Alias Hire has invested £100,000 in an Arri Alexa camera, lenses and grip equipment.

“We found most of our customers that enquire about 35mm cameras ask for an Alexa,” said Alias Hire managing director Mike Smith.

“We’ve reacted to that and invested and we’re confident that it will continue to be a growing market.”

Smith said Alias expects to take delivery of the camera by the start of next week with a further Alexa likely to be ordered early next year.