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

Partnership With Pure Digital Technologies Brings the Benefits of 100% Digital

Cameras to One-Time-Use Camera Enthusiasts

Aug 19, 2004, 01:00 ET from Pure Digital Technologies, Inc.

    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 CVS/pharmacy
     With over 40 years of dynamic growth in the retail pharmacy industry, CVS
 is committed to being the easiest pharmacy retailer for customers to use. With
 4,197 stores in 32 states and the District of Columbia, CVS has created
 innovative approaches to serve the healthcare needs of all its customers
 through its online pharmacy,, and its pharmacy benefit management and
 specialty pharmacy subsidiary, PharmaCare Management Services.
     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.
     CONTACT:  media, Wynne Ahern of Communication Strategies, LLC,
 +1-510-663-3213, or, for Pure Digital Technologies, Inc.

SOURCE Pure Digital Technologies, Inc.