CineD interviewed top Japanese Fujifilm managers about the upcoming Fujifilm GFX Eterna, which is already listed at BHphoto here.

• GFX Eterna is Fujifilm’s first dedicated filmmaking camera
• GFX Eterna coming still this year
• Price wise, the goal is to make it available not only for rental houses, but that people can actually own it – Price Rumor here
• supports 4:3 open gate. Resolution better than 4K
• rolling shutter depends on mode you are filming
• also on GFX100II depending on what mode you select
• “we are making sure that the camera has no rolling shutter issue when you are shooting with the camera”
• 15ms is minimum rolling shutter (4K 16:9)
• F-Log 2C was developed for the GFX Eterna, but since GFX100II already on the market, they added it there too
• what is applied to GFX Eterna, will actually enhance also other models
• Fujifilm developed a monitor that will be included in the package for the GFX Eterna
• it’s not another brand making the monitor, but it is made by Fujifilm
• 5 inch monitor with touch screen
• Fujifilm has received a lot of requests for a viewfinder, so Fujifilm is considering how to respond to that
• around NAB in April Fujifilm will be disclosing more specs, but probably not yet all about it, but the main specs
• Fujifilm wants to make sure this camera is well accepted in the market, otherwise there is no second or third camera
• dual base ISO, ISO800 and ISO3200
• Johnnie from CineD says that the Fujifilm team is relatively small and the small team is working on multiple projects
• the Japanese manager confirms, “you are right, we don’t have a big team, but our platform is the same, we have the 5th generation processor and sensor and so it’s quite efficient. Although we have a small team working on different categories and different products, but the team knows what’s going on for the other camera projects and that could be implemented between each other. We are doing our best with our small team“
• Developing a camera takes about 2 years. Fujifilm tries to adjust to the market needs as much as possible, so if Fujifilm thinks it’s necessary, they would even stop the development of a camera and change to something else. But that does not happen so often
• Fortunately our digital cameras have been very well accepted, but of course the market will change

You can see the fill video above.

• Fujifilm GFX Eterna Might Come Early June (Cine Gear Expo) for about 15-20K USD

Fujifilm has just released a video with their traditional New Year greetings.

• in 2024 Fujifilm announced 4 cameras and 4 lenses
• development announcement of GFX100 Eterna and GF Power Zoom lens
• in 2025 they hope to deliver a wider range of products
• GFX Challenge grant program update

If you want to know what’s coming, just bookmark this link and keep following ;).

For now what we know about are:

• Fujifilm GFX100RF
• Fujifilm X-E5
• 1″ half frame camera
• Fujifilm Eterna

Theo Georgiades, general manager of Fujifilm Imaging Solutions UK, gave an interview to amateurphotographer which you can read here.

Most surprising to me: this camera here is the 3rd best selling Fujifilm camera in UK after the X100VI (1st) and X-T5 (2nd)

In short:

Market Share

• Our recent product launches have really set us apart from other brands… we’ve always been a bit different.
  (Fujifilm launched the Fujifilm X100VI, X-T50 (with film simulation dial), GFX100SII (medium format) and X-M5
• We’re trying to create our own niche in the marketplace
• Especially in the UK, Fujifilm has proven that we can be strong on our own without having a full-frame offering.
• Fujifilm is now number three the UK market in terms of sales value, behind only Canon and Sony
• That includes all camera types, including compacts

X100VI Demand

• X100VI was a huge success and GFX system is growing
• The demand for the Fujifilm X100VI was not underestimated but exceeded expectations.
• Forecasting for a new product launch is approached prudently to avoid overstocking.
• The launch day response for the X100VI was unprecedented, with overwhelming orders globally.
• Criticism of planning is deemed unfair, as it overlooks the complexities of the background processes.
• Fujifilm quickly recognized the unexpected demand and acted swiftly to increase production.
• Developing and launching a camera takes up to two years, making rapid supply increases challenging.
• Fujifilm began ramping up production within days of the X100VI’s announcement.
• Since September, allocations to retailers have increased, and waiting times have significantly decreased.
• Customers now experience shorter wait times of a couple of months instead of six, despite high demand.

Best Sellers

• in UK, the X100VI surpassed sales of X-T5, although they are pretty close
• X-T30 II is third, which went viral similar to X100VI
• X-T50 had a really good start, then a bit of a dip, and has now started to pick up again

Film Simulation Dial

• film simulation dial has attracted lots of new users

X-Pro and X-E line

• Fujifilm has plans for new X-Pro and X-E cameras.
• The Covid lockdown caused semiconductor costs to skyrocket, impacting production timelines.
• Rising costs forced all brands to reprioritize product development cycles
• The X-Pro and X-E series remain important to Fujifilm and are valued by the company and enthusiasts alike.
• Development takes time, but Fujifilm is committed to these camera lines.

So the Fujifilm X-Pro and X-E line will both continue and Fujifilm says “we love those lines“. So they both will continue.