Casio Tryx Camera Gets Hip-Hop NYC Debut



Casio America gave its unique twistable Tryx digital camera a hip-hop send-off by combining a launch party with a concert by Nicki Minaj and the Roots at the Best Buy Theater in Times Square.

The location for the Tryx Out: NYC 2011 event was no accident, as the big-box retailer will have a national exclusive on a white version of the camera and was the first to start taking pre-orders in early April.

The retail chain’s Future Shop operation also has a Canadian exclusive on all iterations of the camera.

Casio gave away tickets to the Minaj and the Roots concert through recent sweepstakes on social-network sites and through a special contest on the Casio Imaging Square HDR-ART services website that awarded five all-expense-paid trips for two the show.

The Tryx camera, which incorporates an HDRART function as part of its feature set, will hit retail shelves within the next few weeks at a $250 suggested retail.

Casio is targeting Tryx at “connected young adults” between the ages of 18 and 34 years of age. Its combination of compact size, multiple shooting angles, easy uploading of images to social-networking sites and integrated HDR-ART (high dynamic range) photo treatments was designed to engage young trendsetters with a wide range of effects for both stills and video, the company said.

“With HDR-ART at their fingertips, consumers of all skill levels, whether they are advanced or beginners, can now achieve the kind of effects that used to require costly and intimidating software,” said Toshiharu Okimuro, Casio America chairman. “It is this kind of photo enhancement which will encourage consumers to explore their own video creativity, and embrace all that digital imaging has to offer.”

Tryx was said to have been designed on three levels -- design, creativity and sharing. A key feature of the camera is its 180-degree pivoting 3-inch LCD screen inset in a surrounding frame. The screen can adapt to fit the user’s preferred shooting style and to capture images from virtually any angle or lighting environment.

A second hinge point connecting the screen and lens elements enables the frame to twist away from the screen to act as a hoop that can be positioned as a camera support stand for tabletop placement. Alternatively the frame can serve as a hook so the camera can be hung from a wall or a doorknob for hands-free shooting.

The screen can be rotated 180 degrees so that users can take self portraits and see themselves in the frame.

The Tryx features a 12-megapixel backside illuminated high-speed CMOS sensor with strong low-light shooting capability, a 3-inch 460,000-dot touchscreen display, 720p HD video capture and an ultrawide- angle lens.


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