LAS VEGAS, Jan. 5 -- Cooke Optics, the world's leading manufacturer of optics and lenses for the motion picture industry, has announced the formation of an exploratory business unit to investigate partnership opportunities with leading consumer electronics companies, for the purpose of supplying Cooke-branded precision optics for consumer-level digital video camcorders. The announcement was made at the 2006 International Consumer Electronics Show in Las Vegas, Nevada.

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Cooke lenses are used by Hollywood's most successful and respected directors of photography and cinematographers to shoot many of the most acclaimed and profitable motion pictures seen on the big screen every year, including recent releases Jarhead, Harry Potter and the Goblet of Fire, and The Wedding Crashers. The decision to commercialize the renowned Cooke lens technology for consumer-level digital camcorders is a natural extension for the brand that should add significant value, prestige and consumer demand to the products on which they are utilized.

"This is an extraordinary opportunity to integrate the collective strengths of world leaders in their respective fields, to create an exciting and profitable product offering," notes Les Zellan, Chairman of Cooke Optics. "Studies tell us that today's consumers are highly attuned to quality; they recognize and reward companies that they perceive as providing a superior- quality product, and are willing to pay premium to attain it. We believe that when consumers look 'down the barrel' of a digital camcorder at the retail counter, and see the Cooke name on the lens of a camcorder from a known CE manufacturer, it will become a significant tipping point in their buying process."

Zellan notes that some CE companies have already seen the benefit of partnering with a premium lens supplier for both digital still and digital video cameras, and have realized significant benefits from the association. Zellan sees this as a growing industry trend, and predicts a greater "separation" in the minds of consumers who will make choices based on their brand and quality perceptions.

"Moreover," continues Zellan, "The revolution in consumer display technology -- as evidenced by plasma screens, LCD monitors and HD and ED televisions -- creates a need for higher quality content. While this need is being met by the entertainment companies who have moved rapidly to digital and HD broadcast, it has been somewhat neglected in consumer-generated content. Every picture originates through a lens. It only stands to reason that the better the lens, the better the final product. We are confident that this fact will not be lost on consumers at the retail point of purchase."

Cooke Optics has sent preliminary feelers out to several of the "name" consumer electronics companies, and hopes to have a partnership deal in place by mid-year that will result in Cooke lenses being featured on consumer-level camcorders beginning with the 2007 model year. To back this effort, Cooke has commissioned consumer research and has retained the services of a public relations firm to expand Cooke brand recognition within both the CE and lifestyle media.

The formation of this new CE business unit coincides with several important innovations recently announced by Cooke's cinematographic lens division, which has once again raised the industry bar for innovation with the introduction of the new S4/i 15-40mm CXX Zoom lens for motion picture production. The CXX Zoom features Cooke's revolutionary /i Technology.

Cooke is a storied name in both cinemagraphic and the ultra-high-end professional photography markets. Known worldwide for their precision, exacting tolerances and superior quality, Cooke lenses are specified by many of the world's most respected cinematographers in Hollywood. Cooke S4 Prime lenses, acclaimed for their unique mechanical design and extraordinary photographic qualities, have been used to shoot several of the most legendary and visually beautiful motion pictures of all time, both in Hollywood and internationally. Recent box office releases shot with Cooke lenses include Jarhead, Red Eye, The Wedding Crashers, Finding Neverland, Mr. & Mrs. Smith, Ray, and Harry Potter and the Goblet of Fire.

Source: prnewswire