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Wayne, N.J.–

If there’s one thing a broadcast-quality rental and staging firm quickly learns, it’s that the critical choice of equipment can make or break their reputation. This factor was top of mind for Winnipeg, Manitoba’s award-winning

MidCanada Production Services

when they purchased the first FUJINON XA50x9.5BESM

HD Telephoto Lens

delivered in Canada.

MidCan Director of Operations Chris McIvor explained that it’s all about finding the sweet spot of versatility and affordability, while providing the quality and durability that his rental operation demands. “We thought it was a great idea for FUJIFILM to offer a multi-purpose studio/ENG box lens with a built-in camera mount,” he said. “As a rental house, that was really important to us because we have a wide variety of cameras, more than thirty in stock. Since we don’t need separate mounts, the lens will work with any of our cameras. Mounting the lens is simpler, and the cameras are lighter and easier to use.”

McIvor noted that the other big deciding factor in MidCan’s choice was the fast lens speed: “The 1.7 aperture gives us the opportunity to shoot in very low light conditions. We don’t do stage lighting, but in rental and staging you never know for sure the lighting conditions in the particular environment you’ll be facing. It could be a concert one day, a sporting event the next.

FUJIFILM Optical Devices Division designed the XA50x9.5BESM with this kind of flexibility in mind for any type of large venue requiring tight shots at long distances. The lens features the Digi Power servo control system and Digital Quick Zoom to control the lens function quickly and accurately for all production environments. While McIvor is excited about the possibility of using the lens to shoot professional hockey games for Winnipeg’s new Jets franchise, he also sees many applications across Canada for live conferences and tradeshows.

“This lens is in a price range that is very affordable in the staging market for such a long telephoto lens with a great aperture,” he explained. The new lens is actually just one of a wide variety of Fujinon lenses in MidCan’s rental inventory. McIvor noted, “We get a lot of requests especially for the HA16x6.3BERD

ENG/EFP lens

. It’s a great mid-range choice with a combination of wide angle and high zoom range that everyone seems to enjoy. And, like all our FUJINON lenses, it’s delivered terrific quality and durability.”

McIvor added that in the demanding rental and staging business, it’s essential to work with manufacturers who support their products with great customer service. “We’ve enjoyed a great partnership with FUJIFILM. Our rep, Stosh Durbacz, is terrific. He’s one of those guys who will bend over backwards to make something happen, as he did in working with us to get the new lens here in Winnipeg and ready for the Canadian market. Thanks to his efforts, it’s boxed up and ready to be on a plane today. We couldn’t be happier.”

About Fujifilm

FUJIFILM North America Corporation, a marketing subsidiary of FUJIFILM Holdings America Corporation consists of five operating divisions and one subsidiary company. The Imaging Division sells consumer and commercial photographic products and services including film, one-time-use cameras, online photo services and fulfillment, digital printing equipment and service. The Electronic Imaging Division markets consumer digital cameras. The Motion Picture Division provides motion picture film, and the Graphic Systems Division supplies products and services to the printing industry. The Optical Devices Division provides binoculars, and optical lenses for closed circuit television, videography, cinematography, broadcast and industrial markets. FUJIFILM Canada Inc. markets a range of Fujifilm products and services. For more information, please visit

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FUJIFILM Holdings Corporation, Tokyo, Japan, brings continuous innovation and leading-edge products to a broad spectrum of industries, including electronic imaging, digital printing equipment, medical systems, life sciences, graphic arts, flat panel display materials and office products, based on a vast portfolio of digital, optical, fine chemical and thin film coating technologies. The company was among the top 16 companies around the world granted U.S. patents in 2010, and in the year ended March 31, 2011, had global revenues of $25.8 billion*. Fujifilm is committed to environmental stewardship and good corporate citizenship. For more information, please visit


* At an exchange rate of 86 yen to the dollar.

About Mid-Canada Productions

With its 16,000 square foot facility in Winnipeg, Manitoba, MidCanada Production Services Inc. specializes in broadcast-quality equipment and crews for film, television and video production and post-production; audio recording; ADR recording and post production; SD/HD video camera rentals, sales and supply; and website design and development. Visit


All product and company names herein may be trademarks of their registered owners.

FUJIFILM Optical Devices Division, 10 High Point Drive, Wayne, New Jersey 07470. Phone: 973-633-5600. Fax: 973-633-5216. Web site:

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