CineD Fujifilm Manager Interview: GFX Eterna Affordable Premium Cinema Camera and More than Just a GFX100II Rehousing

CineD had another interview with a Fujifilm manager (first interview here).

This time they talk to Yuji Igarashi-san. You can see the video above as well as a quick summary of the interview:

  • Fujifilm calls it a filmcamera and not a cinema camera because of Fujifilm’s heritage
  • this year Fujifilm celebrates its 90th anniversary
  • Fujifilm started with film stock for cinema
  • Fujifilm is in the business since a long time and still makes lots of cinema lenses, so Fujifilm is familiar with the film industry
  • X-T2 was firs 4K capable camera
  • Fujifilm continued to put more features in their still cameras
  • then Fujifilm came with more hybrid cameras
  • GFX100 II is also a hybrid camera where you can switch quickly between stills and video
  • the decision to make a cinema camera was made when the large format GFX100 camera has been used for actual video production
  • Fujifilm started to get lots of feedback from productions to bring a dedicated GFX cinema camera
  • when asked how they are going to market it agains competitors, the Manager says that the main carachteristics and unique selling point of the GFX Eterna is the color reproduction
  • another selling point are the optics, such as the GF32-90mmF3.5
  • another selling point is of course the large format sensor
  • Fujifilm won’t make just this camera and that’s it. Fujifilm is now committed to this product lineup, so Fujifilm will also invest in making more lenses
  • you can use the newly designed lenses like the GF32-90mm, but also all other G mount lenses. There are Premista and Cabrio lenses and then there is also the PL mount adapter coming
  • Pricing: if you look at GFX system, photographers shooting stills and aspiring to shoot medium format, but that was often too expensive and they had to rent it. Fujifilm brought that medium format to a more affordable price
  • Fujifilm wants to achieve the same also with the GFX Eterna [admin note: meaning making it more affordable compared to competitors.]
  • still a premium product, but a more “affordable premium”
  • when asked about concerns that the GFX Eterna is just a rehoused GFX100 II, the manager answers: “One of the reasons why we announced this product so early is that we wanted to get feedback and make sure when we launch it it’s a proper launch so there are no quirks and so. The current GFX100II needs rigs and changes to be used for cinema production. Fujifilm wants to make the workflow as seamless as possible with the GFX Eterna. If Fujifilm would just put the GFX100II in a box, it would not take Fuji 2 or 3 years to develop the GFX Eterna. The reason it takes so long is that Fujifilm wants to make sure they are covering all the points that potential users could be concerned about.

Fujifilm GFX100(S) II Trade-In Bonus in Europe and New Kit with GF35-70mm

There are GFX Trade-In offers spreading in Europe with the purchase of a Fujifilm GFX100S II or GFX100 II. Down below I will share the Trade-In conditions for UK. But make sure to check the conditions in your country.

Maybe even more interestingly, now Fujifilm is offering also a Fujifilm GFX100S II with GF35-70mm kit in Europe. Maybe I’ve missed it so far, but if I am correct, previously you could purchase the GFX100SII only as body only and not bundled with a lens.

There are no kit versions still in USA for the GFX100SII and GFX100II. I hope such an offering will come to the US too at some point.

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Fujifilm Early Fall GFX Deals, or When a $1,600 Rebate on GFX100S is Not Enough

Fujifilm has just launched their “Early Fall” deals.

The list of deals until now is very short. Here it is:

These are basically the same old deals on these items we have since months now.

Look, I own the GFX100S and in theory a $1,600 would be a great deal.

But there is one problem: there is camera out there called Fujifilm GFX100S II, which comes with a new processor and a superior autofocus, a better EVF and overall just a specs bump that I believe is worth the $600 you pay more for it compared to the rebated GFX100S.

The Fujifilm GFX100S (which I own), is still a wonderful camera. That’s why I think Fujifilm should just go crazy with it and offer it at $3,000!

Sure, they might not make a penny out of it, but at such a price, the GFX100S would be a crazy good deal and it would certainly bring lots of new users into the GFX system. Users who’d then buy lenses and eventually upgrade to more modern GFX bodies.

Listen to me, Fujifilm… just do it! Sell it for 3K! You’d see lots of Full Frame users getting tempted at that price ;).

So, at the end, do I recommend to buy the GFX100S at that price?

Well, these might seem a strange answer, considering it comes from a guy who is very happy with his GFX100S. But my answer is “no”. If Fujfiilm listens to me and offers it for 3K, then it would a no brainer to recommend. But as it stands now, if you really want to buy into the GFX system, then the probably best camera to get into it is the Fujifilm GFX100S II, or, if you want the ultimate GFX, then the GFX100 II.

You might be interested in…

GFX Cameras

Fujifilm Developed a Linux SDK for Remote Control of the GFX100 Series when Mounted on a Drone

Supporting infrastructure inspection with a 102-megapixel camera and drone.

Developed a Linux SDK for remote control of the mirrorless digital camera “GFX100 Series” when mounted on a drone

FUJIFILM Corporation (Headquarters: Minato-ku, Tokyo; President and CEO: Yoshikazu Goto) has developed a Linux *2 software development kit (SDK) *3 for remote control of the mirrorless digital camera “GFX100 Series” with a 102-megapixel large format sensor *1 when mounted on a drone . Going forward, the company will begin providing this SDK to drone manufacturers who wish to mount the “GFX100 Series” on their drones *4 . As the first step, the company will collaborate with Autonomy Holdings Inc. (Headquarters: Chuo-ku, Tokyo; CEO: Kenzo Nonami), which develops drones with high flight accuracy equipped with an original autopilot (automatic control function), to begin research and development on high-precision infrastructure inspection by combining Autonomy’s new drone “Surveyor IV” with the “GFX100 Series” using this SDK.

As the deterioration of domestic infrastructure progresses, the importance of inspections for maintenance is increasing. Since there are safety issues when inspecting high places and places that are difficult for people to access, remote infrastructure inspection using a combination of drones and high-resolution digital cameras is attracting attention. However, infrastructure inspection requires high accuracy to clearly distinguish 0.1 mm cracks, and drone inspection requires capturing as wide an area as possible in one shot to shorten flight time. The
GFX100 series, equipped with a 102-megapixel large format sensor, can capture ultra-high resolution images when combined with a dedicated interchangeable lens. Since it can clearly capture cracks and other defects with a wide angle of view, it reduces the number of shots by about 40% compared to a camera equipped with a 61-megapixel 35mm image sensor, thereby shortening inspection time. In addition, the cameras generally installed on drones tend to be expensive because lightweight dedicated models are used. On the other hand, the latest model in the “GFX100 series,” the “FUJIFILM GFX100S II,” weighs a total of approximately 1,273g when combined with the “FUJINON Lens GF35-70mmF4.5-5.6 WR,” making it extremely light for a camera equipped with a large format sensor with over 100 million pixels, and therefore can be mounted on a drone as a consumer camera system. It offers overwhelming cost performance compared to drone-specific cameras equipped with the same sensor.

By using the Linux-compatible SDK that we have developed, drone manufacturers can develop camera control software that meets their own specifications, making it possible to remotely control Fujifilm’s ultra-high-resolution digital cameras from their own systems.

*1 An image sensor with a diagonal length of 55 mm (43.8 mm horizontal x 32.9 mm vertical), approximately 1.7 times the area of ​​a 35 mm format sensor.
*2 An OS widely used in industrial fields such as infrastructure inspection.
*3 Official name: “FUJIFILM X Series and GFX System Digital Camera Control Software Development Kit.” This is a library that enables software developers to develop application software that remotely controls Fujifilm’s digital cameras. It enables remote control of Fujifilm’s “X/GFX Series” digital cameras, including the “GFX100 Series.”
*4 The product will be provided to manufacturers in Japan before other companies. The timing and terms of provision will be discussed individually.

No Fujifilm GFX100R Currently Under Development? A Huge Mistake and a Future Idea

We recently reported that the Fujifilm GFX100R (or any GFX50R replacement) is currently not under development.

And as we told you already, the best thing I can say is that at this point I believe it is currently debated inside Fujifilm if the line should continue at all (or not).

So today I’d like to speculate about the Fujifilm GFX100R, because I think Fujifilm would do a huge error if they’d axe the line.

So I hope this article (and especially your comments) will motivate Fujifilm to keep the GFX-R line going.

And in case Fujifilm needs it, I’ll share also a GFX-R mockup created by Aperture Value (video below).

In the mock-up he refers to it as a potential fixed lens GFX camera. But that’s not relevant for the purpose of this article.

What is relevant for us in his mock-up is:

  • the hybrid viewfinder
  • Retro Controls

I want kindly ask Fujifilm to make a Fujifilm GFX100R that is basically a medium format X-Pro, with hybrid viewfinder and retro controls.

I think it would become a huge success, especially considering that no other modern Fujifilm GFX cameras offers retro controls or a hybrid viewfinder, and as such, it would be the one camera people would grab if they’d want medium format image quality in a vintage package.

So, dear Fujifilm. Don’t hesitate. Do it! And take our money.

Fujifilm Firmware Updates for GFX100II and GF55mmF1.7

Fujifilm has released firmware updates for the Fujifilm GFX100 II and the Fujinon GF55mm f/1.7.

These are not the two main updates we are waiting for, which are:

You can find all the details about today’s firmware below.

Firmware Details

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It’s All About the Latest and Greatest: Fujifilm X100VI, X-T50, GFX100SII, GF500mm, XF16-50mm Review Roundup

Today we are going to cover the latest and greatest gear launched in 2024 in this dedicated roundup.

We will cover the Fujifilm X100VI, the Fujifilm X-T50, the Fujifilm GFX100SII the Fujinon XF16-50mm and the Fujinon GF500mmF5.6.

Written Reviews

Video Reviews

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Fujifilm Film Simulations Beat All the Rumors about X-E5, XPan TX-3, X-T50, GFX100SII and Fixed Lens GFX – Top 10 Articles of May

May was a month rich in interesting rumors. So it is definitely worth to check out our top 10 articles for May.

But interestingly, no matter how big the rumor was, the most clicked article was the one about the new film simulation website.

This shows how much interest there is for it and how well Fujifilm does to focus on them as far as marketing goes and also to try new ways to push them, such as the dedicated film simulation dial on the Fujifilm X-T50.

  1. Fujifilm Launches Dedicated Fujifilm Film Simulation Website
  2. Fujifilm X-T50 Price and Main Specs Leaked
  3. Fujifilm Could Release This Unique Digital Camera in 2028
  4. Fujifilm X-T50 Full Specs and Images Leaked
  5. Fujifilm to Release This All New Digital Camera in 2025
  6. SURPRISE: Fujifilm X-T50 Coming with an All New Dial
  7. Fujifilm X-E5: The Truth!
  8. This is the New Fujifilm X-T50 Film Simulation Dial – VOTE: Better Drive or Film Simulation Dial?
  9. Size Comparison: Fujifilm X-T50 vs X-T5, XF16-50 vs XF18-55, GFX100S vs GFX100SII
  10. EXCLUSIVE: This is Fujifilm’s New XF Telephoto Prime Lens Coming in 2024!

Don’t miss…

Fujifilm X-T4, X-H2 and GFX100II Extended Spectrum Infrared Cameras Appear Inside Official Fujifilm XApp

You might remember how back in 2023, BHphoto shortly listed a Fujifilm X-T4 extended spectrum on their website.

BHphoto later on removed the X-T4 IR saying it is now discontinued.

But now the whole story gets another twist.

A fellow FR-reader looked at the files of the latest Fujifilm XApp and hidden somewhere between the myriad of folders he found the following three cameras listed:

  • Fujifilm X-T4 Extended Spectrum
  • Fujifilm X-H2 Extended Spectrum
  • Fujifilm GFX100 II IR

So, why is Fujifilm putting these cameras inside their Fujifilm XApp? Are they maybe soon going to release special IR versions of them?

It would not be the first time, as we already got the Fujifilm X-T1 IR version once.

I think it would be great idea to breath new life into the Fujifilm X-T4 by launching a dedicated IR camera.