Cinematic, Atmospheric Photographs — Why Fujifilm is so popular right now

White Bridge across Pond – Charleston, SC – Fujifilm X-E4 & Fujinon 27mm f/2.8 – Pacific Blues Recipe

PetaPixel published an interesting article today entitled The Enduring Desirability of the Fujifilm X-Pro by Jaron Schneider. In the post, Jaron shares that Vogue France published a snippet of an interview with Jisoo from the very popular K-Pop group Blackpink, who discusses the Fujifilm X-Pro3.

Jisoo states, “I bought this camera about three years ago. And the photos came out with a really cinematic, atmospheric look. And the day right after I bought this, the members and I had a magazine photo shoot. So I took photos of all the members that day. Rosé also liked this camera so much that she said, ‘oh, Unni, can I buy this, too?’ Of course! So we have this as our couple camera.”

Rock ‘n’ Roll Guitar – White House, TN – Fujifilm X-T5 & Fujinon 56mm f/1.2 – Classic Amber Recipe

Jaron goes on to discuss the X-Pro3 and the importance and influence of the X-Pro line. I want to go a completely different direction. What Jisoo, Rosé, and the rest of Blackpink liked about the camera was (very specifically) the cinematic, atmospheric look of the photographs. Presumably, she’s talking about camera-made JPEGs—probably unedited (or lightly edited) straight-out-of-camera images. I have no idea if the pictures in question were captured with factory-default settings, or if Jisoo and Rosé are using Film Simulation Recipes. It would be such an honor to find out that they are using some of my Recipes!

The “enduring desirability” of the X-Pro3 and all other Fujifilm cameras is partially the classic body design, which is oftentimes unique among all current camera brands; it’s also partially—and just as importantly—the aesthetic quality of the pictures that these cameras produce. There’s something special about the camera-made JPEGs that’s highly desirable—the color and tonal nuance of Fujifilm’s Film Simulations give the images a finished, film-like quality without post-processing. That’s a big reason why Fujifilm cameras are so popular right now.

Corndog – San Francisco, CA – Fujifilm X100VI – 1970’s Summer Recipe

You might say, “So what? Just because some K-Pop singer likes a discontinued camera, that doesn’t mean anything.” I disagree. The influence will be noticeable. I suspect that this will cause not only a spike in sales of used X-Pro3 bodies, but also Fujifilm products in-general, including Fujinon pancake lenses, since the 27mm f/2.8 is seen on the camera in the interview. Vogue France has nearly 11 million followers on Instagram. Blackpink has nearly 60 million. Jisoo and Rosé have over 80 million each. If even just a tiny fraction of their following is influenced to buy a Fujifilm camera, it will be a lot of cameras. Don’t forget, it was two South Korean television shows that helped make Instax popular.

Fujifilm could help themselves capitalize on this. They should share the interview as much as possible on their channels. In the past they have used Mr. Bean in their advertising, so why not Blackpink? Most obviously, they should fast track the next X-Pro model. It’s really too bad there are not brand-new X-Pro units to buy right now. The timing of all this could have been much better if Fujifilm had something for Jisoo fans to buy. Still, I think there will be a notable increase in interest in Fujifilm cameras because of this interview. Fans of the group will want to achieve that same cinematic, atmospheric picture quality in their own photos. And, of course, with Film Simulations and especially Film Simulation Recipes, it’s very easy to do—not just with the X-Pro3, but with any Fujifilm model.

Cinematic Film — Fujifilm X-T50 (X-Trans V) Film Simulation Recipe

Oysters & Seafood – Denver, CO – Fujifilm X-T50 – Cinematic Film Recipe

This isn’t a new Film Simulation Recipe, but one of the 14 Fujifilm X-T50 Film Dial Recipes that I published in May when the Fujifilm X-T50 was announced. I stated in that article, “It would be absurd to include all 14 versions of this Recipe in the Fuji X Weekly App; even adding eight to the App is too much, but (with hesitation) that’s what I’ve done.” Those eight Recipes—Standard Film, Velvia Film, Astia Summer, Kodak Film, Fujicolor PRO 160C Warm, Superia Negative, Nostalgic Film, and Neopan Negative—are all identical other than the film simulation, and are found in the App.

I left six of the 14 Recipes—Fujicolor PRO Film, Fujicolor PRO 160S, Cinematic Film (which is this Recipe), Reduced Bleach, Monochrome Film, and Sepia Print—out of the App. In the months since, I have had a number of requests to include the Cinematic Film Recipe in the Fuji X Weekly App, so—by popular demand—Cinematic Film is now available on your phone!

Hotel Chelsea – New York City, NY – Fujifilm X-T50 – Cinematic Film Recipe

This Recipe is compatible with all fifth-generation X-Trans cameras, which (as of this writing) are the Fujifilm X-H2s, X-H2, X-T5, X-S20, X100VI, and X-T50. For the X-T4, X-S10, X-E4, and X-T30 II cameras, I recommend setting Color Chrome FX Blue to Strong (instead of Weak). For the latest GFX models, I recommend setting Shadow to -0.5 (instead of -1). For more information on how I setup and use the X-T50 Film Dial Recipes, watch this video (click here). If you don’t have an X-T50 and still want to use the Film Dial strategy, simply add the Recipe to one of your C1-C7 slots, and program a Fn button to activate the film simulation menu. The Cinematic Film Recipe is especially great for taming high-contrast light, for a soft aesthetic, and for after-dark photography.

Film Simulation: Eterna
Dynamic Range: DR400
Grain Effect: Weak, Small
Color Chrome Effect: Strong
Color Chrome FX Blue: Weak 
White Balance: Auto White Priority, +2 Red & -4 Blue
Highlight: -1.5
Shadow: -1
Color: +3
Sharpness: -1

High ISO NR: -4
Clarity: -2
ISO: Auto, up to ISO 6400
Exposure Compensation: 0 to +1 (typically)

Example photographs, all camera-made JPEGs captured using this “Cinematic Film” Film Simulation Recipe on a Fujifilm X-T50:

This post contains affiliate links, and if you make a purchase using my links I’ll be compensated a small amount for it.

Fujifilm X-T50 in black:
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Fujifilm X-T50 in silver:
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Fujifilm X-T50 in charcoal:
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Find this Film Simulation Recipe and over 350 more on the Fuji X Weekly App! Consider becoming a Patron subscriber to unlock the best App experience and to support Fuji X Weekly.

Fujifilm X-T30 & X-T3 Film Simulation Recipe: Cinematic Negative

Rearview Sunset – Phoenix, AZ – Fujifilm X-T30 – “Cinematic Negative”

I went down a pretty deep rabbit hole. I started researching cinematographer Greig Fraser, which led to investigating other great cinematographers, such as Roger Deakins, Rodrigo Prieto, Hoyte van Hoytema, Caleb Deschanel, and several more. I spent quite a bit of time learning about various motion picture techniques. I came to the conclusion that cinematographers often better understand light than many photographers. By “understand light” I mean 1) light qualities, 2) how light is rendered on what it is being captured on, 3) how to use or manipulate light so that it is rendered precisely as intended, and 4) how light affects moods and emotions. Granted, a movie has a whole team of people who’s job it is to control and manipulate the light, but the cinematographer (working with the director) is the one in charge of it.

You might notice when watching a movie that the colors and color cast change from scene-to-scene. The way you respond when viewing a predominately blueish scene is much different than a reddish scene. The colors, among other things, trigger certain responses from the viewers, and cinematographers use this extensively, and often brilliantly. Sometimes it’s quite obvious, and sometimes it’s much more subtle, and you might not even notice unless you’re paying careful attention. If you understand light similarly to a cinematographer, you could do the same thing in your photography.

Twin Blooms – Buckeye, AZ – Fujifilm X-T30 – “Cinematic Negative”

Another thing that I stumbled across is gear. Obviously film and digital have different aesthetics—digital is much easier to work with, especially when it comes to incorporating special effects and CGI, but it can come across as clean, clinical, and soulless. Film has more character and a different feel, but is much more difficult to work with. There are also digital-film hybrid techniques. Whatever method is used will affect the final aesthetic. Some cinematographers like working with modern lenses, and some—like Greig Fraser—prefer vintage lenses because they have more character. Filters are a big part of the process. Color correction filters (to control the light) and diffusion filters (to give atmosphere) are pretty common. I was surprised to learn that some cinematographers like putting water, silicone, dirt, etc., on the filter to dirty them, and some even like shooting through glass (in-between the camera and the subject).

This is probably more than you ever wanted to know, but I think it’s important to understand for this recipe. First, the light you shoot in will affect how pictures are rendered (definitely not unique to this recipe, but worth noting). Cool light will give a cool color cast, warm light will give a warm color cast. You’ll want to think about the light—how it will render—and the mood or emotions you want to convey in your photographs. Second, inspired by Greig Fraser, I used vintage lenses for these photographs, mostly a Helios 44-2. You don’t have to use vintage glass, but I do think it helps to achieve the desired aesthetic. Third, for most of these images (especially if there was a bright light source) I used a 5% CineBloom diffusion filter. What I appreciate about this filter is that it’s quite subtle. The 5% CineBloom filter is not a requirement for this recipe, but it helps give it a filmic look, especially when there are bright highlights, so I do recommend it if you have one.

Stainless Fryer – Phoenix, AZ – Fujifilm X-T30 – “Cinematic Negative”

This “Cinematic Negative” Film Simulation Recipe isn’t modeled after any specific motion picture film, but is more inspired by a generic daylight-balanced cinema film aesthetic after researching a number of different cinematographers. It is compatible with the Fujifilm X-T30 and X-T3 cameras. To use it on newer X-Trans IV cameras (X-Pro3 and newer) plus X-Trans V, set Color Chrome FX Blue to Off, Clarity to 0 (or -2 in lieu of the 5% CineBloom filter), and decide on either Grain size Small or Large. For the X-H1, you can use this recipe if you ignore Color Chrome Effect; however, it will render slightly differently. I used the 16:9 aspect ratio for some of these photographs, but use whichever aspect ratio you prefer.

Eterna
Dynamic Range: DR400
Highlight: +1
Shadow: +2
Color: +4
Noise Reduction: -4
Sharpness: -1
Grain Effect: Weak
Color Chrome Effect: Strong
White Balance: Incandescent, +8 Red & -9 Blue
ISO: Auto up to ISO 6400

Exposure Compensation: 0 to +2/3

Below are all camera-made JPEGs captured using this “Cinematic Negative” Film Simulation Recipe on my Fujifilm X-T30:

Horseplay – Buckeye, AZ – Fujifilm X-T30
Scrabble – Buckeye, AZ – Fujifilm X-T30
Palms Trees – Glendale, AZ – Fujifilm X-T30
Bougainvillea Blue – Buckeye, AZ – Fujifilm X-T30
Crisscross Contrails – Buckeye, AZ – Fujifilm X-T30
Last Light on Rooftop – Glendale, AZ – Fujifilm X-T30
Field 4 – Buckeye, AZ – Fujifilm X-T30
Basketball Boys – Glendale, AZ – Fujifilm X-T30
Coca-Cola Trash – Glendale, AZ – Fujifilm X-T30
Backyard Roses – Buckeye, AZ – Fujifilm X-T30
Twins – Buckeye, AZ – Fujifilm X-T30
Poisonous Shrub – Buckeye, AZ – Fujifilm X-T30
Back of Mailboxes – Buckeye, AZ – Fujifilm X-T30
Spiderweb – Buckeye, AZ – Fujifilm X-T30
Suburban Flare – Buckeye, AZ – Fujifilm X-T30
The Singer – Glendale, AZ – Fujifilm X-T30
Window Dusk – Buckeye, AZ – Fujifilm X-T30
Butcher Shop – Buckeye, AZ – Fujifilm X-T30
Yes, We’re Open – Phoenix, AZ – Fujifilm X-T30
Open – Phoenix, AZ – Fujifilm X-T30
Making Burgers – Phoenix, AZ – Fujifilm X-T30
The Grill – Phoenix, AZ – Fujifilm X-T30
Hotpoint – Glendale, AZ – Fujifilm X-T30
Longest Fry – Phoenix, AZ – Fujifilm X-T30
Open At Night – Buckeye, AZ – Fujifilm X-T30
Redeye – Avondale, AZ – Fujifilm X-T30
CVS – Buckeye, AZ – Fujifilm X-T30
Light on Tree – Buckeye, AZ – Fujifilm X-T30
Bel Air Tail – Buckeye, AZ – Fujifilm X-T30

Find this Film Simulation Recipe and over 250 more on the Fuji X Weekly — Film Recipes App!

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