Last month, Fujifilm released a brief teaser clip for a new camera with the slogan “Half the Size, Twice the Story.” Earlier this morning, it followed up with another clip and an official release date of May 22, 2025, at 1:00 am EST (May 21, 10 pm PST). The brief video, clocking in at a little over 30 seconds, was posted on the company’s YouTube channel. Using the same slogan fuels the speculation of it being a new half-frame model, possibly called the “X-Half.”
The clip was shot on Fujifilm’s GFX 100 II, drawing ire from some commenters who wanted to see footage from the actual camera being teased. Rumors surrounding the release suggest the camera will include several features inspired by analog photography. Among the most circulated guesses is a secondary display that resembles a film preview window, potentially with touch capabilities to switch between Fujifilm’s signature film simulations.
The half-frame film format traditionally allowed film cameras to capture two vertical exposures on a single frame 35mm film, effectively doubling the number of photos per roll. It’s unclear how Fujifilm might translate this into digital form. However speculation points to a 1-inch sensor that captures diptychs, aided by a vertically oriented LCD screen for composition.
From watching the teaser clips, a compact design, manual dials and circular viewfinder, hallmarks of Fujifilm’s X-series, are hinted. While there aren’t any features that have been officially confirmed, we’ll have all of our answers in one week’s time.
Our DPREVIEW Tribute:
After nearly 25 years of operation, DPReview closed on 10 April 2023. This difficult decision was part of the annual operating plan review that parent company, Amazon, shared earlier this year.
Over the course of 25 years, DP Review built up a reputation as being one of the most informative places to go for information about that new camera or lens you’re after. DP Review began as an independent reviews site based in the UK in 1998, the brainchild of Philip and Joanna Askey, but it was eventually purchased by Amazon in 2007 and relocated over to Seattle in the USA in 2010.
Cheers DPReview – thanks for the great work and content that guided photographers, videographers and techno junkies the world over!
