CineD: Fujifilm GFX ETERNA 55 VS ARRI ALEXA 35

FUJIFILM GFX ETERNA 55:
B&H Photo / Amazon / Adorama
FUJIFILM GF 32-90mm T3.5 PZ OIS WR:
B&H Photo / Amazon / Adorama
ARRI ALEXA 35:
B&H Photo

CineD recently posted a video about how the Fujifilm GFX ETERNA 55 and ARRI ALEXA 35 compare. You can watch the full video above or check out the bullet points below.

  • The Intent of the Comparison: Michael Cioni emphasized that the video was not a competitive test designed to declare a winner, but rather a practical comparison. The ARRI ALEXA 35 was utilized simply because it is the industry’s control standard—a known benchmark that all cinematographers understand [02:28].
  • The Underdog Disruption: Fujifilm’s aggressive entry into the cinema space is being compared to RED’s market disruption two decades ago. While ARRI represents the established elite, Fujifilm is bringing an objectively massive 55mm sensor to the masses, democratizing large-format acquisition that has traditionally been gated behind $100,000+ camera bodies [01:18].
  • Sensor Size vs. Dynamic Range: The Super 35 sensor in the ALEXA 35 undeniably boasts more total dynamic range on paper [03:12]. However, Cioni argues the industry over-indexes on sheer dynamic range metrics. For context, standard 35mm film has less dynamic range than an ALEXA 35, yet traditional film continues to capture top cinematography awards [03:26].
  • Applied Dynamic Range on Set: Instead of shooting legalistic dynamic range charts (like a Xyla chart), the comparison focused on “applied science”—exposing and color-correcting faces under controlled lighting. The colorist achieved perfectly matching results across both cameras effortlessly. This demonstrates that the ALEXA’s extra stops of dynamic range are often invisible or remain unused when a scene is properly lit and exposed [19:12].
  • The RAW vs. ProRes Debate: While the ALEXA is famous for its ARRI RAW workflow, the ETERNA 55’s internal debayer to ProRes HQ is incredibly robust. Taking a 16-bit source and debayering it into a 10-bit ProRes container in-camera acts virtually identically to debayering a RAW file on a Mac Pro in post-production, saving massive amounts of time, money, and storage [15:02]. Furthermore, recording in an RGB debayer like ProRes HQ does not inherently compromise the sensor’s dynamic range compared to RAW [18:07].
  • Price and Accessibility Backlash: The ALEXA 35 sits at roughly $100,000, making the GFX ETERNA 55 approximately six times more affordable [04:25]. Cioni notes that much of the vocal backlash against the ETERNA comparison stems from a sense of industry elitism regarding who should have access to top-tier, large-format filmmaking tools [04:50].
  • Ecosystem and True Cost of Ownership: An ALEXA 35 requires a heavy ecosystem of expensive accessories just to become functional on set. The ETERNA 55 is designed to be a complete, ready-to-shoot package straight out of the box with very few mandatory add-ons, making its true functional cost far lower for owner-operators [23:54].
  • Lens Coverage & Anamorphic Squeeze: Because the 55mm sensor is so uniquely massive, lens choices are currently specialized—mirroring the early days of the RED Monstro. The shoot utilized Panavision Ultra Panatar anamorphic lenses with a 1.3x squeeze. When paired with the ETERNA’s 1.33 sensor ratio, this combination perfectly yielded a 1.78 (16:9) image that utilized the entire 55mm sensor area with virtually no cropping [25:08].
  • Focal Length Versatility: The sheer optical size of the ETERNA’s 55mm sensor fundamentally alters focal length utility. A standard 50mm lens covering this sensor acts like a 28mm for wide shots, but can seamlessly push in for a distortion-free closeup. Because of this large-format geometry, an entire production could theoretically be shot using nothing but a 50mm and a 100mm lens [26:34].

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Fujifilm X-E Owners Group
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Fujifilm X100 Owners Group

Posted in Fujifilm GFX, Fujifilm GFX 100, Fujifilm GFX 100 Megapixel| Tagged , , , , , , , | 12 Comments

Fujifilm Lands on TIME’s 100 Most Influential Companies of 2026 and Cracks the Top 10 in Hardware

Fujifilm Lands on TIME’s 100 Most Influential Companies of 2026 and Cracks the Top 10 in Hardware

Add another trophy to the case. Fujifilm has officially been named to the 2026 TIME100 Most Influential Companies list, and as if that wasn’t enough, the company also landed on TIME’s much shorter 10 Most Influential Hardware Companies of 2026 sharing that rarefied air with the likes of Nvidia, DJI, and Boston Dynamics.

Fujifilm was placed in TIME’s “Pioneer” category on the flagship 100 list, recognized for what TIME describes as a commitment to developing innovative products and technologies that promote human connection. But here’s the twist Fuji shooters will love: the write-up isn’t really about the X100VI, the GFX100RF, or any of the headline mirrorless gear we usually obsess over. It’s about Instax.

“Quaint by comparison — and that’s the point”

TIME contributor Rachel Brodsky frames Fujifilm’s inclusion as a kind of analog rebellion in an industry that has gone all-in on AI. Her line that’s already getting passed around says it best Fujifilm’s Instax cameras “look quaint by comparison, and that’s the point.” In a year where every other company on the hardware list is shipping silicon, sensors, drones, and humanoid robots, Fujifilm gets the nod for leaning into film that smells like chemistry and prints you can hold.

The numbers back it up. TIME notes that Fujifilm has sold more than 100 million Instax cameras and printers worldwide since the line launched in 1998, and the under-30 crowd is the engine driving the current surge using those colorful little cameras at weddings, concerts, and anywhere else a phone screenshot just doesn’t cut it. The recent launch of the Instax Mini Evo Cinema the Super 8-style hybrid with the Eras Dial only sharpens that pitch.

Fujifilm’s take

Bing Liem, division president of Fujifilm North America Corporation’s Imaging Division, said in the company’s announcement that “imaging has remained a critical part of our company’s diversification story” since Fujifilm got its start more than 90 years ago. That’s the through-line Fujifilm wants people to see, yes, the company makes drug-substance manufacturing equipment, semiconductor materials, and medical imaging systems, but it all started with film, and film is still doing the heavy cultural lifting.

It’s worth noting that the official party line from Fujifilm isn’t that analog is winning. Ashley Reeder Morgan, VP of consumer marketing for Fujifilm North America, told TIME that instant photography and digital are an ecosystem rather than rivals, which tracks with how the company has been blurring those lines on the hybrid Evo cameras and the X half.

The company Fujifilm is keeping

The 10 Most Influential Hardware Companies list is a flex on its own. Fujifilm shares it with:

  • Nvidia (the AI chip juggernaut)
  • DJI (still controlling roughly 70% of the global civilian drone market)
  • Boston Dynamics (Atlas now headed to Hyundai factory floors)
  • And six other heavy hitters reshaping physical computing

For a company whose biggest 2026 cultural moment is arguably a $409 instant camera with a dial that fakes 1960s 8mm grain, that’s not bad company at all.

Why this matters for Fuji shooters

Recognition like this tends to translate into investment, and Fujifilm has been signaling that direction loudly. The company recently announced its third Instax production expansion in four years, which will push total Instax film output up roughly 50% over 2022 levels by the end of this year. Combine that with the record imaging-division revenue Fujifilm has been posting, and it’s pretty clear the company isn’t treating this TIME nod as a victory lap it’s treating it as proof the strategy is working.

For those of us who care about the X-series and GFX lines, that matters too. A healthy, well-funded imaging division is what bankrolls the GFX100RF medium-format compacts, the X-E5s, the firmware updates we keep begging for, and whatever’s coming next.

You can read TIME’s full Fujifilm profile here and the complete Hardware Industry Leaders list here.

Posted in Press releases| 17 Comments

Kase 150mm f/5.6 AF Reflex Mirror Lens For Fujifilm GFX


The Kase 150mm f/5.6 AF reflex mirror lens is coming to GFX, and it appears to be autofocus according to B&H Photo‘s listing.

Key Features
  • Medium Format | f/5.6 Fixed Aperture
  • 118.5mm (Full-Frame Equivalent)
  • Unique Donut Bokeh
  • Autofocus Design
  • AF/MF Switch
  • 67mm Filter Size
  • 5 Elements in 4 Groups
  • Supports Magnetic Filter Systems
  • USB-C Port for Firmware Updates
  • Aluminum Alloy Construction

This lens could be a lot of fun for GFX owners because mirror lenses are quite compact and light. The only drawback about this kind of lens is the donut bokeh, which you can find examples of in my review of a mirror lens I own for X-mount here. I will likely pick one of these up for myself in the future, especially if the lens covers the GFX sensor and has autofocus, since I enjoy shooting this kind of lens and own many for X mount already.

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Plus, our owners’ groups
Fujifilm GFX Owners Group
Fujifilm X-H Owners Group
Fujifilm X-T Owners Group
Fujifilm X-S Owners Group
Fujifilm X-Pro Owners Group
Fujifilm X-E Owners Group
Fujifilm X-A Owners Group
Fujifilm X100 Owners Group

Posted in 3rd Party Lens| Tagged , , , | 14 Comments

Leitz Hektor Prime Cine Lenses Are Coming to Fujifilm G mount



The six Leitz Hektor full-frame prime cine lenses are coming to Fujifilm G mount soon, marking a significant expansion of Leitz Cine’s mirrorless prime series to Fujifilm’s GFX ecosystem, including the GFX ETERNA 55 cinema camera and GFX100 stills models. This new user-interchangeable G mount joins the existing lineup of Sony E, Leica L, Canon RF, and Nikon Z options. While the optics do not cover the full sensor area of the larger GFX ETERNA 55 format, most focal lengths deliver generous coverage suitable for most cine formats. Check the pricing at B&H Photo.

FUJIFILM GFX ETERNA 55:
B&H Photo / Amazon / Adorama
FUJIFILM GF 32-90mm T3.5 PZ OIS WR:
B&H Photo / Amazon / Adorama

via photorumors

Posted in Fujifilm GFX, Fujifilm GFX 100, Fujifilm GFX 100 Megapixel| Tagged , , , , , , | 10 Comments

New Fujifilm X-S20 Bundle With XF23mm f/2.8 For $450 Savings


B&H Photo has a Fujifilm X-S20 bundle that includes the XF23mm f/2.8 for only $50 more than the camera on its own, which you can get here. The original bundle price saves $250, but the additional discount of $200 brings the total savings on the Fujifilm XF23mm f/2.8 to $450.

Posted in Deals| 15 Comments

Fujifilm Savings Sunday


Official Fujifilm Sale

3rd Party Lenses

Tamron 11-20mm f/2.8 Di III-A RXD (Save $60):
B&H Photo / Amazon
Tamron 17-70mm f/2.8 Di III-A VC RXD (Save $100):
B&H Photo / Amazon / Adorama
Tamron 18-300mm f/3.5-6.3 Di III-A VC VXD (Save $100):
B&H Photo / Amazon / Adorama
Tamron 150-500mm F/5-6.7 Di III VC VXD (Save $300):
B&H Photo / Amazon / Adorama

Mitakon Zhongyi 20mm f/2 4.5x Super Macro (Save $90):
B&H Photo / Adorama

Silver NiSi 15mm f/4 Sunstar ASPH (Save $100):
B&H Photo / Amazon
Black NiSi 15mm f/4 Sunstar ASPH (Save $50):
B&H Photo / Amazon

SLR Magic HyperPrime CINE 50mm T0.95 (Save $400):
B&H Photo / Amazon

Tokina SZ 33mm f/1.2 (Save $40):
B&H Photo / Amazon / Adorama
Tokina SZ 300mm f/7.1 Pro Reflex MF CF (Save $150):
B&H Photo / Amazon
Tokina SZX 400mm f/8 Reflex MF (Save $30):
B&H Photo / Amazon / Adorama
Tokina SZX 400mm f/8 Reflex MF Lens with 2x Extender (Save $30):
B&H Photo / Adorama
Tokina SZ 500mm f/8 Reflex MF (Save $40):
B&H Photo / Amazon / Adorama
Tokina SZ 600mm f/8 Pro Reflex MF CF (Save $200):
B&H Photo / Amazon
Tokina SZ 900mm f/11 Pro Reflex MF CF (Save $200):
B&H Photo / Amazon / Adorama

Tokina atx-m 23mm f/1.4 (Save $250):
B&H Photo / Amazon / Adorama
Tokina atx-m 33mm f/1.4 (Save $230):
B&H Photo / Amazon

Voigtlander Nokton 23mm f/1.2 ASPH (Save $100):
B&H Photo / Amazon
Voigtlander Nokton 35mm f/0.9 (Save $300):
B&H Photo / Amazon
Voigtlander Nokton 50mm f/1.2 (Save $100):
B&H Photo / Amazon

Flashes
Bolt VS-260F (Save $40):
B&H Photo
Godox V1 (Save $60):
B&H Photo / Amazon / Adorama
Godox AD400Pro Witstro (Save $180):
B&H Photo / Amazon / Adorama

Other Deals
Nextorage CFexpress Type B Memory Cards Save up to $322
Memory Card Savings
Power Banks
Storage
Smallrig

Battery Banks
affordable options



Apple M2 Ultra: B&H Photo / Amazon
Apple M3 Ultra: B&H Photo / Amazon
Apple M4: 
B&H Photo / Amazon
New Apple M5: B&H Photo / Amazon
Apple Mac Pro:
 B&H Photo
New Apple iPad Pro and More: B&H Photo / Adorama
New Apple MBP: B&H Photo / Amazon
MacBook Pro (Savings still available): B&H Photo

Airpod/Airpod Pro/Max Savings: B&H Photo / Amazon

Software Deals
Luminar Neo & Aurora HDR 2019 (Savings code FUJIADDICT)
ON1 Photo RAW 2026
ON1 PhotoKeyword AI
ON1 Sky Swap AI
ON1 Photo Resizer AI
ON1 NoNoise AI
ON1 Portrait AI
ON1 HDR
Picktorial
TopazLabs
Capture One

Posted in Deals| 17 Comments