On Sight has become one of the first companies to place an order for Arri’s new Alexa digital film camera.

The London hire firm has signed up for three units of the new shooter, which offers a 3.5k pixel count that provides for both HD (1920x1080) and 2K DI working.

On Sight expects demand for Alexa to come from TV and film producers making both 2D and 3D content.

In total, Arri had orders for more than 100 Alexas on day one of NAB.

The Alexa digital film camera shoots directly to Apple’s ProRes 422 and ProRes 4444 in order to allow instant playback and editing on Final Cut Pro.

It will be available to buy in June for around £50,000.