Panasonic Lumix S9: compact full frame camera rumoured to battle Fujifilm X100VI for content creator crown on May 22

Panasonic recently sent out invitations to an event for a launch with the tag line “Capture true colors,” and now a new rumour from popular leaker Andrea Pizzini has provided additional information about the upcoming camera launch, which looks to strike a good balance for content creators.

According to the report, the Panasonic Lumix S9 will be launched on May 22 at 2 PM GMT. Images of the upcoming full-frame camera have not leaked just yet, so we don't really know what to expect from a physical perspective, but Pizzini claims the S9 will be slightly smaller than even the Fujifilm X100VI (curr. listed at $1,599.99 on Best Buy), but it will ditch the EVF, likely to cut cost. 

It will also allegedly feature a LUT button, but how exactly that will work — applying a single LUT, cycling through a selection of different LUTs, or simply summoning an on-screen menu — is unclear, but it will likely also be a boon for video-centric creators.

Excluding the EVF kind of makes sense for a camera targetting a younger audience and content creators, but that means we can also likely expect some degree of articulation in the screen to optimise ergonomics for video.

Further, although the Lumix S9 will allegedly use a full-frame sensor, it will supposedly be a 24 MP sensor, limiting its video resolution to something similar to the $1,299.95 Fujifilm X-S20's 6.2K video resolution. Pizzini also makes claims about the price, which he puts at around $200–300 cheaper than the Panasonic Lumix S5II, which launched at $1,999, but can be had for $1,799.99 from Best Buy, putting the upcoming Lumix S9 right around the same price as the Fujifilm X100VI. That said, that price does not include the requisite L-Mount lens.