Fujifilm Hints at Filmmaking Push – Is an APS-C X Eterna 28 on the Horizon?

Fujifilm GFX Eterna 55

When the Fujifilm GFX Eterna 55 film camera has been announced along with the film-centric Fujinon GF 32-90mmT3.5 PZ, many were skeptical about Fujifilm’s move.

And to be fair, I was too:

But over time my worries dissipated and I actually started to see the potential benefit of it, even for us hardcore stills shooters:

Now, my big question (and hope) has so far remained unanswered due to the lack of any sort of reviews on the GFX Eterna.

But there are other interesting tidbits we find out about it over time. And some of them have been shared by Fujifilm managers to PetaPixel. The manager says:

  • by announcing early, Fujifilm gathered more industry feedback, gauged reactions to the specs, and refined the camera’s features throughout development
  • the Eterna 55 challenged Fujifilm with its unique design and a completely reworked interface and menus
  • beyond features like open gate, ND filter, and a fan, the key change is a fully redesigned interface tailored to filmmaking, unlike X and GFX cameras
  • since 1934, film and color science have been in Fujifilm’s DNA, with lasting impact on cinema through lenses like Cabrio and Premista
  • the GFX Eterna 55 finally marks Fujifilm’s entry into filmmaking, backed by 90 years of innovation
  • Fujifilm aimed to make the camera attainable for smaller studios and individuals—professional-grade with premium features, yet priced within reach
  • “We see GFX Eterna 55 as the first digital camera dedicated to filmmaking. Our intention is to expand the product offerings available to current and emerging filmmakers“
  • The GFX Eterna 55 is Fujifilm’s first digital filmmaking camera, offering signature color and 10 film simulation 3D-LUTs, with more solutions to follow

Fujifilm GFX Eterna 28

I remember when we first discussed the Fujifilm GFX Eterna here on FujiRumors, many wondered why Fujifilm didn’t just use their excellent APS-C X-Trans sensor: faster readout, less rolling shutter, lower heat, and plenty of other advantages for filmmakers.

Perhaps the comment from a Fujifilm manager about “expanding” their offerings for filmmakers hints at exactly that—a potential APS-C film camera, possibly named Fujifilm X Eterna 28.

Why 28?

The “55” in GFX Eterna 55 refers to the diagonal of the medium format GFX sensor. By the same logic, an APS-C filmmaking camera could be named X Eterna 28, reflecting its 28 mm sensor diagonal.

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Viltrox Spark Z3 Flash in Cyber Mech Design Announced

Viltrox not only makes great lenses for Fujifilm X mount, but they also make all sorts of accessories.

Probably most known are the various affordable Viltrox Fujifilm batteries.

Well, today Viltrox launched the Spark Z3 TTL flash.

This is not their first flash, as for example they also offer the Viltrox Z1 vintage flash.

  • Stylish Cyber Mech Design.
  • TTL & Manual mode — from beginner level to pro control.
  • 26Ws Output with 7-level precision adjustment (1/64–1/1).
  • 1s Recycle at Full Power.
  • 650 Flashes per Charge with fast charging(70 min).
  • Ultra-Compact 144g, pocket-sized, travel-ready design.
  • Wireless Multi-Light Sync.

Viltrox Spark Z3
BHphoto / Amazon USA / Amazon UK / Amazon DE / Amazon IT / Amazon FR / Adorama / Viltrox Shop

Viltrox Z1 Vintage Flash
Amazon / BHphoto / Adorama

Fujifilm Create With Us Event September 28 in Minneapolis

Fujifilm is hosting its third annual Create With Us event in Minneapolis on September 27–28, 2025, bringing together image makers from across the country for two days of workshops, photowalks, and hands-on time with its latest camera and lens gear.

The event offers portfolio reviews, presentations by leading photographers, and creative networking opportunities aimed to inspire both stills and motion creators of all levels.

Press Release

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Godox X3Pro F Touchscreen TTL Wireless Flash Trigger for FUJIFILM Launched

Godox has launched the Godox X3Pro F Touchscreen TTL Wireless Flash Trigger for Fujifilm.

You can pre-order it at B&H Photo here.

For the Godox X3Pro vs Godox X Nano comparison, check out the dedicated comparison page.

Godox Retro Lineup