reprinted from a Cooke Optics press release
Las Vegas, NV (CES/January 5, 2006) – 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.
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."
