Breakthrough in Home Video: CVS/pharmacy Introduces World's First Digital One-Time-Use Video Camcorder

Partnership With Pure Digital Technologies Makes it Easy for Anyone to Create

and Share DVD Home Movies

Jun 06, 2005, 01:00 ET from Pure Digital Technologies, Inc.

    WOONSOCKET, R.I., June 6 /PRNewswire/ -- The digital imaging revolution
 took another leap forward today with the introduction of the CVS One-Time-Use
 Video Camcorder -- the world's first single-use point-and-shoot digital video
 camera.  CVS/pharmacy, the retail leader in digital photo and image
 processing, is exclusively offering the world's first compact, affordable,
 one-time-use solution for creating and sharing high quality home movies on
 DVD.  For under $30, consumers can now enjoy a DVD home video experience that
 compares to pricey DVD camcorders, which cost upwards of a thousand dollars.
     (Photo: )
     Built on the Pure Digital(R) Imaging platform, the revolutionary new CVS
 camcorder is the perfect easy-to-carry choice for capturing memories of
 weddings, vacation getaways, beach trips, or any time that family and friends
 get together.  Just grab it and go -- and leave that expensive and cumbersome
 traditional camcorder at home.  Using just three simple buttons, consumers can
 capture up to 20 minutes of digital quality video and sound, in as many
 separate segments or clips as they wish.  The video camcorder's 1.4-inch color
 playback screen lets consumers instantly enjoy their home videos and even
 delete unwanted segments with the press of a button.  Once finished shooting,
 consumers simply return the video camera to their local CVS/pharmacy store and
 get a DVD to view and share the very same day.
     The DVD from CVS/pharmacy makes watching, sharing and saving home movies
 easier than ever before.  For the first time, consumers get custom home movies
 with all the benefits of a professional, fully edited DVD.  Features people
 would expect to find on a major motion picture DVD -- like a main menu and
 individual, titled scenes -- make it easy to find and view each home movie
 segment they've shot.  In addition, the CVS DVD features an advanced e-mail
 computer application with Pure Digital's SmartShare(TM) technology that makes
 sharing videos with family and friends just as easy as sharing photos online.
 The program runs directly from the DVD, eliminating the need to install
 software.  Now, even novice computer users can easily share home videos, video
 greeting cards and custom movies with friends and family.
     "Making home videos easy and affordable for our customers is what the CVS
 One-Time-Use Video Camcorder is all about," said Chris Bodine, Executive Vice
 President of Merchandising and Marketing at CVS/pharmacy.  "For the first
 time, consumers can have a rich, worry-free home moviemaking experience with
 an affordable single-use camcorder that easily fits in their pocket or purse.
 With the finished DVD they get back from the CVS/pharmacy photo lab, they have
 a convenient way to view and archive their precious memories that also lets
 them share those memories just as easily as they share digital photos."
     "The introduction of the disposable film camera significantly grew the
 photography industry by making photography accessible and affordable to
 anyone," said Mike Wolf, Director of Digital Photography Trends at
 InfoTrends/CAP Ventures.  "One-time-use camera category has grown to be 218
 million units annually and we expect it to account for 38% of total film
 volume in the U.S. in 2005.  A simple and affordable one-time-use digital
 camcorder could spur growth in the digital video market in a similar way."
     "We believe that capturing and sharing high-quality, digital home movies
 should be a fun and easy experience," said Jonathan Kaplan, Chairperson and
 Chief Executive Officer, Pure Digital Technologies, Inc.  "Our partnership
 with CVS/pharmacy delivers a complete digital home video solution that is
 affordable and simple enough for even novice users."
     Video Camcorder Features and Benefits
     -- Simple-to-use, pocket-sized camcorder weighs under 5 ounces
     -- Holds 20 saved minutes of digital quality video and sound
     -- 1.4 inch color playback screen
     -- Ability to playback and delete videos
     -- Return to any CVS/pharmacy 1-hour photo lab for DVD
     DVD Features and Benefits
     -- Simple viewing on DVD players or computers with DVD drive
     -- Convenient archiving and storage
     -- Email video and video greeting cards as easily as digital photos with
        SmartShare(TM) computer application
     -- No email system or software installation required
     Through its partnership with Pure Digital, CVS/pharmacy is the first to
 bring digital one-time-use video cameras to consumers.  Exclusively available
 now in over 1,400 CVS/pharmacy locations nationally, the cameras will be
 available in over 4,500 stores by June 26th.  The CVS Digital One-Time-Use
 Video Camcorder retails for only $29.99.  Video camera processing is $12.99
 and includes a CVS DVD built with technology for easy viewing, sharing and
 archiving of home videos.
     About CVS Corporation
     CVS (NYSE:   CVS) is America's largest retail pharmacy, operating more than
 5,400 retail and specialty pharmacy stores in 36 states and the District of
 Columbia. With more than 40 years of dynamic growth in the retail pharmacy
 industry, CVS is committed to being the easiest pharmacy retailer for
 customers to use. CVS has created innovative approaches to serve the
 healthcare needs of all customers through its CVS/pharmacy stores; its online
 pharmacy,; and its pharmacy benefit management, mail order and
 specialty pharmacy subsidiary, PharmaCare. General information about CVS is
 available through the Investor Relations portion of the Company's website, at , as well as through the pressroom portion of the
 Company's website, at
     About Pure Digital Technologies, Inc.
     Pure Digital Technologies develops imaging technology that powers simple
 and affordable digital photography solutions for the mass market.  The Pure
 Digital(R) Imaging Platform -- a network of proprietary, retail-based servers
 with sophisticated image and video processing capabilities -- enables a host
 of high-growth imaging solutions, including the world's only digital
 single-use cameras and video camcorders.  Cameras built on the Pure Digital(R)
 Imaging Platform deliver a new level of affordability, quality, and simplicity
 to mass market consumers.  The Pure Digital(R) Imaging Platform is currently
 being implemented at many of the world's leading retail and photo-taking
      Media Contact:
      Todd Andrews
      Director of Corporate Communications
      Media Contact:
      Wynne Ahern
      Communication Strategies, LLC

SOURCE Pure Digital Technologies, Inc.