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Fujifilm today demonstrated to the world of photographers that they’re not only listening, but they’ve found a way to make point-and-shoot cameras really, truly more profitable for them in ways that Canon, Nikon, and Sony won’t admit that they’re failing on. Yes, it’s real. The company brought their brand new Fujifilm X Half out of the darkness — making it the second new point and shoot announced this year along with the Fujifilm GFX100RF. Like its far larger sibling, this camera is doing something that we’ve never seen done in a point and shoot before. But most importantly, it’s a camera pretty much dedicated to the idea of just having fun.
The Fujifilm X Half is What We Wanted for Years
For several years, I’ve been stating that camera companies need to start looking at watch companies and adapting to the tech world the way that they did. And in a way, Fujifilm is doing that. They realize that not everything needs to be super duper serious — so we don’t need to stare at megapixel charts or look at images at 100%. In fact, I’m really sick of walking into meetings with these companies and seeing 100% crop comparisons and MTF charts. This camera’s presentation didn’t do that. Instead, it was all about diptychs, film simulations, retro stuff, and all about how the designer of this camera was really young.
This camera isn’t meant for content creators necessarily — it’s meant for photographers who’ve wanted something so incredibly different from the monotony of other cameras out there.
It’s JPEG Only
Fujifilm went back to what brands used to do with point and shoot cameras — this shoots JPEGs only. That’s right — there’s no long hours of editing late into the night because you don’t know what you’re doing with the camera. With this one, you’re encouraged to get it right the first time around.
Beyond Film Simulations
There’s a lot more than just film simulations. First off, it doesn’t boast all of the company’s film simulations. But there are special modes that can be applied on top of the images, such as expired film looks. Photographers can also enable light leaks to be used too — and they’ll be completely random. Plus, there’s a special option to shoot with this camera like you’re shooting an actual roll of film. To that end, you won’t be able to see the photos until you’ve shot and developed the roll in-camera. Additionally, there are dipych options and so much more.
The First Vertical Sensor Digicam
Yes, that’s right. Fujifilm took a 1-inch sensor and oriented it into a vertical position. They chose 1-inch because it’s around half the size of APS-C sensors — which dominates in Fujifilm’s camera portfolio. This isn’t an X-trans sensor either. Furthermore, who cares what else it does. It’s all about the image quality and that’s coming from the processor.
The Fujifilm X Half is Only $849.99
This camera will only cost you $849.99. Sure, you could get a Micro Four Thirds camera for that price tag — or even some APS-C cameras. But why bother? Those won’t be cameras with souls to them. This, on the other hand, is incredible unique and can produce images and do things that no other camera on the market can do. It can also print images to Instax printers.
