A Forgotten Fujifilm Camera Shines on Netflix — and Teaches a Hard Lesson

Share

A Moment of Glamour for a Forgotten Fujifilm Camera

Anyone remember this camera?

Nope?

In fact, even Fujifilm itself might have forgotten about this little beauty — so much so that it never got a successor.

That’s why we had to include it in our list of the Top 10 Fujifilm camera flops of all time:

But to be fair, it didn’t flop because it was a bad camera. Far from it. It was compact, stylish, and wonderfully portable, earning praise from many photographers for its looks and design.

What really doomed it was its overly complicated manual lens ring — that pull, twist, click dance nobody really wanted to perform every time they turned the camera on. Elegant design met awkward usability… and sadly, usability lost.

Did you guess the camera before I said it?

Yes, it’s the Fujifilm XF1.

I had almost forgotten about it myself — until I watched the trailer for the upcoming movie Ballad of a Small Player, directed by Academy Award–winner Edward Berger (All Quiet on the Western Front) and starring Colin Farrell, Tilda Swinton, and a stellar cast.

In one of the opening scenes, Tilda Swinton can be seen taking a photo with a red Fujifilm XF1 — looking as chic and timeless as ever.

Once again, Fujifilm makes its mark in Hollywood, not just behind the scenes but right there on screen.

And honestly, it’s nice to see the XF1 getting its most glamorous appearance yet, years after it quietly disappeared from store shelves.

Fujifilm Learned the Hard Lesson

The story of the XF1 is a perfect reminder that design alone doesn’t sell cameras — usability does.

People often say Fujifilm cameras are popular because they look good. But if that were true, the XF1 would have been a hit, yet it failed because it wasn’t enjoyable to use.

That’s the real secret behind Fujifilm’s success: not just the retro look, but the retro logic. Those tactile dials and physical controls don’t just decorate the camera — they shape how we shoot, how we think, and how we feel photography.

And as I’ve already shown in my article “Why Fujifilm Retro Dials Are Superior to PSAM Dials,” the difference isn’t just aesthetic.

Retro dials are more fun, more flexible, and give photographers more freedom.

So, no — looks alone don’t make a camera successful (the XF1 proved that).
It’s the fusion of good looks and great usability that wins over the hearts of photographers.

And that’s why I love seeing Fujifilm keep pushing this concept forward — experimenting with new ways to make direct control even more engaging.

Whether it’s the aspect ratio dial on the GFX100RF or the ultra-elegant film simulation dial on the Fujifilm X-E5 (and the upcoming X-T30III), Fujifilm continues to refine what makes their cameras truly special: not just how they look, but how they make you shoot.

The XF1 taught Fujifilm a valuable lesson: looks can attract attention, but usability wins hearts.

Not enough? Then Fujifilm…

  • won the world wildlife photography award (story here)
  • made the cover of the TIME magazine (story here)
  • won the World Photography Arts&Culture Award 2015 (story here)
  • won the First Prize of the World Press Photo Category “Stories (stroy here)
  • made the front page of the Wall Street Journal (story here)
  • were good enough for God’s work (story here)
  • captured America’s most hated man (story here)
  • distracted a French presidential candidate during his interview (story here)
Share

**This post contains affiliate links and I will be compensated if you make a purchase after clicking through my links.

As an Amazon Associate I earn from qualifying purchases