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.

Fujifilm is pleased to announce that it will gradually launch the “FUJINON Lens XF33mmF1.4 LM WR” in late September 2021. It will be a new addition to the lineup of interchangeable XF lenses designed 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 XF33mmF1.4 LM WR is a large-diameter prime lens with the standard focal length of 33mm (equivalent to 50mm in the 35mm format), offering superior resolution capabilities and the maximum aperture of F1.4. Its silent, fast and highly accurate AF system ensures to capture a photo subject swiftly and accurately.

The XF33mmF1.4 R LM WR consists of 15 lens elements in 10 groups, including two aspherical elements and three ED elements, to achieve superior resolution capabilities for edge-to-edge sharpness. Boasting the maximum aperture of F1.4, the lens allows users to produce high-quality pictures with minimal camera shake and digital noise even in low light conditions. The standard focal length of 33mm (equivalent to 50mm in the 35mm format) makes it a perfect choice for snapshots and portraiture that incorporates a natural sense of perspective.

The XF33mmF1.4 R LM WR uses the Inner Focus system, driven by a linear motor, for fast and highly accurate AF. The resulting silent and smooth focusing is perfect for shooting not only stills but also videos. The highly portable design that weighs approximately 360g, thanks to the compact and lightweight X Mount system*1, offers an outstanding mobility.

In addition to the XF33mmF1.4 R LM WR, Fujifilm has today announced the launch of the FUJINON Lens XF23mmF1.4 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. The development roadmap*2, also unveiled today, revealed basic specifications for a high-magnification zoom and an ultra-telephoto zoom, due to join the XF lens lineup in the future. The lineup of 40 interchangeable lenses, shown in the roadmap, will cover a broad range of shooting conditions, enhancing the joy of photo shooting with the X Series of mirrorless cameras.

Fujufilm corporation is pleased to announce that it will gradually launch FUJINON broadcast portable zoom lenses featuring the newly-developed digital drive unit ‘S10’ (18 models) in June 2021. These lenses are equipped with the S10 to deliver precise zooming and focusing to support remote recording based on a robotic system, which is growing in demand at video production site.

In the conventional production of video contents including television shows in a studio and live coverage of sporting or music events, staff are assigned to each of video cameras to operate them. More recently, robotic systems that support remote operations are increasingly used to meet the needs of streamlining video production and in the midst of growing remote-shooting demand due to the pandemic of the novel coronavirus. In the given trend, the industry is calling for broadcast lenses that are capable of zooming and focusing to suit each scene and meeting the demand of producers even when a robotic system is used for video filming.

The new FUJINON broadcast zoom lenses (18 models) are equipped with the digital drive unit ‘S10,’ developed with the cutting-edge mechanatronics technology. These lenses have improved drive unit response to zoom and focus without delay even during pan broadcast, while enabling ultra-slow and smooth zooming and focusing during live music coverage to deliver expressive video. Remote shooting based on the robotic system thus achieves high-quality video production equivalent to video recording captured with a real videographer’s advanced skills.

These lenses can also output positional information on zoom, focus and even iris which allows the high-precision position detection. This means live video footage can be combined with virtual video in optimum settings, thereby catering to the growing demand for virtual video production.

In addition, enhanced zoom and focus response helps camera operators shoot video exactly as intended even with using with the zoom demand / focus units or when handling the equipment with a camera on the shoulder.

FUJINON lenses by Fujifilm are known for advanced descriptive performance, and used in the production of movies, TV commercials, and live sports coverage across the world. Fujifilm will continue to respond to diversifying needs of broadcast production with its lineup of high-quality and high-function FUJINON broadcast lenses, including the 18 S10-equipped lenses.

Fujifilm Corporation announced that 23 of its products in various business fields including the instax series of instant cameras, the X series of digital cameras and endoscopic diagnosis support function CAD EYE have been awarded the iF Design Award 2021, sponsored by the IF International Forum Design (Hannover, Germany).

Fujifilm sets its highest record with 23 products winning the prestigious award in recognition of not only the products’ beautiful appearance but also their design that achieves advanced performance and excellent operability.

The iF Design Award is a prestigious international design award launched in 1953, and is considered one of the top three global design awards, alongside “Red Dot Design Award” in Germany and “the International Design Excellence Awards (IDEA)” in the United States. This year, there were 9,509 entries from 52 countries and regions around the world.

In developing all of its products and services, Fujifilm not only pursues functionality and performance, but also strives to develop designs that bring out the best of the advanced functionality and performance. Fujifilm will continue to work on creating design that has beautiful appearance and reflects commitment to offering operability for ease of use and comfort, thereby creating new product values.

With attention to design excellence as one of the product values, Fujifilm will continue to develop superior products, encouraged by the honor of having many products chosen for the iF Design Award.

Some of the FujiFilm products that won the award are:

• Mirrorless digital camera “FUJIFILM X-T4”
• Mirrorless digital camera “FUJIFILM X-S10”
• Mirrorless digital camera “FUJIFILM X-T200”
• Digital camera function “Film Simulation”
• Interchangeable lens for X series digital cameras “FUJINON Lens XC35mmF2”
• Interchangeable lens for X series digital cameras “FUJINON Lens XF8-16mmF2.8 LM WR”
• Interchangeable lens for X series digital cameras “FUJINON Lens XF50mmF1.0 WR”
• Interchangeable lens for GFX series digital cameras “FUJINON Lens GFmmF3.5 WR”
• Interchangeable lens for GFX series digital cameras “FUJINON Lens GF100-200mmF5.6 R LM OIS WR”
• Ultra-short throw projector “FUJIFILM PROJECTOR Z8000”
• 4K-compatible broadcast zoom lens “FUJINON UA107x8.4BESM AF”
• 4k-compatible broadcast zoom lens “FUJINON UA24x7.8BERD S6B”
• Focus position demand unit “FUJINON EPD-51A-D02/F02”
• Zoom lens for cinema cameras “FUJINON Premista19-45mmT2.9”