FUJIFILM AUSTRALIA ANNOUNCES NEW FUJIFILM X HALF CAMERA

SYDNEY, 22 MAY 2025 – FUJIFILM Australia announces the launch of the "X half" compact digital camera, the newest model in the X Series, which uses Fujifilm’s unique colour reproduction technology to produce exceptional images with a compact, lightweight camera.

Inspired by half-frame cameras, the X half offers new opportunities for creative expression and captivating photographic experiences.

The “X half” features a rear LCD monitor, in line with the sensor’s orientation, making it ideal for vertical shooting and movie recording at a 3:4 aspect ratio. The "2-in-1"^*1 feature allows users to combine two still images or movies into one composition in-camera, providing richer storytelling capabilities than single images.

The optical viewfinder evokes the feel of film cameras, recreating and improving upon distinctive rendering capabilities. The camera features Fujifilm’s popular "Film Simulations" and "Grain Effect", which reproduces the unique grain texture of film photos, along with new filters such as light leak and halation, to provide users with a wide range of creative options.

The “X half” is a classic camera with a lightweight design and compact body, weighing 240 g^*2. Its compact size and easy-to-use touch controls on the rear LCD mean that you are ready to shoot anywhere, anytime.

The new dedicated “X half app” will also enhance the user experience for viewing, sharing, and printing. The camera pairs with Bluetooth mobile devices allowing you to transfer still images and movies to your smartphone, enjoy various viewing formats, and send images to the instax™ Link series smartphone printers^*3.

The “X half” has introduced the "Film Camera Mode" to simulate the nostalgic experience of film photography, inviting you to rediscover the magic and excitement that once felt lost. As you view subjects through the optical viewfinder, pull the frame advance lever on the camera’s top plate after each shot, and digitally develop images through the dedicated "X half app”.

The "X half" offers everyone the joy of photography.

“The X half is truly pushing the boundaries of what Fujifilm can do as an imaging company. With the look and feel of a traditional half-frame film camera, but the internals and technology that come with digital imaging, this new camera is bound to bring more smiles to its users”, said Shaun Mah, General Manager of the Electronic Imaging & Optical Devices Division of FUJIFILM

“With the introduction of the X half, we want to show our users that the feelings of nostalgia should not be a distant memory but should be embraced and shared by all. The new filters, such as light leak and expired film, will add to those feelings. The new dedicated X half app will make sharing your creations easier than ever before. There are two sides to every story, and I am looking forward to seeing what our users create with the new 2-in-1 mode”, Shaun added.

^{*1 A composition created by dividing a 3:2 screen in the centre and placing 3:4 vertical still images/movies on both the left and right sides to create a photo composition or movie composite.}

^{*2 The weight includes a battery and a memory card.}

^{*3 Compatible models: instax mini Link2™, instax mini Link3™, instax SQUARE Link™, instax Link Wide™}

Fujifilm X half Product Features

New opportunities for creative expression with the “X half”

• The X half features a 3:4 aspect ratio rear LCD monitor and optical viewfinder for vertical composition. It can take vertical still images and movies, which are commonly taken with smartphones.

• The X half features a 1-inch back-illuminated sensor and a 32mm F2.8 (35mm equivalent) prime lens, providing clear image quality in a compact, lightweight design. The focal length is identical to that of a one-time-use camera「QuickSnap」, allowing "QuickSnap" enthusiasts to enjoy shooting with a familiar angle of view.
• You can easily create 2-in-1 images in-camera by combining vertical still images and movies with a winding up of the “frame advance lever”. You can also create 2-in-1 images ^*4 with your favourite still image combinations through the dedicated "X half" app. The app enables simple and intuitive editing, including changing dividing line colours and sizes or swapping left and right images.
• The “X half” is equipped with 13Film Simulations^*5 that provide many different colour expressions, including "REALA ACE" to combine faithful colour reproduction with dynamic tonal expression. This enables you to select specific photo films for different subjects and scenes.

^{*4 Creating 2-in-1 images that include movies is only available in-camera, not with the app.}

^{*5 X half does not provide PRO Neg. Std, PRO Neg. Hi, ETERNA BLEACH BYPASS, MONOCHROME, or MONOCHROME Ye/R/G.}

Provides new shooting experiences and joy inspired by film photography

• The “X half” incorporates three new filters inspired by film photography: "Light Leak", "Halation", and "Expired Film". Allowing you to enjoy the unique expression of a film in a digital camera, as well as eight popular filters from the instax™ series.
• The “X half” features the "Grain Effect" which adds natural grain to the entire image to create film-like textures. Various film grain textures can be applied to change the texture of still images and movies.
• The “X half” is also equipped with a new "Date Stamp" function, making it possible to imprint dates in the bottom right of images and movies like film photos.
• The “X half” features a "Film Camera Mode”, recreating film photography in the digital era. By selecting a film simulation and number of shots at the start, you cannot review images until all shots are taken^*6. Winding up the frame advance lever on the camera’s top plate after each shot enables the next shutter release. After taking the selected number of shots, transfer the image data to the new dedicated "X half app” to digitally develop, view, edit, and share the photos you have taken. Contact sheets are also saved after digital development.
• The new dedicated "X half app” will allow users to view still images and movies as if appreciating a gallery or album, directly upload images to social media, print to an instax™ Link series ^*7, and order photo products ^*8. The "X half" offers the joys of shooting, viewing, sharing, printing, and creating.

^{*6 The Film Camera Mode can be cancelled at any time by double-tapping the sub-LCD monitor. When cancelled, obtain images captured up to that point by transferring image data to the X half app.}

^{*7 Images taken in Film Camera Mode cannot be printed directly through the X half to an instax™ Link series.}

^{*8 This service will launch in Japan and expand globally in 2025.}

Compact and Authentic Product Design

• The "X half” features a lightweight 240g body that doesn't require extra lenses, offering a convenient size and weight perfect for everyday use.
• The product design maintains the high quality of the X Series while ensuring ease of use. It reproduces the appeal of classic cameras, providing an aperture ring, frame advance lever, and other controls to deliver a satisfying tactile experience that captures the essence of traditional analogue photography.
• The “X half” has a new interface operated by swiping and flicking on the two rear LCD monitors. Smooth touch operations allow the user to intuitively change shooting settings and film simulations, providing comfortable operability in a compact body.
• The camera’s optical viewfinder captures scenes exactly as you see them, allowing you to shoot up to 880 frames and immerse yourself in photography all day without worrying about battery life.

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