Fujifilm Australia unveils retro-inspired digital camera

Fujifilm Australia has announced the release of its new compact digital camera, the X half, designed as an addition to the X Series lineup.

The X half is aimed at young creatives, those who appreciate nostalgia, and new users of Fujifilm cameras. It incorporates features reminiscent of classic film cameras, including a manual frame advance lever, date stamp, and a dedicated "Film Camera Mode". The camera is designed to provide a retro experience for users while offering digital convenience.

The model introduces 13 film simulations and 12 spot-effect filters, with the addition of new filters such as "Light Leak", "Halation", and "Expired Film". These features are intended to evoke the visual style of analogue photography. The camera's vertical shooting capability allows users to combine two images or videos, or a combination of both, on a single frame, enabling new methods of creative storytelling.

Weighing 240g, the X half houses a built-in 32mm F2.8 lens, removing the need for interchangeable lenses or additional gear. It is fitted with a 1-inch CMOS sensor and an optical viewfinder, complemented by a rear LCD monitor with a 3:4 aspect ratio, providing practical controls for vertical image and video capture.

The product also debuts the X half app, designed for gallery-style photo browsing, sharing, and printing from mobile devices. The app pairs with the camera via Bluetooth and enables easy transfer of images and videos, as well as direct printing with compatible smartphone printers in the instax Link series.

The camera's design pays homage to traditional half-frame film cameras and introduces the "2-in-1" feature, permitting users to blend two still images or videos into a single composition within the camera. This feature, according to Fujifilm, enhances narrative potential compared to single-image formats.

The inclusion of Fujifilm's "Grain Effect" and the new filters add to the tactile and visual experience, while the camera's controls—such as the aperture ring and lever—recall classic camera handling. According to the company, this approach is meant to provide a satisfying tactile experience and evoke analogue photography.

The X half's app enhances viewing with options to experience images as in a digital photo album or gallery setting. Users can further edit images in the app, change effects, and share creations directly to social media platforms or print them with Fujifilm's printer devices.

The "Film Camera Mode" introduces a photographic process reminiscent of analogue film use. Users choose a film simulation and set a shot limit before shooting. Image review is restricted until all shots are completed, mirroring the delayed gratification of traditional film. Images are subsequently transferred to the X half app for digital development, editing, and sharing.

The camera's 32mm F2.8 lens matches the focal length of Fujifilm's QuickSnap single-use camera, catering to fans of the format. With a battery capacity allowing up to 880 frames, the X half is intended for everyday use without significant concern for recharging during the day.

The optical viewfinder captures scenes in real time as seen by the user, while the dual rear LCD monitors are navigated by swipe and flick gestures, enabling users to adjust settings and simulations intuitively.

"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," Shaun Mah, General Manager of the Electronic Imaging & Optical Devices Division of Fujifilm Australia, said, speaking about the new camera.

"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," Mah said.

The recommended retail price for the X half is AUD $1,349. The camera is scheduled to be available for purchase in June 2025.