent, ultrasonic motor (USM) drive found on Canon's high-end autofocus SLR lenses. The PowerShot SD850 IS Digital ELPH camera boasts a fast, ultra-compact 4x (35-140mm equivalent) optical zoom lens.

The extended zoom range of both cameras makes optical image stabilization (OIS) essential. Canon's lens shift OIS provides an effective antidote to camera shake, particularly at longer zoom lengths or during long exposures when even the slightest hand-held shake is magnified to picture blurring proportions. Superior to electronic image stabilization systems that simply use software to mask movement, OIS actually shifts the lens proportionately to compensate for unwanted motion, making it easier to snap great images and smooth movies, even when the camera is hand-held or in low light conditions.

The steady effectiveness is further enhanced when paired with the new "Auto ISO Shift" feature which, at the touch of a button, can automatically increase the ISO speed setting as required to maintain fast shutter speeds when shooting in low light conditions without a flash.

Eye-Easy Displays

Both cameras feature bright, high-resolution 2.5-inch LCD displays that offer users a wide viewing angle, ideal for viewing and sharing. For extra flexibility to shoot self-portraits, aim over a crowd or go low for a new perspective, the PowerShot S5 IS digital camera features a Vari-Angle LCD display that swing outs with two-level brightness control for easier viewing under different lighting conditions while the PowerShot SD850 IS Digital ELPH features the new PureColor LCD that offers superior color accuracy and brightness and a multi-coated screen finish that provides enhanced resistance to glare, scratches and fingerprints. For conventional viewing, both cameras feature eye-level viewfinders.

Flexible Photo Modes

Both cameras also offer users a broad spectrum of creative options to customize their pictures. The PowerShot S5 IS digital camera features 22 shooting modes from fully automatic to fully manual. Accessible at the turn of a dial, these modes include Full Auto, Program, Shutter Priority, Aperture Priority, Manual, Super Macro, Portrait, Landscape, Night Snapshot, Sports, Stitch Assist and Movie. Users can also select from a variety of special scene settings including indoor night scene, foliage, snow, beach, fireworks, aquarium, color accent and color swap.

The Canon PowerShot SD850 IS Digital ELPH camera is equipped with a new Creative Light Effect special scene mode that can alter the shape of background bright spots - into hearts, stars and the like - when shooting a night scene. The Creative Light Effect is but one of 18 shooting modes accessible to PowerShot SD850 IS Digital ELPH users at the mere touch of a control dial.

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