Abstract: In a die cutting press, a registration system for successively positioning a die unit in predetermined relationship to defined areas of an elongated material includes servomotors or the like for moving the die unit in a direction transverse to the path of travel of the material, and for rotating the die unit relative to the material. At least one camera is provided for receiving images, and is focused on predetermined locations relative to the die unit corresponding to predetermined positions of indicia included on the material adjacent each of the defined areas. Alternately, a prism or the like may be fixed to the die unit for directing an image from a region of the die unit toward the camera, the region including a preset location of the die unit corresponding to the position of an indicium when the elongated material is in the desired position relative to the die unit. Where a prism is employed, a reference indicium may be provided thereon which appears within the directed image received by the camera.