Home » Fujifilm steals the show at Photokina with new medium format mirrorless GFX system

Fujifilm steals the show at Photokina with new medium format mirrorless GFX system



Is this a real photographer’s dream camera?

It’s only the press day before this year’s Photokina show opens, but Fujifilms’s announcement here of its new GFX medium format mirrorless system and its first camera, the 50S, has almost certainly stolen the show.

It may not be something most of us will actually buy, or even get a chance to use, but the new Fujifilm GFX 50S camera looks like a real photographer’s dream camera. It’s aimed squarely at professionals and advanced amateur enthusiasts and, most likely, with current owners of conventional DSLRs in mind.

The market for medium format cameras has traditionally been small, but with Canon, Pentax, Nikon and Sony already having persuaded legions of snappers to go digital full frame, Fujifilm may logically assume some of these photographers will want and be able afford to upgrade GFX. The 50S will priced quite competitively at under US$10,000 with a standard prime lens and EVF bundled.

A Hasselblad link?

There is already speculation that the 50S, is related to Hasselblad’s X1D mirrorless medium format camera launched almost exactly three months ago. Fujifilm’s presentation did not mention Hasselblad by name but conceded that the basic specification of the 50 megapixel sensor, which is 70% greater in area than a 135 format full frame sensor, may well seem familiar. Hasselblad and Fujifilm also have a history of collaboration in the medium format digital camera segment.

Nevertheless, Fujifilm say their sensor is the product of their own engineering, citing a unique development of its microlenses, for example. The camera itself does not resemble the X1D at all and appears to exceed the Hasselblad’s specification in certain areas, like a top shutter speed of 1/4000th versus !/2000th. And that shutter is pretty quiet and of course, sans mirror, it’s vibration-free. This preserves up to half the available resolution according to Fujifilm.

Six lenses

There will be six lenses to start with, with one optically stabilised and one zoom:

1. Standard prime “GF63mmF2.8 R WR” (equivalent to 50mm in the 35mm format)
2. Wide-angle standard zoom “GF32-64mmF4 R LM WR” (equivalent to 25-51mm in the 35mm format)
3. Mid-telephoto macro 1:0.5 “GF120mmF4 Macro R LM OIS WR” (equivalent to 95mm in the 35mm format)
4. Fast aperture mid-telephoto “GF110mmF2 R LM WR” (equivalent to 87mm in the 35mm format)
5. Ultra wide “GF23mmF4 R LM WR” (equivalent to 18mm in the 35mm format)
6. Wide “GF45mmF2.8 R WR” (equivalent to 35mm in the 35mm format)

On the next page you will find the official press release from Fujifilm and a gallery of official product shots.

Do let us know what you think of the GFX system and the 50S camera in particular!

Please follow and like us:


1 Comment threads
0 Thread replies
Most reacted comment
Hottest comment thread
1 Comment authors
Ian Burley Recent comment authors
newest oldest most voted
Notify of
Ian Burley

Well done Fujifilm! keeping the development of a brand new mirrorless digital medium format system quiet was quite a feat and the product itself looks gorgeous. This is a considered and serious bid to persuade FF DSLR users to switch upwards. I doubt anything else will challenge my belief that this announcement is the star of the show.