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Introducing Formatt Photo & Formatt Video, the
Premier Camera and Video apps for iOS!
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FOR IMMEDIATE RELEASE
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3 July, 2014 Aberdare, Wales, UK: Formatt-Hitech, the world’s leading manufacturer of photographic
filters, introduces two new imaging apps for iOS. Formatt Photo and Formatt Video are significant
enhancements to the photo and video cameras of iOS devices, and operates natively on iPhone, iPod
Touch, iPad mini and iPad. !
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The previous version of Formatt Photo is already an extremely popular and highly rated (4+ stars) app in
the app store. The new version of Formatt Photo has a redesigned user interface and a professional
photo editor. !
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Formatt Video is a completely new app and represents the state of the art in iOS video capture by offering
over 100 live filters that are applied before the video is captured. The means that users can colour grade
their videos, live, and create period piece movies without any additional post production.!
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Formatt Video includes the 100+ filters and effects that has earned Formatt Photo the 4+ star rating in the
app store. iOS videographers are now only constrained by their own imagination. The live video filters
range from a complete suite of variable Neutral Density’ filters to completely new and groundbreaking
“Popart" art effects, which allows you to shoot in various cartoon and hand-drawn styles.!
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The touch and hold exposure control and tap to focus are still the most innovate and elegant exposure
and focus controls ever devised for any mobile device. !
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Finally, the auto-share feature for Facebook, Twitter, Flickr and Instagram offers social media integration
with unparalleled simplicity and speed.!
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Never before has a mainstream professional filter manufacturer made available its primary
photographic and video effects to iOS app users. Now your iOS device can use the same effects
as professional photographers, and makers of high end TV and cinema productions, have at their
disposal.!
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Upgrade your camera, and your editor with Formatt Photo!
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Formatt Photo integrates a professional camera application with a full featured photo editor. The camera
functions allow far more precise control of both exposure and focus when compared to the stock camera
app. Combine this level of control with more than ten times the amount of live filters as the stock iOS
camera, and you’ve got a significant and essential upgrade to the standard iOS camera app. New to this
version of Formatt Photo is the professional photo editing suite. This collection of tools allows the user to
adjust cropping and rotation, contrast, brightness, warmth, and exposure. The app also allow for layering
of as many additional filters and effects as you want, and finishing touches such as a picture frame
gallery. So your professional filters can be used live or in edit, to suit you.!
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Formatt Video - Truly Groundbreaking!
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Formatt Video is the first video app that allows the user to apply a live filter or effect to the video as it’s
being captured. Imagine the possibilities. Users trying to create a period piece video, can choose a
vintage style effect going back every decade to the 1930s, plus western style and other retro effects.
Users who want to increase the fidelity and dynamic range of their scenes can choose from a variety of
professional graduated neutral density effects. Formatt Video even includes a day-for-night filter that
allows users to recreate the day-for-night beach scenes from early Bond films; or 10 different black and
white contrast variants. If you want something totally different, you can capture video with a number of
cartoon and Pop art styles. Formatt Video is a complete game-changer for iOS.!
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Apply Effects Before Capture!
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A year before Apple introduced a few live filters in the iOS7 camera app, Formatt Photo pioneered the
concept with more than 100 live filters. Our wide variety of effects includes professional tools such as
graduated filters and calibrated black & white filters, color filters, fun effects that simulated pop-art,
vintage cameras, polarization and more. Formatt Photo and Formatt Video both feature the widest
selection of filters from any camera app on the market, and all filters and effects are included at the time
of purchase, so there are no follow-on purchases in app.!
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The widest range of effects!
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Formatt Photo and Formatt Video features eight galleries of effects, filters, and lenses. Each gallery
contains a dozen or more filter effects. The galleries are clustered by function. The ProFX gallery features
the complete selection of Formatt-Hitech NDs, ND grads, ND Reverse Grads and even a fully functional
Polarizer. The PhotoFX gallery features many of the popular effects found in professional photographers
and filmmaking such as Day for Night, Fog, Mist, Smoke, Twilight, Sunset and more. The Retro gallery
includes an effect for each decade back to the 1930s, plus vintage style effects such as Antique, Bygone,
Frontier, Wayback and more. The Colour gallery features an entire rainbow of effects with over 20
different colours available. The Black and White gallery has all of the popular B&W contrast filters which
are used professionally, such as red, orange, blue, yellow, and green, plus effects that are unique for
these apps such as Cocoa and Tea Rose. The Pop Art gallery allows you to emulate the style of famous
painters in your photographs and contains filters for Cezanne, Klee, Monet, Warhol, plus fun effects such
as Sketchy, Toons, Poster, and more. Other Popart effects such as Blue Ice, Haunted and Oldie interact
with light in a truly original way, and produce incredible images, particularly on video. The Portrait gallery
draws on Formatt-Hitech’s 35 years of producing professional camera and cinema diffusion to create a
gorgeous collection of flattering filters. And finally, the Lenses gallery has a wide range of tools such as
vignette, blur, tilt shift, and more. All of these galleries and filters are available on both the Formatt Photo
and Formatt Video.!
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Not only this, but a wide range of densities is available in most filters, so that you can choose easily, with
a simple swipe, the level of the effect which you are using. This is exactly what professional camera
operators do, but now available in an iPhone. We have already had many reports from pro users (camera
and video) saying that they love to use the apps on test runs of location shoots. They are doing it, and so
can you.!
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Most of the professional filters also have the option to move the line of graduation up and worn, so that
you can adjust the effect to either the horizon or where you ant it to be in the image.!
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Fully Functional on both Cameras!
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The suite of filters and effects in both Formatt Photo and Formatt Video are available when shooting on
both front or rear facing cameras on your iOS device, enabling you to shoot the ultimate “selfie” in both
apps.!
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Auto Share for instant upload!
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At a concert and you want to let your friends know how great it is, but don’t want to fiddle with logging
onto a variety of social networks? With Formatt Photo’s Auto Share feature, you simply make the
exposure and your image is shared instantly to Facebook, Flickr, Twitter, and Instagram. It is literally the
easiest and most elegant social media integration possible for iOS. Want to edit those photos before
uploading to your social media? Formatt Photo can do that too. Our previous version of Formatt Photo
was the the first app to offer this - (even before Facebook and Twitter themselves did), and it has been
extended to other networks in the latest version.!
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Formatt Photo & Formatt Video - A Powerful Combo!
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Together Formatt Photo and Formatt Video add powerful and essential functionality to your iOS devices.
Formatt Photo’s wide range of filters plus the editor and auto-share expand the capabilities of your iOS
photo app. Formatt Video is a groundbreaking new application that is the state of the art in mobile video
capture, and better in many cases than even dedicated camcorders. Formatt Photo and Formatt Video
are available now in the app store. Find us online at http://www.filtersapp.com/!
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https://vimeo.com/99329330!
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About Formatt-Hitech!
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https://www.youtube.com/watch?v=f_SCqcfSYjY!
Formatt-Hitech is a leading innovator in the manufacture of photographic and cinematic filters. Based in
the UK Formatt-Hitech uses Queens’ Award-winning, computerised manufacturing, coupled with the finest
materials to create the finest filters in the world. Formatt Photo and Formatt Video are the result of over
30 years of photo and broadcast industry experience applied to the mobile application market. Formatt-
Hitech is the Rhondda Cynon Taff (South Wales) Business of the Year 2012 and winner of its
Manufacturing Excellence Award in 2012 and 2014.!
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Contacts: !
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USA/Canada! ! ! ! ! ! UK/Europe/Rest of World!
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Rod Clark, Global VP of Marketing! ! ! David Stamp, Chief Executive Officer!
+1-949-370-1189! ! ! ! ! +44-(0)7880 497811!
rod@formatt-hitech.com! ! ! ! david@formatt-hitech.com!
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James Campbell, Head of iOS Application! ! James Stamp, International Sales Manager!
+1-905-580-5601! ! ! ! ! +44-(0)7855-243622!
james@tbz.com! ! ! ! ! ukjames@formatt-hitech.com!
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www.formatt-hitech.com!