Fujifilm is about to change the way we think about cameras—with a twist that’s so obvious, you’ll wonder why no one did it sooner. A vertical half-frame digital camera, inspired by film classics but built for the social-media age. Here’s why this little camera might just be the most brilliant idea Fujifilm has had in years.
When I first heard rumors that Fujifilm was developing a digital half-frame camera with a 1″ sensor that is mounted vertically, plus a vertically-oriented LCD screen, I thought it could be interesting, but I didn’t really grasp the significance of it. The more I sat with the idea, the more I realized that this camera will be a game-changer. It’s a brilliant move that taps deep into both photographic tradition and modern needs. It’s a camera that looks back and forward at the same time, while firmly fitting in with current trends.
First, let’s talk about the sensor orientation. Instead of the typical horizontal orientation, the sensor itself is vertical. In today’s world, vertical is king for short-form video (Instagram Reels, TikToks, YouTube Shorts). Even websites and blogs are increasingly favoring vertical imagery—whether stills or video—because most people view them on their phones. Our cellphones have been teaching us to see vertically for over a decade. Fujifilm recognized an obvious truth: if a large segment of the population is shooting vertical most of the time, why not design a camera that’s naturally optimized for it? I think it’s just a matter of time before we see longer-form videos in the vertical format, and maybe even televisions and computer monitors orientated tall (or perhaps in a plus shape) in a few years. Vertical is the future, and the future is now; however, the tech industry has been a little slow to embrace this—perhaps because it upends 137 years of motion picture and nearly a hundred years of television norms.
But it goes deeper than just trendy vertical videos. This camera harkens back to the classic half-frame film cameras of the 1960s, ’70s, and ’80’s, such as the Canon Demi, Olympus Pen F, Konica Recorder, and many others. Just within the last couple of years, the Kodak H35N and Pentax 17 have been analog hits. These cameras shoot two vertical frames on a standard 35mm negative (hence the term “half-frame”), allowing photographers to get twice the number of exposures per roll. Diptychs—two frames that work together as a pair—encourage creativity, storytelling, and experimentation. Fujifilm is embracing this with their upcoming X-series camera. Digital diptychs will be an invitation to think differently, to see differently. It’s not just about creating one great shot; it’s about how two moments side-by-side can create greater meaning.
The elephant in the room is the sensor size. A 1″ sensor is not the same size as a half-frame of 35mm film; actually, APS-C is pretty much half of full-frame. A 1″ sensor is basically half the size of APS-C, so it could be thought of as half-frame compared to APS-C. I think the camera will be more the spirit of half-frame than the technical definition, which will drive some people nuts. While there are some current cameras with a 1″ sensor—such as the Sony RX100 VII—it’s not all that common nowadays, and might be thought of as less-than-capable. For diptychs and vertical videos, it will be more than enough, and I don’t think it will be a point of contention for most people. Plus, the smaller sensor size allows for a more compact design. In other words, it might be a camera you’ll actually take everywhere, and not collect dust because it’s inconvenient to carry.
With the sensor orientated vertical, it just makes sense that LCD screen will be vertical, too. No awkward wrist contortions needed when composing tall shots. No fighting against a UI that’s stuck thinking horizontal. Once again, Fujifilm is demonstrating that they understand how people actually shoot—obviously not everyone, but a large segment of the population, for sure. This will be an obvious camera for social media content creators considering an upgrade from their cellphones.
With the rumored ability to lock in a Film Simulation Recipe for a specified number of shots (probably 12, 24, 36, 48, and 72, but I don’t know for sure), this camera will provide an analog-like experience unlike any other. It reminds me of the “wrench” that Peter McKinnon mentioned a couple of years ago. It’s this blending of retro with modern that perhaps seems unnecessary, but might actually be refreshing. And cool.
Some might say this camera will be too niche, but I think it’s visionary. In a world flooded with generic lookalike cameras chasing megapixels and meaningless specs, Fujifilm is daring to make a model that’s fun, soulful, and vintage-yet-forward-thinking, that’s perfectly suited for how we share our lives today. When this camera is officially unveiled, it will become an instant classic, I’m confident in that prediction. It’s a genius move that is perfect for this new era of vertical-first content creation. Aside from that, it’s retro and pocketable, which are quite trendy right now.
A vertical format certainly has a role to play in photography, but I seriously doubt that it could be considered “the future”. Many of the vertical shots one sees online would clearly be better if shot in landscape mode and their prevalence probably has more to do with laziness and ignorance of composition than any preference for the portrait format. The vertical format does not suit action shots, because action usually takes place laterally, and, inevitably pointless for landscape, unless the focus is on some foreground feature like a solitary tree. No doubt a camera like this will find a niche market, but “the future” – no way. Any moderately serious amateur photographer will prefer having the option of switching the camera vertically.
People are already shooting vertical by the billions. Worldwide, nearly 7.5 billion people own a cellphone with a camera. Most of these people are shooting vertically—both stills and video—for the majority of their shots. Especially the younger generations, who rarely use the landscape orientation on their phones. So there’s a massive untapped market for a more serious camera (than a cellphone) that is also orientated vertically. This could potentially sell more copies than the X100VI, maybe by a lot.
People shooting vertical has nothing to do with laziness or ignorance, btw. This year I’ve received two prints from amazing photographers that are hanging on my wall right now: both are vertical. Personally, I gravitate towards landscape and find it more natural for me, but that should not dismiss vertical orientation.
Will Fujifilm be able to build enough to meet demand? Fujifilm has failed to do so with the X100V and VI.
Fujifilm delivered as many X100VI’s in one year as they did any previous X100 model over their entire lifecycles. That’s incredible, and not enough people are acknowledging that or giving credit where credit is due. So it’s not that they didn’t try, it’s just that the demand was and is so much. Fujifilm has already made and delivered more X100VI’s than X100V’s… and yet some people are still waiting a long time for their cameras. It’s possible that the X100VI could become the most-sold camera of all time, it will be interesting to see. The demand was indeed historic and unprecedented. I do think there’s a chance that they could catch lightning in a jar twice with this upcoming camera, as I don’t think a lot of people yet recognize the profoundness of it.
Square is always best.
Square gives you options, for sure. I don’t know that anyone makes a square sensor currently, though. Would be interesting to see Sony make a square sensor with dimensions the same as APS-C width.
And then a square monitor for photographers, PLEASE!
Just so long as they make them taller to be square, and not less wide, I’m on board with that.
Hopefully now that Fujifilm will be using a 1” sensor we will get a real successor to the X30 within a year.
It might be that Fujifilm sees this as an X30-type successor. I’m not really sure.
I hope not. X10-X30 had zoom lenses and this Half Frame will have a fixed focal length.
I get what you’re saying. I heard a couple of off-hand comments from Fujifilm employees about the X-M5, that it was a successor to the X70. I completely disagree with that, of course, but it made me think that there must have been some internal communication stating something to that effect. So if the X-M5 can be seen by Fujifilm as a follow-up to the X70, then this camera can be seen as a follow-up to the X30, even if it quite obviously is not. I hope they don’t view it that way, but it wouldn’t surprise me if they did.
I think it’s a camera that makes a lot of sense.
To start, a 1″-type sensor with Fuji’s colors and film sims that’s quite compact and fits into a pocket is a really tempting camera in itself. Not that the x100 line is big camera, but the size saving compared to an X-Pro or X-E camera is meaningful but not that huge (particularly if going with the 27/2.8 and not the 23/2). Truly compact digicams have been on a bit of a resurgence after dying off hard a few years ago. So far, so good.
Then enter the vertical sensor. Hrm. I think, given the context, it’s a brilliant decision. Whatever camera you’re holding, it’s not that hard to turn it the other direction. But the natural orientation of a camera is going to make a difference, it’ll influence the default compositions. Going out with this camera is going to feel a bit different, lead you to look at the world from another angle. And that’s actually pretty meaningful, I figure.
For a lot of folks, it’s hard to get out too far, travel and see new things. Always great, but the time for it can be hard to squeeze in. I think that’s part of where Gear Acquisition Syndrome comes from; we’re mostly in the same place, often can’t get out for more than a few hours at a time, and the world around our homes doesn’t change that much. So we need to change ourselves (and that’s not always easy).
A new lens offers a different perspective (quite literally, often!). The vertical orientation does that, too. Again, easy to change, but when you’re walking about with an [X-Half], particularly in diptych mode, that’ll lock you into a new way of seeing, just for an hour or two. It’s not technically hard to accomplish in post or with another camera, if you go through the effort, but the natural inclination of the camera is going to make that mental shift a lot easier. The Pentax 17 has been a propulsive camera for me. It’s helped me want to shoot. I don’t feel like the half-frame “saves film” compared to a standard 35mm SLR because I’m often shooting twice as much over the same distance, the same span of time.
To that end… this is why Fuji really needs to optimize the X-Pro4 for 65:24 shots (and 6:17! I often forget that Fuji made a fantastic 120 film panoramic camera as well as the TX-1/XPan, and that’s worth celebrating, too). Keep the standard APS-C sensor for practicality* but tweak a few things about the shooting experience for the panoramic crop. Perhaps give it an extra wide viewfinder, so that it’s more natural to shoot this way. Add the aspect ratio dial. Release with a minor refresh for WR of the 14mm f/2.8 and 18mm f/2 lenses. Make it so that when you pick up this camera, you want to shoot a pano, and the camera helps you compose for it.
And then, when you’ve taken something like the X-Half out for a walk, the next time you go out with your standard X-Mount camera, it also feels fresher. My gut says that this isn’t a camera to replace an existing Fuji, but a supplement, they want to sell you both, and might accomplish that goal.
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* Look, if it’s a standard APS-C 13.5mm high but 2-4mm wider than normal to use up as much of the image circle as possible when the pano format is going to crop out the corners anyhow, I think that’d be sweet. A little extra, but not overboard. Going outside of standard X-Mount lenses doesn’t make sense. A GFX-Mount camera with a pre-cropped sensor also doesn’t make sense–that’s why the GFX100RF uses a normal sensor!
This definitely will not be a camera to replace someone’s X-T5 or X-H2 or any other model, but 1) as a companion for the unique and enjoyable experience it offers (which you so well explained) or 2) as someone’s first camera aside from their cellphone. Some research I found online said that in 2024 nearly 7.5 billion people worldwide photographed or videographed with a phone—that’s a huge segment! The majority of those photos/videos were in the vertical orientation. If Fujifilm can convince 0.01% of those people to buy this camera, it would be Fujifilm’s most-sold camera of all time by a significant margin. Obviously, they don’t need to convince nearly that many to have a wildly successful product, and I think it could be an excellent gateway into the system for them. My gut says that this will be a massive success, just because timing is everything, and it’s a nearly perfect time for this camera. If released five years ago, I’m sure it would have done alright, but not nearly so well as I suspect it will being released now.
Every different way of looking at things is a good thing for our imaginations. I am having a blast shooting my GFX50R in square 1:1 format, which is the most coverage I can get out of the manual FF Voigtlander and Zeiss lenses I am using. And I added an old Hasselblad equipped with new Nons Instax square film backs to shoot instant film square too! Square squared!! Looking at the world in a different format is refreshing. I don’t have many lenses that cover the full 33x44mm of the 50R sensor (two actually), so it spends most of its time in 1:1 square or 65:24 panorama modes, vastly different ways of looking at things.
I sometimes shoot my GFX100S II in 1:1 or 65:24, and it’s both challenging and refreshing. I think those restraints are positive for creativity. Thanks for the input!
I think it’s a camera that makes a lot of sense for social media. However, I would prefer it to be fully analogue. I understand why they designed it this way, but I hope that in the future we’ll see a film camera from Fujifilm. Although I agree with Ritchie that the vertical format is very relevant today, I don’t believe it will replace the horizontal format. This is mainly because we, as humans, see the world horizontally—our field of vision and the way we process visual information are naturally aligned that way. That’s why I think the social media format won’t replace the traditional one, even though vertical video is undeniably important and has changed how we consume content on our phones.
Unfortunately, Fujifilm seems to moving away from analog, except for their Instax line. The film department (again, except for Instax) seems to shrink a little each year. With the resurgence of film photography, you’d think that the opposite would happen. So, yeah, it would have been really cool if Fujifilm made a 35mm film camera (half frame or not), but sadly it seems as though they are moving away from analog photography (aside from Instax).
As far as whether vertical will replace horizontal… you are right, it won’t. But… vertical videos are the most consumed among the younger generations currently. Vertical photos are the most common orientation among the younger generations. So it’s not so much that vertical will replace horizontal, only that it is already quite prominent, and will continue to become more so in the near future. So a camera that caters to this makes so much sense.
Greetings!
In what bayonet or thread should Fuji produce an analog camera, in your opinion?
M42 or L39 or Minolta SR.
Or start producing their own new line of lenses?
Or should they build autofocus?
When you write why Fuji shouldn’t start producing… – are you looking a little wider?
@Vladimir Of the 30 or so full-frame manual lenses I am currently using, 20 are in Leica M-mount, 7 of which are converted from Leica thread mount (L39). Plus 4 in Fuji X mount and 7 in Nikon F-mount. M-mount adapts easily to just about anything, and there lots of new and old lenses to choose from. If you want manual focus. For auto focus Canon would be a better bet.
Lenses are obviously a major factor, and a few different approached could be taken. The most likely would be fixed-lens. Existed mounts, like M42 or L-Mount or even the old Fujica-mount (now that would be interesting), could also be options.
The analog cameras I’d love to see from Fuji are essentially the lenses and exposure systems of Instax cameras, but with 135 or 120 film. The body of an Instax Mini, but shooting 120, is a nice step up from what a Diana or Holga would be. Sure, it’s mostly just fixed focus, and a flash-based autoexposure system, but that can be a lot of fun.
Meanwhile, the 1-2 punch of an Instax Square with an ultrawide 42mm lens (to get the same field of view as the venerable and expensive Hasselblad SWC), but also a 135 film panoramic camera with the same lens. I’m fine with a basic plastic lens, and while it’d be a far cry from a TX-1, it’d be a heck of a lot nicer than a Lomo Sprocket Rocket.
However, if Fuji is really getting out of making non-Instax film, there might not be a huge point.
I’m going exactly the opposite direction, adding Instax backs to really good (not plastic lens) cameras. Nons Instax square backs are really nice on old Hasselblad V cameras, though the Zeiss lenses are way over-kill for Instax film. I am also putting together a Mercury Camera plastic 3D printed 6×9 camera with their Instax wide back. And looking at the Lo-Fi Instax backs for Mamiya Universal Press cameras. Both of the last two can use any Mamiya Press lenses, which are very good, way beyond any plastic lenses. Again, overkill for Instax film, but better than the other way around, I think. All of these cameras can use 120 roll film in regular graflok film backs, by the way, and there are a few 135 film panoramic custom builds as well. So you can go either way, or both.
@Larry Adams – I’d love to shoot a Nons back on a Hasselblad 500 or SWC. The core problem is being able to afford a Hasselblad. There are cheaper options to be sure using cones and large format lenses (or just Mamiya Press), but they’re also still kinda big.
I’ve got a Chroma Six12, with a Fuji 125mm lens for it, but it can still be quite a faff to use, and scanning the 120 film is a pain. I suppose scanning Pano 135 is always going to be a pain, too.
A lot of these are great cameras, can take great pictures, to be sure.
And yet… Something analog cheap and simple, fairly compact, akin to one of their plastic cameras, but with an ultrawide lens… I think that could be a hit on it’s own.
@ the BitterFig. I came across a nice 2000FCM for under $500 and could not pass it up. Bargain lenses and gear from KEH help, but a Hassy is still no cheapy to build. The Mercury plastic medium format (less than $200) is in the mail right now, as is a $100 Mamiya Press lens. If it works out, I will try the Mercury Instax wide back (unfortunately not cheap!).
Yeah, I totally agree with you, Ritchie. Vertical format is definitely prominent, especially among younger generations—nobody can deny that! Let’s see what happens with this X-Half; I’m quite curious about it anyway.
P.S. It’s so sad that Fuji isn’t interested in 35mm film cameras 🙁
I think Fujifilm’s diminishing interest in analog photography (aside from Instax) is a missed opportunity. Maybe there’s more to it that I just don’t understand, but it seems like they let a boat sail away without them.
Well I concure fully with you Ritchie. Brilliant idea 💡
I like very much Fujifilm to experiment and be bold.
It changes from the other brands. Quite refreshing.
It’s a pitty thought they stopped their compact line like the XQ2 which I still have and use. Really nice very pocketable camera with a X-Trans sensor (got the Chrome film simulation).
From Fujirumors, the size of X-Half will be less the X30 / X-M5.
Definitely more little but not as pocketable as XQ2 (which has a zoom that opens at f1.8 but a 2/3′ sensor). And the half get an OVF…
With my GFX 50R and much more so my GFX100RF (which I love you to use), I’m really interested by this X-Half and how/what Fujifilm will implement and bring with it (like the simulation or aspect ratio dials).
The aspect ratio possiblities on GFX and the dedicated ratio dial on the GFX100RF do help a lot to change ways of looking/shooting.
Square and panoramic are my favourites but vertical one is cool to use in certain situation / composition.
I like tho use vertical shooting to experiment, so having a dedicated camera for it, why not 👏 It will sell definitely (I hope so).
I’m looking forward to try it out if Fujifilm got a sample to test and the Fujikina Brussels event is only 2 days after the X-Half official announcement. I hope they will have. Will cool to test it right away after it’s announcement.
What’s the point, as the idea behind half frame was to make shooting film less expensive in the 1960s with cameras like the Olympus Pen F, Pen FT,Pen EE, Canon Dial 35 .. etc.
A digital “half frame” makes no sense because you can shoot 1000s of shot on an SD card and still shoot diptychs to your hearts content.
M43 cameras are small and fit the bill nicely compared to yet another offering.
Don’t get me wrong, I love the Fuji cameras that I have, but I wouldn’t be buying one .. For shear size and capability I would choose an M43.
First, it’s presumably going to be 20mp. Compared to the 40mp X-Trans V cameras, the files will be half the size, and take up less space on the SD Card. Not the same as a roll of film, but somewhat equivalent nonetheless. Second, the camera will be the cheapest entry into the Fujifilm X-series, so it will indeed be a way to make shooting less expensive, albeit in a divergent way than the Pen F (etc., etc..) did in the 1960’s. So, if you squint your eyes just right, it’s surprisingly similar. Definitely not 1:1, but it’s not hard to see the similarity.
I’m not aware of any digital camera that offers in-camera diptychs. From a quick Google search, this will be the first to offer that. Photography in-general—with the Fujifilm community leading the charge—has been moving more towards in-camera rather than in-post.
In my opinion, the main point of this camera, though, is the vertical-first experience. Gen Z (and you see this in Gen A, although they’re still quite young) is primarily making vertical videos and photos, thanks to cellphones and especially TikToks, Reels and Shorts. Younger Millennials could also be grouped in with this. For these people, a vertical-first camera makes so much sense.
As far as the size, the Panasonic DC-GF9/GX850 and DC-GF10/GX880 are the closest, although still slightly larger, and that’s not including the lens on the M43 camera. The Panasonic DMC-GM1 is smaller, but (again) not including the lens; however, that camera paired with the 14mm f/2.5 lens is probably the closest M43 comparison. It’s quite old, though (12 years now). It would be interesting if Panasonic released a new version of it.
While the half frame/ diptych is a fine photographic concept, I think everyone is missing the importance of the video usage. While many use their smart phone in portrait mode, an equal amount if not more shoot video in that aspect ratio. This camera is aimed at the TikTok and INSTAX crowd and while it will also appeal to general photographers and gear heads. The renewed popularity in point and shoot cameras found in parent’s drawers is what this aims to satisfy. If the screen swivels and it has a microphone port then that demographic will become more obvious especially if the price (tarriffs allowing) is competitive or less than Sony, Canon, DJI, Insta 360 and GoPro products. All in all, I think Fujufilm have combined several use scenarios into a potentially clever product,
I think there is a ton of potential for this camera.Thanks for the feedback!
Given that Fujifilm’s bread and butter is APS-C (well, ignoring the fact they make most of their photo money from Instax), a vertical 1″ chip is literally the closest thing the could offer that is 1/2 frame in the Fujifilm universe.
At least until we make some serious genetic modifications to ourselves, vertical video is not taking over. It will remain a smartphone thing, but keep in mind what that entails. For photos, it doesn’t even matter all that much. For video, the vertical format goes with the three minute or less video short, which is right on target with the attention span of typical mobile users. A feature film shot vertically? Sure, some comedian may do one, just as they’ve shot “films” on phones, but like the phone shots, largely a gimmick. Because it only plays on phones, whereas traditional cinematic videos okays on all devices.
And really, half frame was the past for a good reason: it was created to deliver compact cameras that shot photos at half the cost, twice the shots per roll. Half frame was simply the only practical way to do that… And retain a traditional camera body, anyhow.
I quite like that Fujifilm are taking a risk and trying something different. In general terms most cameras are pretty similar these days and innovation is lacking from manufacturers.
This also looks fun. IF they get the pricing right then this could be a good gateway to people that have an interest in photography, but want to take the strip up from a smartphone.
I suspect it will be very successful (and also scoffed at by so-called “serious” photographers). I do think it will be fun. And it will be the most affordable entry into the X-series, aside from some used models. Thanks for the comment!