half frame camera

The Fujifilm X half Target Market — Why most get this wrong, and why it matters

Posted on by Ritchie Roesch

There’s been a lot of negativity within the community about the new Fujifilm X half camera. A lot of positivity, too, but definitely a lot of gloom. I think it stems from a misunderstanding of who the camera is for. Understanding better the intended market segment might help to make sense of the camera. I think it’s also important to state that just because a particular model is not for you personally, doesn’t mean that it shouldn’t exist—if it becomes commercially successful (which I’m confident it will be), that is a strong argument that it should indeed exist because it obviously filled a market void, but maybe just not the particular void affecting you. It’s certainly ok to express your opinions about it, but preferably in a kind and constructive way. Not everything I said was positive because in all honesty, not everything about it is roses and rainbows; however, that doesn’t mean the camera is junk. With that out of the way, let’s get into this.

So who is the Fujifilm X half for? In my opinion, there are several primary groups. And just because someone doesn’t fit any of those groups, that doesn’t mean they won’t buy or appreciate the camera. I think this is a polarizing model that is definitely not for everyone, or even for most people. Some of you will love it, some of you will hate it, and that’s ok. This camera isn’t for everyone who regularly reads this website. In fact, the target audience most likely has never heard of Fuji X Weekly, or is maybe only vaguely familiar (but probably not).

One group is those who have recently discovered the joys of film photography, particularly those who have purchased the Pentax 17 or Kodak H35N—but not exclusively those people. Some have a 35mm point-and-shoot from the ’90’s. Some have been using Fujifilm Quicksnap disposable cameras. Film photography has seen a significant resurgence from the younger generation; however, it’s been hindered by the high cost of film and development, and sometimes the lack of availability. A camera that provides a similar experience and even aesthetic, but with the convenience of digital and with a one-time-fee entry point will be appealing to some of these people.

Another group is the digicam lovers. Surprisingly, the number one digital camera brand in Japan in 2024 was Kodak (actually, JK Imaging using the Kodak brand name). They’re selling a ton of cheap digicams that are basically 15-year-old tech and designs. Nobody in the camera world takes this seriously, but it is a sizable demographic. Retro digicams from 15 or 20 years ago are all the rage right now, too. The X half offers a graduation of sorts for those looking for a more premium option.

A third group is Instax users. Instax is the camera division’s money maker much more than the X-series is. Instant film photography is big and has been for awhile, and Fujifilm is king of the hill. At some point one can outgrow Instax; the Evo series is supposed to help with that, but it’s not a big step. So how can Fujifilm convince Instax photographers to take the leap into the X-series world? With a digital camera that offers a simple and analog-like experience with some Instax compatibility, of course!

In my opinion, those are the three main groups. That’s a pretty large umbrella, and you only need a small portion from each to sell a lot of copies. If you are not in one of those groups, you may still find the camera appealing, and might buy and love it (I might be one of those people); however, you’re not necessarily the target market for the X half. What’s fascinating—genius, really—is that this is a potential stepping stone into the system from the bottom. There’s always a lot of discussions about market share, and convincing those from other brands to join the fold. This camera is intended to bring in outsiders, and grow the brand unconventionally yet organically. Then, later, some of these people will buy an X-M5, X-T50, X100VI, etc., as their second X-series camera. I bet thousands get into the system this way.

Unfortunately, some of those who aren’t the target market have been trashing the camera online (not on this website, but elsewhere), and—much worse—speaking harshly of those who might buy it. My estimation is that the majority of sales will come from first-time Fujifilm photographers. I think it will sell fairly well to the existing X-series customer base because it’s a fun concept, but primarily it’s going to be someone’s first dip into the X-series pool. Instead of degrading these folks for liking and buying the camera, we should gladly welcome them into the community. If they have a good experience, they may just stick around for awhile, and that’s a very good thing for the brand and photography in-general. I think we need to be more welcoming and accepting of these newcomers, and not criticize them for making the purchase. I don’t think anyone here is doing that, but I’ve definitely seen it elsewhere, and it’s not healthy. It’s ok if this camera isn’t for you, but it is certainly for someone, and they’re going to absolutely love it.

New: Fujifilm X half

Posted on by Ritchie Roesch

Fujifilm announced a new camera last night called X half. It also goes by the name X-HF1, apparently. This is a 32mm (full-frame-equivalent) f/2.8 fixed-lens compact camera with a vertically mounted 1″ sensor, and is probably the most unique digital camera ever made—or, at the least, it offers the most unique photographic experience in all of digital photography. This isn’t a review, but I did want to give my thoughts on the release.

I haven’t used the camera, or even seen it in-person. I was up late last night watching the announcement and various review videos that were published, trying to figure out what this camera is. Now I’m awake typing this article after less than five hours of sleep, so if there are any typos, please excuse me. I’ve barely started my first cup of coffee. Anyway, Fujifilm released two videos, which I’ve included below.

In the weeks leading up to the release, I published two article about the X-HF1, speculating what it might be. The first was Why the Upcoming Fujifilm Half-Frame Camera is Genius, and I guessed that this was going to be an amazing camera, specifically designed for both a film-like photographic experience and recording vertical videos for TikToks and Reels. The second was What if the upcoming Fujifilm Xhalf is something different?, where I second-guessed my prior article, and wondered if the camera was going to be stripped down, less video-centric, and more Instax than X-series. Well, the X half seems to fall right in-between (maybe closer to the second take), and both articles had some things right and some wrong.

The new camera is intended to produce a film-like experience, and is capable of doing so in a unique way. In Film Camera Mode, you choose your “film” (Film Simulation) and how many frames (36, 54, or 72), and then you shoot through the Optical Viewfinder until the roll is fully exposed, using the frame advance lever in-between shots. You cannot see your pictures until after the roll is finished and “developed” in their new app that is just for this camera. I think this is super cool, and I hope this mode comes to some future camera, maybe the upcoming X-E5. There is a missed opportunity: Fujifilm offers photo printing services, so you should be able to order 4″x6″ prints of your roll of “film” from the new app. It would be so much fun to order prints, then wait until they arrive in the mail before reviewing the pictures. It would encourage people to print their photos, which isn’t done nearly enough nowadays. And it would be a way for Fujifilm to make some extra money on a service they already offer. Maybe they’ll update the app to include this in the future, as it seems like an obvious oversight.

The X half has a 20mp 1″ Bayer sensor, but only uses 18mp because it crops out 2mp to accommodate the 3:4 aspect ratio (the sensor is 2:3). If you want to crop your pictures to 2:3, you’ll lose a little more resolution, but it is still plenty for social media and web use, as well as prints smaller than 16″x24″. It would have been nice if one could choose to use the full sensor and the 2:3 aspect ratio, but with the X-HF1, Fujifilm significantly stripped down the menu and customizations. They made the camera about simplicity, but in doing so you lose out on some of what makes Fujifilm cameras special; namely, you cannot use Film Simulation Recipes with this camera, since you cannot control the various parameters like you can on any other X-series model.

Instead of 20 Film Simulations, this camera only has 13: Provia, Velvia, Astia, Classic Chrome, Reala Ace, Classic Negative, Nostalgic Negative, Eterna, Acros, Acros+Y/+R/+G, an Sepia. It’s too bad Sepia made the cut over PRO Neg. Hi, PRO Neg. Std, and Eterna Bleach Bypass. While you cannot use Recipes, the Film Simulations seem to produce a slightly divergent look than the standard Film Sims, almost as if Fujifilm programmed each with its own Recipe, for what that’s worth. There are also so-called Advanced Filters, including a few new ones borrowed from the Instax Evo cameras.

While the X half does shoot vertical video, the quality seems suspect. I’m sure there are some who will appreciate this and will create some interesting content with it, but it’s a big miss in my opinion. They should have allowed 1080p in the 9:16 aspect ratio so it would have been more useful for social media video creation. The X-HF1 could have been a trendy camera for TikToks, Reels, and Shorts, but I just don’t see that happening with the video implementation. The capability of video-video and still-video diptychs are a bit intriguing, but I don’t think that will catch on as anything more than a passing curiosity. Or don’t included video capabilities at all—I think that would have made a bigger statement (and would have been viewed more positively) than how it was implemented.

So what do I make of the X half? It looks nice. It’s very compact, which is perfect for everyday carry or travel. It’s minimalistic, which can be good. It offers a very unique shooting experience that looks like a lot of fun. It seems like a bridge between Instax and the X-series, and I think it’s fair to consider it more like a very-high-end Instax Evo camera without a printer than a bottom-end X-series model (it’s basically both). It will certainly be a very controversial camera (maybe the most), with perhaps the biggest controversy being the price: an MSRP of $850, which seems high for what it is. Some people are going to love it, and some are going to hate it. I think it will be especially popular with Gen Z and Gen Alpha, who are currently fascinated with classic digicams and film cameras, including half-frame models like the Pentax 17. Me? I applaud Fujifilm for daring to be different, and going way outside the box. I did preorder one last night, but I’m a bit unsure if I’m actually going to like it or not. Now excuse me while I pour that second cup of coffee….

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 half in black:
Amazon, B&H, Moment
Fujifilm X half in charcoal:
Amazon, B&H, Moment
Fujifilm X half in silver:
Amazon, B&H, Moment

Fujifilm Teases the Upcoming Xhalf in New Video

Posted on by Ritchie Roesch

Fujifilm released a new teaser video (which you’ll find below) for the upcoming Xhalf camera, and it is quite interesting, because it showcases camera’s designer. The concept becomes much more clear, even if spoken in vague terms.

First, it starts with clarification: the upcoming camera is indeed X-series. I had wondered if it was going to be X-series, or maybe in the Instax line. Now we know for sure. Perhaps that is an indication that my initial speculation is more likely to be true.

“I personally use both digital and film cameras in various formats,” the product designer states, “ranging from point and shoot to medium format. But specs and tech aren’t always everything. I designed this camera so that you can express yourself in a different way. I hope you will enjoy telling your story with this camera.”

I don’t know if the photos and footage in this video were created using the upcoming camera. Fujirumors thinks that it was, but I couldn’t find anything that says one way or the other. It seems to be, though. The previous teaser video wasn’t, but they also stated that in the description. I think it’s fairly safe to assume that this latest video was indeed created using the new camera, but it’s still a possibility that some or all of it was not.

The photo on the left in the above screenshot caught my attention. It looks a lot like the Fujicolor 100 Gold Film Simulation Recipe. There are some others that can produce a similar look, such as Pacific Blues or Superia Negative (there are a couple others, too), or maybe it’s not one of my Recipes or even a Recipe at all. It doesn’t really mean anything, but I found it interesting nonetheless.

The Xhalf will be announced on May 22 at 1 AM Eastern Time, which is 10 PM Pacific Time on the 21st (just two days from now). I’m pretty excited to learn the specifics about this model, which will certainly be one of the most unique digital cameras ever made. If you are in Los Angeles on the 22nd, be sure to go to the X Summit Experience that Fujifilm is hosting.

What if the upcoming Fujifilm Xhalf is something different?

Posted on by Ritchie Roesch

Fujifilm’s teaser for the upcoming Xhalf

After I published Why the Upcoming Fujifilm Half-Frame Camera is Genius last week, I had some further thoughts about what this camera may or may not be. Did I have it all wrong? What if the Xhalf isn’t what I am expecting? Perhaps it is an entirely different concept.

I’m not suggesting that the Xhalf won’t be a vertically orientated 20mp 1″ sensor camera, or that it won’t be able to capture diptychs (two images side-by-side), because that’s all true. And it will indeed be a compact fixed-lens camera. There are some things we know, but there’s also a lot that we don’t know, and are just speculating.

As I’ve thought about it, I wonder if video will even be integrated into the camera. After all, it will have a small rear LCD (orientated vertically) and an OVF (not an EVF), which doesn’t seem like an ideal configuration for videography. It will apparently have a mode where you cannot review your pictures until you’ve captured a whole simulated roll of film, which sounds like a photo-centric design with the intention of a film-like experience. So it might not have video capabilities, and—if so—this isn’t going to be a camera for TikTok content creators, as I speculated it would be. My guess is that it will have some capability to record video, but there is certainly the possibility that it won’t or that it will be quite limited, and, if that is true, I definitely got the concept wrong.

There’s also the menu. It will surely need to be simplified for the vertical screen, right? In other words, it might not have all of the features that are standard on other X-series models. I don’t know what exactly, but if the idea is simplicity and a film-like experience, the UI will certainly be unlike any X-series camera. I suspect that it won’t have all of the bells and whistles that we’re accustomed to on the latest models. Which bells and which whistles are excluded will be interesting to know, and depending on just how far Fujifilm goes with this, it could certainly cripple the camera. Or maybe they’ve come up with a clever solution, and this worry is for nothing.

Most X-series cameras are announced in conjunction with an X Summit. There are a few exceptions, but the list is small, and it’s been awhile. Supposedly, the Xhalf will be announced in a little over two weeks, on May 22; however, there has been no X Summit announcement. It’s possible that Fujifilm will announce an X Summit at any moment, but if this camera comes without an X Summit event, what does that indicate? I don’t want to read too much into this, but maybe Fujifilm views the Xhalf as a bridge between Instax and the X-series. Perhaps it will even offer connectivity to Instax printers, unlike most X-series models.

In other words, the Xhalf might be the least premium X-series camera in a long, long time (…if Fujifilm even considers it to be a part of the X-series). It’s probably more in the ballpark of an X10 or XF1 than X100VI or even the X70. It might be more along the lines of the Instax Evo Wide, except with a better sensor and without a built-in printer. Or maybe like a cross between a Fujifilm Clear Shot S AF and a Fujica Mini half-frame, except digital, and also a little like the Fujica 35-SE (or similar model). I’m just wondering out loud, as I certainly don’t know—I’m just playing devil’s advocate to last week’s article.

For certain, the upcoming camera will offer a divergent camera experience. It will be unique—not just in Fujifilm’s lineup, but in all of photography. Whether this camera turns out to be the “genius” model that I initially speculated, or a lower-tier iteration, I think either way it will be lots of fun.

Why the Upcoming Fujifilm Half-Frame Camera is Genius

Posted on by Ritchie Roesch

Fujifilm recently teased this silhouette of the upcoming half-frame camera.

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.

Diptych made using software — Fujifilm X-E4 + Velvia Film Recipe

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.

Photographer with a Pentax 17 — Fujifilm X100VI + Kodak Portra 400 v2 Recipe

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.