Controversy: Fujifilm Removes X100V Marketing Video Due to Criticism of Street Shooting Style/Photos


Fujifilm X100V: B&H Photo / Amazon / Adorama

The launch of the Fujifilm X100V went well yesterday with at the X Summit, but after the event concluded we covered the launch of the X100V in a traditional way with a mix of links to independent reviewers and Fujifilm promotional material. Apparently that aspect of the X100V launch did not go as smoothly as expected with Fujifilm issuing an official apology which you can read below.

The apology below is for a video My Milestone” -Tatsuo Suzuki which Fujifilm tried to wipe from the internet because some complained about it making the X100V seem like a camera for voyeurs, while others went further and voiced their disgust or even fear of the photographer’s style. The comments haven’t been one-sided though as many were furious that Fujifilm removed the video and brought up photographers like Bruce Gideon that have very in your face style. Different regions of the world also had very different reactions.

I have to say I am disappointed in Fujifilm for not standing behind the street photography community. There are many ways to shoot street and many of the best have had to suffer a punch in the face or nasty words to capture the moment and any camera that makes this kind of battery/assault less likely to happen should be a welcome one.

Fujifilm Statement

Discontinuation of digital camera “FUJIFILM X100V”
promotion video distribution
February 5, 2020

In the “FUJIFILM X100V” promotion site, deeply you that the videos offensive to our audience has been published I would like to apologize. The distribution of the promotion video has been suspended today .

We sincerely accept the many opinions and suggestions we have received, and will strive to prevent this from happening in the future. Subsequently, the splendor of the photo to many people was just caught with the empathy we will work so that.

Update: Video Below

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