Pentax-DA 50mm f/1.8 lens

Denver, CO (May 21, 2012) – PENTAX RICOH IMAGING AMERICAS CORPORATION
today announces the introduction of its new smc PENTAX-DA 50mm f/1.8
medium-telephoto autofocus lens, which is designed exclusively for use
with the company's K-mount interchangeable-lens (ILC) digital cameras.
Thanks to state-of-the-art optical design technology from PENTAX, the
lens' image coverage is optimized for PENTAX K-mount ILC cameras to
deliver sharp, clear images from edge to edge. With a sleek, modern look
and a lightweight body, the new PENTAX-DA 50mm f/1.8 lens was designed
with versatility and flexibility in mind and is ideal for photographers
of varying levels, from amateurs to professionals.

"The new PENTAX-DA 50mm f/1.8 lens is ideal for photographers
interested in portraiture and general photography," explains John
Carlson, Sr., Manager of Sales and Marketing, PENTAX RICOH IMAGING
AMERICAS CORPORATION. "The lens measures just 1.5 inches long and weighs
only 4.3 ounces, making it small enough and light enough to accompany
photographers on all kinds of outings."

When mounted on a PENTAX K-mount ILC camera body, the PENTAX-DA 50mm
f/F1.8 lens delivers a focal length of 50mm or 76.5mm in the 35mm
format. The lens' f/1.8 maximum aperture and round diaphragm blades
enable it to produce a natural "bokeh" (out-of-focus) effect, which
gives the blurry elements in an image a softer, rounded and more
pleasing appearance. Additionally, the f/1.8 aperture makes it possible
to increase camera shutter speed when photographing in poorly lit
conditions, which minimizes camera shake and helps eliminate blur.

For extra preventative measures, the front surface of the PENTAX-DA
50mm f/1.8 lens is treated with the company's original SP (Super
Protect) coating, which repels dust, water, grease, and other substances
that may adhere to the surface of the lens. The protective coating
promotes trouble-free use in all kinds of shooting situations.

The PENTAX-DA 50mm f/1.8 lens will be available July 2012 with a retail price of $249.95.

About PENTAX
PENTAX is a leader in the production of a variety of adventure ready
digital cameras including weather-resistant digital SLRs and stylish,
compact, waterproof cameras, as well as lenses, flash units, binoculars,
scopes, and eyepieces. For more than 90 years, PENTAX has developed
durable, reliable products that meet the needs of adventurous consumers
and businesses. With new headquarters in Denver, Colorado, PENTAX RICOH
IMAGING AMERICAS CORPORATION is a subsidiary of PENTAX RICOH IMAGING
COMPANY, LTD. effective October 1, 2011. Additional details may be found
here: www.pentaximaging.com/news