Fujifilm has released an initial teaser video for a brand-new camera that will apparently be promoted with the slogan "Half the Size, Twice the Story." The short clip shows the camera’s silhouette, which already reveals that Fujifilm has opted for a viewfinder, a dial under the shutter button and attachment points for a camera strap.
The most unusual design choice is arguably the pill-shaped display on the back, which carries the Fujifilm Provia logo, so it's almost certain that the camera will support film simulations. Furthermore, the size of the eyelets relative to the body suggests that this new camera will be significantly smaller than the Fujifilm X100 VI.
A comprehensive leak has already revealed many details about the new camera. Purportedly, it’s a half-frame camera that measures about 4.2 x 2.5 inches. Fujifilm is rumored to combine a 1-inch sensor with an f/2.4 aperture lens, which makes this setup reminiscent of modern high-end smartphones rather than a flagship compact camera. But in return, the camera should be relatively small and inexpensive.
Fujifilm is also expected to offer an optical viewfinder, a built-in flash and an accessory shoe. The camera will supposedly feature autofocus and auto exposure, while the top dial allows quick access to exposure compensation. The camera might be able to record portrait photos by default and will also sport a fitting portrait display on the back. That said, it's not clear how much Fujifilm’s new half-frame camera will cost and when it will hit the market.