CVS Launches World's First Digital One-Time-Use Camera With Color Preview Screen

Thursday, August 19, 2004

WOONSOCKET, R.I., Aug. 19 /PRNewswire/ -- CVS/pharmacy (NYSE: CVS), the national retail leader in digital photo processing, today announced the nationwide launch of the CVS Digital One-Time-Use Camera line, which includes the world's first disposable with Picture Preview capability, available exclusively through its store locations. The camera is the first one-time-use camera to offer a color LCD screen, providing consumers a complete digital photography experience -- including instant viewing and retaking of shots -- in an easy-to-use, worry-free, point-and-shoot format.

The CVS Digital One-Time-Use Camera with Picture Preview is the first to combine the most popular features of the fast-growing digital camera market with the wildly popular disposable format. Built on the Pure Digital(R) Imaging Platform, the camera features a 1.4 inch color LCD screen for instant review and deleting capabilities, letting consumers snap away and delete images until they get the exact shot they want. Other functions include a fully automatic flash, metered exposure control, and a 10-second self-timer feature. A second camera, the CVS Digital One-Time-Use Camera with Delete Feature, offers all the same features but without the LCD preview screen. Both cameras hold 25 great pictures and are fully recycled after processing.

Processing is made simple by returning the camera to a CVS retail location for 25 digitally enhanced, film-quality prints and a photo sharing CD. Built with advanced sharing software, the photo CD requires no installation, and includes its own email system to simplify email photo sharing. Even first-time computer users can easily share photos, slideshows, and create and send greeting cards to friends and family.

"At CVS we are committed to bringing breakthrough digital imaging services to our customers," said Grant Pill, director of photo and imaging at CVS/pharmacy. "A first of its kind, the CVS Digital One-Time-Use camera is a great new way for anyone to try digital. And, this worry-free camera is perfect for vacation getaways, school trips -- any occasion when a more expensive camera is better left at home. These cameras truly make digital photography accessible to everyone in an affordable, simple way."

"People are buying digital cameras in record numbers because they want the benefits digital technology provides," said Michelle Slaughter, director of InfoTrends' Digital Photography Trends service. "Bringing these features to the highly successful one-time-use market -- especially the ability to review and delete pictures, as well as immediately see and share your results on the LCD screen -- is a logical next step in the digital revolution."

Through its partnership with Pure Digital, CVS is the first to bring digital one-time-use cameras to the food, drug and mass channel markets. Exclusively available now in over 1,000 CVS locations nationally, the cameras will be available in over 3,000 stores by this holiday season. The CVS Digital One-Time-Use Camera with Picture Preview retails for $19.99. The CVS Digital One-Time-Use Camera with Delete Feature retails for $9.99.

About Pure Digital Technologies, Inc.

Pure Digital Technologies develops imaging technology that powers simple and affordable digital photography solutions for the mass market -- including the world's only 100% digital one-time use cameras. The Pure Digital(R) Imaging Platform is a retail-focused solution that employs a unique client-server architecture that enables dramatic reductions in camera cost without compromises in quality. Cameras built on the Pure Digital(R) Imaging Platform combine all the unique benefits of digital photography with the affordability, simplicity and quality of one-time use film cameras. The Pure Digital(R) Imaging Platform is currently being implemented at many of the world's leading retail and photo-taking destinations.