FUJIFILM North America Corporation, Imaging Division, announced the launch of its new INSTAX SQUARE SQ40 instant camera (SQ40), a new additional to the INSTAX SQUARE lineup of instant cameras. Fujifilm has also introduced a new INSTAX SQUARE instant film variety, “Sunset”, featuring a variety of film borders with soft color gradients designed to be reminiscent of a serene peaceful sunset.

“Consumers love our INSTAX MINI 40 instant camera, so expanding the line to also include a SQUARE format option just made sense,” said Bing Liem, division president, Imaging Division, FUJIFILM North America Corporation. “Not only can INSTAX fans now have another instant camera with a classic look, but they can also now enjoy the SQ40’s large, square image area.”

Key SQ40 Features Include:

Automatic Exposure function: The SQ40’s Automatic Exposure function automatically senses the level of ambient light when the shutter button is pressed, optimizing the shutter speed and flash output according to the scene. It allows even novice INSTAX instant camera users to take photos that are automatically adjusted regardless of interior or exterior conditions, producing high-quality photos on-the-spot.

Selfie Mode for quicker and easier selfies: Users can activate Selfie Mode, perfect for taking selfies and close-up shots, by simply twisting the lens after powering the SQ40 on. Using this mode to take amazing selfies and close-ups is incredibly easy and convenient.

New Film Variety Introduced: Also accompanying the launch of SQ40 is Fujifilm’s launch of the new INSTAX Square “Sunset” variety of instant film. The design of this new square format instant film is inspired by the gentle graduation of the colors in the sky during a sunset. As with all INSTAX SQUARE instant fill varieties, Sunset will be available in a single pack with 10 exposures.

INSTAX MINI EVO Now Available in Brown: Fujifilm is also pleased to introduce brown as a new color for its FUJIFILM INSTAX MINI EVO hybrid instant camera (MINI EVO) product line. Initially introduced in 2021 in a black camera body, MINI EVO’s unique hybrid format combines the excitement and satisfaction of traditional instant cameras functionality with the capabilities of digital imaging technology to select, share, and store specific images. Paired with INTAX MINI instant film, MINI EVO creates high-quality prints directly form the camera. Images can also be printed from a paired Smartphone camera roll using the INSTAX MINI EVO Smartphone App.

Pricing and Availability: Fujifilm’s INSTAX SQUARE SQ40 instant camera will be available at a manufacturer’s suggest retail price of $149.95 USD ($189.99 CDN) and is expected to be available for purchase by the end of June 2023.

INSTAX SQUARE Sunset instant film is also expected to be available by the end of June 2023 at a manufacturer’s suggested retail price of $15.75 USD ($16.99 CDN) per pack (10 sheets).

Fujifilm’s INSTAX MINI EVO hybrid instant camera in brown will be available at a manufacturer’s suggested retail price of $199.95 USD ($249.99 CDN) and is also expected to be available for purchase by the end of June 2023. 

On May 4, 2023, Fujifilm North American Corporation’s Electronic Imaging and Optical Devices Divisions announced they had earned top honors in a variety of award categories as part of their presence at the 2023 National Association of Broadcasters Show (NAB Show), which occurred April 16-19, 2023, in Las Vegas. This official awards program recognized some of the most significant and promising new products and technologies showcased by exhibitors at the NAB Show.

The NAB Show Product of the Year Awards are divided into three categories – Create, Connect, an Capitalize. Winners were selected by a panel of industry experts and announced in a live awards ceremony at NAB Show on April 18. To be eligible for an award, nominated products had to come from companies exhibiting at the 2023 NAB Show and be available for delivery within the 2023 calendar year.

Fujifilm was named a winner in the following areas of the awards’ “Create” category:

Cameras: FUJIFILM X-H2 Mirrorless Digital Camera

Remote Production: FUJIFILM X-H2 and X-H2S Integrations for frame.io Camera to Cloud

Camera Support, Control, and Accessories: FUJINON Duvo HZJ25 – 1000mmF2.8-5.0 CineBox PL Lens (Duvo 25-1000)

Fujifilm also won BEST OVERALL in the Create category for DUVO 15-1000.

“One of our overarching goals is to make the creation process as seamless as possible for content creators, whether their speciality is broadcast, cinema, still photography, or any other visual medium,” said Victor Ha, vice president, Electronic Imaging and Optical Devices Divisions, FUJIFILM North American Corporation.

“With the new products and workflows we introduced this year at the 2023 NAB Show, we’re confident we have achieved exactly that; letting creators focus on what they do best – creating. Being recognized for products and technology that makes it easier for people to get out and create is a true honor, and for products from both divisions to be included makes this even more special, especially as the synergies between our two Divisions continue to expand. We are so appreciative of the recognitions and encourage you to stay tuned for what’s coming next!”

“During our centennial year, NAB continues to recognize the products that are transforming how content is being created, connected and capitalized throughout the broadcast, media and entertainment industry,” said NAB senior vice president and chief customer success officer Eric Trabb. “Congratulations to Fujifilm for winning multiple 2023 NAB Show Product of the Year Awards, demonstrating its ability to help storytellers face the challenges of the present and future by revolutionizing a critical stage of the content lifecycle.

About the Winning Mirrorless Digital Camera

FUJIFILM X-H2 Mirrorless Digital Camera

The world’s first APS-C camera to enable 8K/30P Apple ProRes internal recording, FUJIFILM X-H2 takes content creation to the next level. Packing features including its back-illuminated 40.2MP X-Trans CMOS 5 HR sensor and the highest resolution in the X Series lineup in both stills and videos

FUJIFILM X-H2 and X-H2S Integrations for frame.io Camera to Cloud

With the frame.io Camera to Cloud integration for FUJIFILM X-H2S and X-H2 cameras, users with the FT-XH file transmitter accessory will have the ability to use their paid Adobe Creative Cloud subscriptions – and any active internet connection – to deliver any combination of still or video files to Frame.io, directly from the camera. This will accelerate production workflows and create opportunities to remotely collaborate in near real-time by providing centralized access to still and video assets as they are being created – even across multiple users.

FUJINON Duvo 25-1000

A new category of lens, the development of which was first announced in October 2022, Duvo 25-1000 is a native PL-mount box lens that combines broadcast functionality with beautiful token, delivering a cinematic look to live, as well as scripted, productions. Duvo 25-1000 utilizes innovative optical design technology to achieve a maximum aperture of F2.8 and 40x zoom ratio.

This ultra-high zoom ration lens is compatible with the large sensors of digital cinema cameras, yet provides a brightness of F2.8 at the wide angle. Not only does it enable filming in low light environments such as indoor concerts or nighttime events, but the shallow depth-of-field creates the bokeh that delivers the highly-sought-after cinematic look.

FUJIFILM North America Corporation announced the availability of its new, ground-breaking FUJINON Duvo HK25-1000mm F2.8-F5.0 PL Mount Cinema Box Lens (“Duvo 25-1000”). As noted in Fujifilm’s prior October 2022 development announcement, this native PL-mount cinema box lens achieves a zoom ratio of 40x and a telephoto focal length of 1000mm, the highest combination of magnification and telephoto reach available to date for large cinema censors. Fujifilm North America Corporation expects to begin shipping initial orders of Duvo 25-1000 to its customers later this week.

Duvo 25-1000 is the first in Fujifilm’s new “Duvo” series of cinema lenses. Duvo 25-1000’s ability to provide telephoto filming with high magnification makes it suitable not only for sports broadcasts and live concerts, but also for movies, commercials, and other production users.

“In actively observing and gathering feedback from professionals about the emerging world of cinema-sized imagers in live production, our customers helped us identify a very clear need for a long and fast cinema lens that can produce cinematic results in a live production environment,” said Stosh Durbacz, national sales manager, Optical Devices Division, FUJIFILM North America Corporation. “With a pedigree that hails from the highly respected FUJINON PREMIER Series, Duvo 25-1000 provides production with unmatched flexibility and reach while producing the highly sought-after cinema look to live audiences.”

Duvo 25-1000 deploys a dual-format system that supports two single sensor sizes: a large format sensor size and a traditional super 35mm sensor. Duvo 25-1000’s use of Fujifilm’s newly developed 1.5x expander shifts the focal length of the telephoto side, enabling super telephoto image capture of 1500, (1000×1.5) Duo 25-1,000 enables filming with the same field of view in both formats and produces rich image expression by taking advantage of the camera’s cinematic look.

Camera operators can operate Duvo 25-1000 in a setup specialized for live broadcasting, since existing FUJINON box lens’ focus / iris / zoom features can also be remotely controlled by connecting to compatible wireless lens controllers. Duvo 25-1000 also features Breathing Compensation Technology, ensuring the subject framing does not change during focusing, helping to ensure natural-looking images.

To maximize portability, the upper grip of Duvo 25-1000 is designed to be slightly longer than conventional box-type broadcast lenses. As a result, it can be lifted stably near the center of gravity. In addition, a new lower grip has been integrated to improve portability.

Fujifilm will exhibit Duvo 25-1000 at booth C5725 at the 2023 NAB Show, the world’s largest international broadcast equipment exhibition, to be held in Las Vegas April 15 to April 19, 2023.

Fujifilm will continue its efforts to enhance the world of cinematic image expression by expanding its lineup of lenses that employ its dual-format system to accommodate two large sensors.

FUJIFILM North America Corporation, Imaging Division, announced the introduction of its INSTAX MINI 12 Instant Camera (MINI 12). Following in the footsteps of the popular INSTAX MINI 11 Instant Camera (MINI 11) launched in 2020, MINI 12 brings a new look and enhanced features for instant photographers, including parallax correction capabilities, automatic flash control, and a convenient multi-function twist lens.

With an airy, cloud-like and almost “inflated” design/look, MINI 12 carries over the main features of MINI 11, including Close-Up Mode and Auto Exposure adjustment capabilities, but also adds the new Parallax Correction feature, in which the camera’s viewfinder aligns with the lens when using Close-Up Mode, minimizing object shifts, to produce a centered photo.

MINI 12 also features automatic flash control, which optimizes image quality in bright or low light situations. The lens structure is designed to provide intuitive steps both for powering the camera on/off and for accessing the popular Close-UP Mode with a simple twist of the lens.

“The INSTAX Mini 12 instant camera features a unique new design and a variety of appealing new color options,” said Bing Liem, president, Imaging Division, FUJIFILM North America Corporation. “It includes many of our customers’ favorite features from the prior MINI 11 model, along with some new advancements that are sure to enhance our users’ photographic experience. We’re always impressed with the incredible creativity of our consumers, and we can’t wait to see what they will create with the MINI 12!”

INSTAX UP! Smartphone App Debuts

The FUJIFILM INSTAX team also announces the launch of its free, downloadable INSTAX UP! Smartphone App, designed for INSTAX users to digitally scan, import, organize, and store their photos in one place, regardless of which INSTAX instant film, camera or printer product they use.

With the INSTAX UP! Smartphone App, INSTAX users can:

• Scan their INSTAX photos and store them digitally in one place
• Organize their photos by category/list views for easy locating
• Easily share stored photos and collections via social media or text
• Import photos from other INSTAX Apps (the INSTAX MINI LINK App or the INSTAX LINK WIDE App, for instance) into the INSTAX UP! App
• Coming soon, INSTAX users will be able to use the INSTAX UP! App to stay informed about the latest INSTAX updates, tips, and other creative content.

“Solutions like our INSTAX UP! App keep our consumers connected, engaged and informed,” said Ashley Reeder Morgan, vice president, Consumer Marketing, FUJIFILM North America Corporation. “INSTAX UP! will enable our users to organize, archive, and share their INSTAX photos with ease, helping preserve their special memories and inspiring them to create more.”

Colors, Pricing, and Availability

The FUJIFILM INSTAX MINI 12 instant camera will be available in Blossom Pink, Mint Green, Clay White, Lilac Purple, and Pastel Blue. It is expected to be available around mid-March, 2023 at a Manufacturer’s Suggested Retail Price of $79.99 USD and $99.99 CAD. For more information, please visit https://www.instaxus.com/cameras/instax-mini-12.

Fujufilm Corporation is pleased to announce the launch of the hybrid instant camera “instax mini Evo” (mini Evo), which supports card-size films. The new “mini Evo” is a flagship model of the “instax” series of instant cameras, which allow users to enjoy photo prints on the spot. The new “mini Evo” launched in stores in Japan on December 3, 2021 and in the other countries and regions from December or later.

With a hybrid instant camera, users can review photos captured on the device via the LCD monitor on the rear panel of the camera and choose images they want to print. This convenience has led to global popularity of Fujifilm’s hybrid instant cameras including “instax mini LiPlay”. The new “mini Evo” is a hybrid instant camera that features more advanced functions, operability, print quality and apps than ever before.

Versatile shooting effects available on the “mini Evo” can be freely combined to deliver 100 combinations of effects for users to express and convey their emotions through instax prints. The new model, designed with a premium and classical touch, is the first instax camera equipped with a print lever, lens dial and film dial. These allow users to choose shooting effects with the dials and print by pulling the lever, offering the joy of creating photographic arts with analog operations.

To be released on the same day is the mini-format film “Stone Gray,” which has a gray frame accentuated with metallic silver to give off a sense of luxury, adding an exquisite touch to photos taken with the “mini Evo.”

The “instax” series of instant cameras, launched in 1998, is affectionately called “Cheki” in Japan, where it has enjoyed wide popularity for over 20 years. Today, it is sold in over 100 countries and regions around the world, including Europe, the United States, China and Southeast Asia. It has been globally embraced as a communication tool or a tool of self expression for its ability to capture those precious moments in life in the form of photo prints, and convey emotions that go with them.

The “mini Evo” comes with ten lens effects including “Soft Focus” and “Light Leak” as well as ten film effects including “Monochrome” and “Retro.” These two types of effects can be combined freely to create 100 different shooting effects so that users can express their emotions through instax prints. Furthermore, resolution of exposure*1 has been doubled compared to the previous models to achieve greater print quality. The “instax-Rich” mode for rich colors and the “instax-Natural” mode for softer touch can be also chosen according to personal preference
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The camera’s main body sports a classic design with a sense of luxury. The use of silver coating on its body results in sophisticated presence. The print lever, lens dial and film dial are designed with attention to the finest details including operation sound to create an operational feel similar to analog cameras.

Using the smartphone app “instax mini Evo” will significantly broaden the enjoyment of photography with instax. The “DIRECT PRINT” function allows the use of the “mini Evo” as a smartphone printer, printing pictures taken with a smartphone. The app also has the “SAVE PRINTED IMAGES” function for the first time, allowing users to save a photo, printed with the “mini Evo,” in a smartphone as an image decorated with an instax frame, making it possible to share pictures with popular instax frames on social media with ease.

Fujifilm Corporation is pleased to announce that its premium compact digital camera FUJIFILM X100V has won the Bronze Award in the International Design Excellence Awards (IDEA) 2021, organized by the Industrial Designers Society of America (IDSA). The ultra-short-throw projector FUJIFILM Projector Z8000 and the instant camera “instax SQUARE SQ1 has been chosen as the finalists.

The IDEA is an international design award program established 1980 by the Industrial Designers Society of America (IDSA). It is considered as one of the world’s three major design awards alongside Germany’s “iF Design Award” and “Red Dot Design Award.” The IDEA carries out evaluation of entries based on strictly defined criteria including design innovation, user benefits and social impact, and presents Gold, Silver and Bronze awards.

The development of a variety of products and services, Fujifilm pursues functionally and performance, while also striving to achieve design that takes maximum advantage of functional excellence. In the latest IDEA Awards 2021, the company has one Bronze Award with its premium compact digital camera X100V out of some 1,600 entries submitted from around the world.

Fujifilm has won the Awards for three straight years, following the win with the portable X-ray system CALNEO Zair (Bronze) in 2019 and the wins in the ultra-short-throw-projector FUJIFILM PROJECTOR Z500 and image-stabilized binoculars FUJINON TECHNO-STABI TS-X 1440 (both Gold) in 2020.

In addition to creating beautiful external designs, Fujifilm is working to create new product value by developing designs that realize simple and comfortable operability and portability.

Premium compact digital camera “FUJIFILM X100V”

The FUJIFILM X100V is a premium compact digital camera that combines the back-illuminated 26.1MP “X-Trans CMOS4” sensor and the high-speed image processing engine “X-Processor 4” with Fujifilm’s proprietary color-reproduction technology to enable capturing high-quality stills and videos in “memory colors,” vivid colors exactly as people remember.

The camera features the Advanced Hybrid Viewfinder, allowing users to instantaneously switch between the optical viewfinder (OVF) and electronic viewfinder (EVF) in pursuit for the traditional photography style of “shooting through the viewfinder.” The use of the tilting rear LCD monitor and dials on the top plate enables intuitive operability and gives the camera body the sophisticated design that exudes functional beauty.

Fujifilm is pleased to announce that the FUJIFILM GFX50S II will be released in late September 2021 as the latest addition to the GFX Series of mirrorless digital cameras incorporating the large-format sensor approximately 1.7 times larger than a 35mm full-frame sensor.

The GFX50S II is equipped with the 51.4MP image sensor and the powerful in-body image stabilization (IBIS) mechanism in a compact and lighthearted body weighing approximately 900g, Its high-performance AF, based on the use of a high-speed image processing engine, gives the camera a excellent mobility.

The GFX50S II is a mirrorless digital camera that allows more people to enjoy the photographic world of ultra-high image quality, achieved by the large-format sensor’s rich tonality and ability to render the background out of focus beautifully.

Fujifilm released the FUJIFILM GFX 50S in 2017 as the first model in the GFX Series of mirrorless digital cameras and has since expanded the lineup to pioneer a market for mirrorless digital cameras using a image sensor larger than a 35mm full-frame sensor. The GFX Series has won high acclaim for its image quality and mobility from professional photographers and photography enthusiasts.

The latest GFX50S II, to be released this time, in a mirrorless digital camera equipped with the 51.4MP sensor in a compact and lightweight body weighing approximately 900g. It has a larger light-relieving area per pixel than digital cameras with the 35mm full-frame sensor, producing rich tonality and clear images with minimal noise even in low-light conditions.

Combination of its high resolution capabilities of capturing the finest detail and beautiful bokeh achieved with the ability to deliver a shallow depth of field creates three-dimensional definitions on the subject.

The camera has a powerful five-axis IBIS mechanism that provides up to 6.5 stops of anti-shake advantage to compensate for camera shake during hand-held shooting and minimize motion blur in low light or in settings where a tripod cannot be used. The use of the high-speed image processing engine “X-processor 4” and the latest algorithm adds extra performance to AF, attaining focus on the subject quickly and accurately.

The GFX50S II is a mirrorless digital camera of excellent mobility with an image sensor larger than a 35mm full-frame sensor, rewriting the previous standards for digital cameras. When mounted with a compact and lightweight kit lens FUJINON Lens GF35-70mmF4.5-5.6 WR, the camera produces superior-quality images in a broad range of shooting situations.

Fujifilm is pleased to announce the launch of the FUJINON Lens GF35-70mmF4.5-5.6 WR in November 2021. It will be a new addition to the lineup of interchangeable GF lenses designed for GFX series of mirrorless digital cameras, incorporating the large-format sensor, approximately 1.7 times larger than the full-frame 35mm sensor.

The GF35-70mmF4.5-5.6 WR covers the most frequently-used focal length range from 35mm in wide angle to the standard 70mm (equivalent to 28mm-35mm format), producing premium-quality images in a wide variety of situations.

It is the most compact and lightest in the GF zoom lenses to provide excellent portability. The highly portable form factor will broaden the scope of applications for GFX camera systems, including the FUJIFILM GFX50S II mirrorless digital camera.

The new GF35-70mmF4.5-5.6 WR lens has a focal length range from 35mm to 70mm (equivalent to 28mm-55mm in the 35mm format) and high resolution capabilities despite being the most compact and lightest in the GF zoom lenses, weighing approximately 390g and measuring 96.4mm (wide-angle end).

The retractable barrel structure, which stores the lens barrel compactly, reduces the length to 73.9mm when fully collapsed for added portability. It would reduce the physical burden even when used as a walk around lens, enabling casual hand-held shooting for snapshots, landscape photography and portraits. The lens can also take a close-up shot of a subject approximately 25cm from the front-most of the lens to accommodate a broad range of shooting situations such as photography of a meal on a table.

The fast, silent and highly-accurate AF system attains focus on a targeted subject smoothly to capture every photo opportunity. The lens has a dust- and moisture-resistant structure and can operate at temperatures as low as 10° C, which enables users to continue shooting in light rain or dusty place.

Fujifilm has unveiled the updated development roadmap for GF lenses, offering basic specifications for lenses to be added to the lineup including an ultra-wide-angle zoom, a large-diameter standard prime lens and a tilt & shift lens. With the 17-lens lineup presented in the roadmap the covers a wide shooting range, Fujifilm will continue to offer the joy of photography using the GFX Series.

Fujifilm is pleased to announce that it will gradually launch FUJIFILM XT30 II in late September 2021. It is a new addition to the X Series of mirrorless digital cameras known for their compact, lightweight body and superior image quality based on the company’s proprietary color reproduction technology.

The X-T30 II renewed the software while inheriting the compact and lightweight camera body, popular with the mirrorless digital camera FUJIFILM X-T30, and delivers an advanced level of AF Speed and precision and image quality equivalent to the X Series’ flagship model, FUJIFILM X-T4. The X-T30 II has also evolved from the previous model in terms of hardware, as seen in the use of a high-resolution 1.62-million-dot LCD monitor on the rear panel. It enables comfortable shooting of high-quality stills as well as a full-scale 4K/30p video.

The X-T30 II is a mirrorless digital camera that features a 26.1MP “X-Trans CMOS 4” sensor and a high speed “X-Processor 4” image-processing engine in a compact and lightweight body that weights approximately 378g to produce premium-quality images. The camera offers a fast and accurate AF system that has the focusing speed as fast as 0.02 seconds and also boasts exceptional quality to track a moving subject. It can autofocus even in near darkness conditions at -7.0EV to accurately capture a subject in nightscape photography or indoor photography with low light.

The X-T30 II comes with a total of 18 Film Simulation modes, including “Classic Neg,” ideal for snapshots, and the low-saturation and high contrast “ETERNA Bleach Bypass” which produces impressive atmosphere. The expanded lineup allows users to enjoy a diverse range of color reproduction styles. The algorithm for “AUTO” mode has been updated to easily produce beautiful pictures by automatically identifying the type of shooting scenes and applying the optimum shooting settings.

Furthermore, the camera features functions that deliver smooth 4K/30p video with rich tonality as well as high-speed full-HD video at 240p, and is fitted with a high-resolution 1.62-million-dot-three-inch tilting touchscreen LCD monitor, helping users capture stills and videos alike with ease.

Fujifilm is pleased to announce the launch of the “FUJINON Lens XF23mmF1.4 R LM WR” (XF23mmF1.4 LM WR) in November 2021. It will be a new addition to the lineup of interchangeable XF lenses for the X Series of mirrorless digital cameras, known for their compact and lightweight design and outstanding image quality based on Fujifilm’s proprietary color reproduction technology.

The XF23mmF.14 R LM WR is a large-diameter wide-angle prime lens with the focal length of 23mm (equivalent to 35mm in the 35mm format). This is an upgrade of the current “FUJINON Lens XF23mmF1.4 R” (the previous model), enhancing resolution capabilities and AF speed while maintaining the fast F1.4 maximum aperture. The new model also boasts advanced usability with its dust and weather resistant construction and the capability to operate at temperatures as low as -10° C.

The XF23mmF1.4 R LM WR is a large-diameter wide-angle prime lens that consists of 15 lens elements, including two aspherical elements and three ED elements, in 10 groups, achieving enhanced resolution capabilities over the previous model. The maximum aperture of F1.4 produces shallow depth-of-field. The newly-adopted nine aperture blades also contributes to natural and creamy bokeh. The highly versatile focal length of 23mm makes it an ideal choice for landscape photography and snapshots.

The minimum working distance of about 19cm provides close-up capability and enables a dynamic framing, capturing the main subject in close-up while keeping vast background into the frame. The lens also uses the Inner Focus system, driven by a newly-adopted linear motor, to deliver fast and highly accurate AF, attaining focus in as fast as 0.04 seconds*1 to seize a decisive photo opportunity. It also boasts advanced usability with its dust and weather resistant construction and the capability to operate at temperatures as low as -10°C.

In addition to the XF23mmF1.4 R LM WR, Fujifilm has today announced the launch of the FUJINON Lens XF33mmF1.4 R LM WR. Including the FUJINON Lens XF18mmF1.4 R LM WR, launched in May this year, a total of three lenses form a new-generation “large diameter prime” series with high resolution capabilities, catering to future advancement in image sensor resolutions.