 We're here to airy, here to IBC at the 100 year anniversary, how about you? My name is Henrik Foss, I'm the product manager for the electronic control system at ARRI. Yeah, it's a special year, 100th anniversary. We have a very exciting history and the future for sure. 100 years, that means in 1917, the first camera came out? You know that is actually when the company was founded by the two founders, August Arnold and Robert Richter. What was the first product? One of the first products were cameras, but they also did several products and they founded the company on 12th of September 1917. And then it went on, there were two teenagers founding it and then from this it started to develop to what we are today. And you are basically the standard, nobody can match you, right? And the high-end camera? Yeah, you know with 100 years of experience you have some experience and you have some history and you are carrying a heritage forward to the future. So that is how our products, what you feel and see when you work with our products, even if they are very new and innovative and digital, there is still the knowledge that we gathered over the years. But you are high-end, is this the most affordable solution you have? Is it one of them, the most compact or what is this one? This is actually a very compact and lightweight solution that is the Alexa Mini camera with the f-mount and the f-lens in the master grip. And the nice thing about it is that of course you have a very high image quality that is the Alexa Mini that is where... What is the resolution of this? It can record 4K but we have several formats that is recorded. The resolution is not really the most important thing, it is a mix of parameters and we have a very high dynamic range, we have a high resolution, we have high frame rates, a big color space and the combination of all those things is what really makes a good image. You can feed the signal out to a recorder that can be externally, right? You can but we have an internal recorder so you don't have to do that, usually you would record internally. Then there is some SDI, all kinds of stuff. What is the brain inside the Mary camera? Some very big FPGAs, they do a lot of work in there. It varies on the package but you can be around 40,000 euros. People can shoot movies with it. Even independent films can afford to get something like that. That is a great thing about the Alexa Mini, it is a very flexible camera, it is a small form factor and can be used in different applications. Many times at the end of the movie I see the Arri logo. Is that standard, is that they have to put it or if they do it it is a partnership with you? It could be that the movie was served by the Arri rental for example but it is not a requirement that you have to put our logo in there. Alright.