The Ten Grand Slam

stakaOr ” How To Make A Block Buster Without Making A Bomb “.

This week at Photokina the Fujifilm company has unveiled a new design for a medium-format digital camera with a good chance that it will go ahead and be made for general use. They’ve got the prototype there at Köln and a number of lenses for it – with a rather ambitious lens chart showing other planned optics.

It looks good and sounds good, and Fujifilm rarely make a false move once a camera is on the market. They’re also known for their continuing support for their past equipment with firmware supplements.

There’s lots of other medium-format digital cameras out there aes well – Pentax, Hasselblad, Phase One, Mamiya, etc. Even Canon nibbles at the edge of the market with a  couple of turbo versions of an FX camera.

But the sticking point will be the price. If they get it out with a lens for under $ 10,000 Australian they will win 2017 and possibly 2018 as well. If it pokes up near the Hasselblad price, then the chances are less. But if they’re making lenses for the Hasselblad mirrorless, they make money there.

That money point is the price of a pretty good secondhand car these days – one with another 7-8 years of good life. If times is tough, will there be many photo enthusiasts who are prepared to eat 2-minute noodles for 20 years to afford it? If mining money and real estate money has dried up, is Fujifilm bringing their pig to a poor market?

Time will tell. I won’t buy one because it does things I don’t do and doesn’t do things that I do. But that doesn’t mean it won’t be a desirable thing to try out.


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