Easing into digital cinematography
In 2010, ALEXA was the first digital motion picture camera on the market offering in-camera recording of Apple ProRes files onto SxS PRO cards, providing the full range of codecs from Apple ProRes 422 Proxy to Apple ProRes 4444 and later 4444 XQ. We called this "direct-to-edit", becuase MacBooks of that time featured an internal card reader to offload the SxS PRO cards.