Partnership with Pure Digital Technologies delivers high-quality, 100% digital photography at a single-use price

BELTSVILLE, MD. —July 29, 2003—Ritz Camera Centers, the largest retail camera and photo chain in the United States, today announced the nationwide launch of the Dakota Digital Single-Use Camera at select Ritz Camera and Wolf Camera locations. The cameras, a first to offer consumers a high-quality, fully digital experience at a single-use price, will sell for $10.99 under the company’s Dakota Digital brand.

The Dakota Digital Single-Use Camera, built on the Pure DigitalTM Imaging Platform, gives consumers the exciting benefits of digital photography without the associated cost and complexity. The easy-to-use camera offers functions normally associated with sophisticated digital cameras, including the ability to delete unwanted pictures, a fully automatic flash, metered exposure control, and a self-timer feature. Processing is made simple by returning the camera to any of the Ritz Camera or Wolf Camera locations for film-quality 4 x 6 DigiPrints “in minutes” and a photo CD. Now with a click of the mouse, even the novice computer users can email pictures, create photo greetings, or send multiple photos as a slideshow. Each camera is fully recycled after processing.

The Dakota Digital Single-Use Camera is the easy and affordable answer to digital photography without giving up prints,” noted David Ritz, Chairman of Ritz Camera Centers. “This worry-free digital camera is a perfect choice to capture the moments of summer or for anyone interested in trying digital for the first time.”

“The new digital single-use camera addresses the two fastest growing segments of the consumer photography market,” said Michelle Slaughter, director of InfoTrends Research Group’s digital photography trends service. “In addition, the digital single-use camera provides Ritz’s customers with the experience of in-store digital photo printing, which will contribute to establishing a behavior for printing digital photos at retail. According to the Photo Marketing Association, single-use cameras sales have grown over 15% annually for the last five years, even as film sales have declined. Single-use cameras now represent over 19% of film rolls processed. Digital cameras sales have grown 23% over the past year and are expected to be present in almost 30% of US homes by year’s end. Despite the increasing popularity of digital, less than 19% of digital pictures are printed, primarily due to the complexity, cost, and time requirements of home printing.

The Dakota Digital Single-Use Camera is available beginning July 28th at Ritz Camera and Wolf Camera locations in more than 14 cities, including Washington, D.C., Baltimore, Atlanta, Philadelphia, Boston, Chicago, San Francisco, and Dallas.

About Ritz Camera Centers, Inc.
Ritz Camera Centers, headquartered in Beltsville, MD, is the largest retail camera and photo chain in the United States with approximately 1200 locations in 48 states and the District of Columbia. The Ritz Camera Centers chain of stores includes Ritz Camera, Wolf Camera, Kits Camera, Inkleys, and The Camera Shop. All stores have Big Print Central Departments offering both traditional and digital prints “in minutes.” Ritz Camera Centers, Inc. also owns and operates Boater’s World Marine Centers, a leading marine specialty retail chain with 110 stores nationwide.

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 single-use camera. The Pure Digital™ Imaging Platform is a retail-focused solution that employs proprietary server technology to perform sophisticated image processing functions. This unique architecture allows for dramatic reductions in camera cost without compromises in quality. Cameras built on the Pure DigitalTM Imaging Platform combine all the unique benefits of digital photography with the affordability, simplicity and quality of traditional film. The Pure DigitalTM Imaging Platform is currently being implemented at many of the world’s leading retail and photo-taking destinations.

Media Contact:
Wynne Ahern
Communication Strategies, LLC
510-663-3213
wynne@commstrat.net