FUJIFILM ANNOUNCEMENT- GFX100

FUJIFILM ANNOUNCEMENT- GFX100
May 2019, Carl Garrard

Just a little news if you haven't heard already. Today Fujifilm officially announced the GFX100, which further strengthens the foundation they are laying on the camera market. Yes, this is an impressive announcement no matter how you slice it, and it's such an engineering achievement. I don't think I need to even get into whether or not it's a camera I'm interested in, I already know who the intended customer is. They know who they are too. What I do want to get into, is how I see what a camera announcement like this makes Fujifilm appear to look like as a camera maker in comparison to all the others. Fujifilm, if you haven't noticed, have quite the impressive resume lined up when it comes to being a serious camera maker. The GFX100 addition just made it stronger. When photographers look at a camera maker, they think about an investment. The stronger and more capable the camera maker, the more professionals flock to the company. That's how it works. If you are going to send a signal to the market that you are in it to stay, in it for the professional, then an announcement like the GFX100 is yet another signature in blood on a contract of loyalty to its faithful, and new found professional customers. I'll let the press release speak for the rest after a few quick words.
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When I opened my inbox today, I saw an email from my friends at Fujifilm. After all the rumors, the concrete announcement. Thanks guys! I bet they are all excited to see the reactions to this announcement. I would be if I worked at Fujifilm.

Many professional studio photographers are abuzz today, reading over this announcement, and thinking about the current gear they use in their studios. I'm still counting the amount of my-jaw-dropped-on-the-ground emails I've received already from my Fujifilm friends. This announcement from Fujifilm is .... incredibly impressive to say the least, but impressive in such a way that makes yet another argument for the company being a photographic giant to contend with. Not that they needed another argument, but it can't hurt to keep sending that signal.

Today, Fujifilm used a bullhorn to address the photographic community. That said, I'll leave you all to the press release and leave you to your own thoughts and reactions.

Stay Focused.

-Carl Garrard

Cool trick Fujifilm. 

FUJIFILM INTRODUCES THE GFX100, A GAME CHANGER IN DIGITAL CAMERA TECHNOLOGY AND CAPABILITY

-100+ megapixel sensor in a 55mm diagonal length large format offers highest resolution in the history of mirrorless cameras

-Fast, accurate autofocus with the world’s first phase detection system, 4K video capability, and in-body image stabilization in a large sensor format1.

1 First for a camera with image sensors larger than the 35mm full-frame format .

Valhalla, New York, May 23, 2019 – FUJIFILM Holdings America Corporation today announced the upcoming release of its flagship GFX100 mirrorless digital camera, incorporating a newly-developed 102 megapixel (MP), 55mm diagonal length large format image sensor that is designed to deliver image clarity and capability previously unheard of in the photography and video industries.

The GFX100 features several ‘world firsts’ for a large format camera with an image sensor larger than the 35mm (full-frame) format: including its 102MP back-side illuminated sensor (BSI), in body image stabilization (IBIS) and on-board phase detection hybrid auto-focus (AF) with near 100% coverage. In addition to pioneering features, the GFX100 is fully equipped with Fujifilm’s unparalleled color reproduction technology and film simulations. Resulting from years of research and technological innovations, the GFX100 will provide photographers with exceedingly high-quality imagery and best-in-class camera responsiveness for filmmaking and photography in a simple-to-use large format system with a growing selection of lenses.

Offering large-format video capability, the GFX100 is the world’s first mirrorless digital camera with an image sensor of this size to offer 4K, 30p video recording capability (4:2:2 10-bit). These groundbreaking features make the GFX100 a camera of unparalleled innovation and versatility, fulfilling photography’s intrinsic mission of capturing and recording precious moments that may never be repeated with the utmost image quality.

Resolution Redefined: World’s First 100 MP BSI CMOS Sensor in a Mirrorless Camera

The GFX100 pairs a newly-developed back-illuminated 102MP CMOS imaging sensor with Fujifilm’s blazingly fast X-Processor 4 processing engine to create a combination capable of outputting 16-bit images with amazing color fidelity, rich shadow detail, and incredible dynamic range. Its back-illuminated structure promotes crisp image quality by bringing the exposure plane in extremely close proximity to the color filter array, which results in ultra-low noise levels and a native ISO of ISO 100.

Noteworthy Stability When It Matters: World’s First Five-axis IBIS in a Camera Featuring an Image Sensor Bigger than the 35mm Format

High-resolution image sensors require high-level stability to ensure image sharpness. With built-in 5-axis image stabilization, GFX100 users are reassured that vibrations won’t interrupt the capture process. The function offers up to 5.5-stop image stabilization (when using the GF63mmF2.8 R WR lens)2. The entire shutter unit is suspended with four springs to minimize the effect of shutter shock. This dramatically broadens the scope of situations where a user can hand-hold the camera and still enjoy the world of 100MP+ ultra-high resolution, pushing the boundaries of photographic expression.

2 Based on CIPA standard. Pitch/yaw shake only. With GF63mmF2.8 R WR lens mounted.

Practical Auto-Focus for Large Format: World’s First On-Board Phase Detection Hybrid AF with approximately 100% Coverage

Compared to traditional medium format digital systems, the GFX100 raises the bar in AF performance by utilizing phase detection pixels across the sensor to help photographers obtain focus wherever they choose to position their subjects in the frame. With 3.76 million phase detection pixels, at approximately 100% coverage, near perfect auto-focus performance with speed and accuracy is now a reality for photographers needing optimum performance in subject tracking, face/eye detection and low-contrast environments. The effect is particularly notable when using fast prime lenses, achieving speed improvement of up to 210% over the conventional contrast AF system used in GFX 50R.

Pushing Creative Boundaries for Filmmakers: Large Format Camera with 4K video at 30p

With a sensor size of 43.9mm x 32.9mm, the GFX100 supports filmmakers in achieving their creative visions. The new sensor and processor combination support 4K video recording at 30p with a unique cinematic look. It’s now a breeze to explore shallow depth-of-field, wide tonal reproducibility and extra high ISO sensitivity, producing high-quality video footage with detailed textures while reproducing three-dimensional definitions and even capturing the atmosphere of the scene. With the ability to apply Fujifilm’s highly respected Film Simulations (including ETERNA cinema film simulation mode), record in F-Log Rec 2020, and capture 4:2:2 10-bit uncompressed footage through the HDMI port, GFX100 should certainly be coming soon to a screen near you.

Dust-resistant, Weather-resistant, Lightweight and Highly Robust Magnesium Alloy Body with Integrated Vertical Grip

Maximizing its use for even the toughest conditions, the GFX100 has weather sealing in 95 locations across the camera body and detachable EVF to ensure an exceptionally high level of dust and moisture resistance. Photographers will have the opportunity to capture moments in even the most remote locations as the GFX100 can maintain reliable operation even under tough natural conditions.

Although it sports a large image sensor, the GFX100’s body is equivalent to that of a flagship 35mm full-frame DSLR camera in terms of dimensions (6.15” (W) x 6.44” (H) x

4.05” (D), measuring 1.93” at the thinnest part) and weight (approx. 3 lbs. including two batteries, memory card and EVF).

Designed for protection, the GFX100’s core imaging unit, consisting of the lens mount, image stabilization mechanism and image sensor, has been structured completely separate from the main body panels. This “double-structure” is designed to ensure a high level of precision and robustness while minimizing resolution degradation caused by external stress to the body. To maximize usability, the GFX100 incorporates a vertical grip, enabling effective use of in-body space.

Advanced Color Reproduction Technology, Delivering Astonishing Quality in Stills

The combination of the newly-developed image sensor and the fourth-generation X-Processor 4 processing engine means the camera supports the 16-bit RAW capture requested by many professional photographers seeking files that tolerate heavy post-processing. The GFX100 also features the newly-developed “Smooth Skin Effect” function, which automatically smooths the skin tone of the subjects, as is often performed in portraiture. It allows the photographer to skip a portion of post-processing work so that images captured with this function can be finished at an extremely high level of perfection, faster.

The GFX100 will be the flagship model of the GFX Series of mirrorless cameras, which have garnered strong praise from professional photographers and photo enthusiasts for their use of 55mm large format image sensor, measuring 55mm diagonally (43.8mm x 32.9mm) and providing approximately 1.7 times the area of the regular 35mm full-frame sensor.

The GFX100 digital camera body will be available on June 27, 2019 at a suggested retail price of USD $9,999.95 and CAD $13,299.99.

For details of product support and other information please visit https://fujifilm-x.com/en-us/special/gfx100.