Combines the charm and aesthetic appeal of cameras from past eras with groundbreaking technologies and intuitive operability
Fujifilm Canada is proud to announce the addition of a new premium compact camera – the Fujifilm X10 - to its digital camera line up for Fall 2011. The Fujifilm X10 features a large 2/3" 12MP EXR-CMOS sensor, a crystal clear optical viewfinder and a bright FUJINON F2.0 – F2.8 all glass lens with a smooth, high-precision manual 4X optical zoom in a stylish, eye-catching retro design.1
The X10 is a highly advanced compact camera with specifications that follow in the footsteps of the sought after multi award-winning Fujifilm X100: the ultimate in refined design, components, functions and specification.
"We are very excited to launch the X10 following the huge success of the Fujifilm X100. The aesthetic appeal of this camera with its intuitive controls allows consumers to experience photography the way it was always meant to be," says Greg Poole, Vice President Sales & Marketing, Imaging Products at Fujifilm Canada. "The X10 borrows a lot of the same technology and retro design of the X100 but with added features and at a more affordable price point, setting a new standard for style and quality for digital photography."
Newly-developed large 2/3" 12MP EXR CMOS sensor and advanced EXR Processor
The X10 features a newly-developed large 2/3" 12MP EXR CMOS sensor with approximately twice the sensor area, and approximately 2.5 times the pixel area, compared to other camera models2.
The EXR CMOS sensor combines Fujifilm's proprietary EXR sensor technology (which can select the optimum shooting mode from the three options), with CMOS sensor technology to provide bright, sharp images with exceptional low noise at high sensitivity, high speed capabilities in all scenes and lighting conditions.
In addition the X10 features a high-speed EXR-CMOS sensor and a multi-core EXR processor which facilitates high-speed continuous shooting at up to 7 frames per second at full resolution, and 10 frames per second at 6 megapixels. A 49-point matrix contrast AF provides high-speed and high-precision auto focusing thanks to the fast CMOS capabilities and the advanced EXR Processor's AF system. With a shutter-lag of less than 0.01 seconds, the X10 can capture even the most fleeting of photo opportunities.
Newly-developed bright FUJINON F2.0 – F2.8 4x optical, manual barrel zoom lens
The X10 features a newly-developed high-resolution Super EBC FUJINON3 lens which has been treated to reduce ghosting and lens flare promising clear image quality over the entire image. The lens consists of 11 glass lens elements in 9 groups, including 3 aspherical glass lens elements (6 sides) and 2 extra-low dispersion lens elements. The result is an ultra bright lens with a wide-angle maximum aperture of F2.0 and telephoto maximum aperture of F2.8.
Unique to the Fujifilm X10 is its all-metal lens barrel design providing ultra smooth and precision zooming, the same system utilized on only high-end professional FUJINON broadcast lenses. In addition, the camera’s power switch has been built into the manual barrel zoom to facilitate faster start-up and response times to help you avoid missed photo opportunities. The lenses are designed by FUJINON who has long-term experience supplying professional broadcasting lenses.
Featuring a newly developed Optical Image Stabilization mechanism that greatly reduces blurring (due to camera shake), you can take sharp photos in confidence, even at full telephoto zoom.
The combination of the bright F2.0 - F2.8.lens and the 7-blade aperture diaphragm capture the subject in crisp detail with a beautiful defocused "bokeh" effect.
A bright optical viewfinder with a wide viewing-angle
Fujifilm’s engineers have used an arrangement of 3 aspherical lenses plus a special dach prism configuration to deliver a viewfinder with superior brightness and a superb field of view with its extra wide viewing angle while still maintaining a compact camera size. Using an optical viewfinder vs LCD screen also enhances battery life and improves the number of shots per charge. This combined with the Manual Barrel Zoom functionality, makes a real difference and brings a welcome old-style photographic feel to the X10.
Elegant design inherited from the X100 with "made in Japan" seal of quality
Thorough attention to detail is evident as soon as you take hold of the X10’s all black stunning retro body with its “leather-like” finish. Its upper controls and base are manufactured from lightweight, ultra strong, die-cast magnesium alloy; and the mode dials and lens ring feature an aluminium milled, luxurious textured finish. The intuitive operability of the various dials and shutter-release button is also evident with the high-precision manual zooming lens doubling up as an on/off power switch reducing the start-up time, ensuring you can react quickly to potential photo shooting scenarios as they occur. The exquisite notches of the exposure compensation dial and the satisfying torque feedback on the lens barrel produced by the hidden metal ball in the click-stop mechanism ensure the quality of craftsmanship is truly apparent.
Unique functions for adjusting image quality
EXR Auto – for the automatic optimization of the sensor and the camera settings
The X10 not only offers “EXR Auto” (which adjusts camera settings to suit sunsets, blue skies, greenery, beaches, snow, etc.), and detects people and identifies difficult to photograph backlight conditions, but now, it even has the ability to detect subject movements. The intelligent EXR CMOS Sensor automatically selects the optimum shooting mode from of a total of 99 different variations; this enables it to capture any kind of scene perfectly in even the most difficult shooting conditions.
In terms of ISO settings, the X10 can capture shots between ISO 100 for well lit conditions and top picture quality, and ultra-high ISO 128004 for the most minimal of lighting conditions. If the correct exposure cannot be obtained with the selected ISO setting, the ISO Auto Setting function adjusts it automatically between 100 and 3200.
For those of you that like to experiment, the X10 offers Fujifilm's unique Film Simulation modes, reflecting the company's background in photographic films. Eight settings are available, including Velvia / PROVIA / ASTIA which allow you to reproduce the well-known tones of highly popular colour reversal films. The X10 also expands the scope of photo expression with Monochrome Mode that can be fine-tuned with R / Ye / G filter settings.
In addition to Auto White Balance, the X10 provides a choice of 9 white balance presets to compensate for the colour of different light sources. Users can also set a Custom White Balance using a grey card or other surface, or select the optimum Kelvin value.
The X10 also features detailed image adjustability settings with options including "Colour" to adjust colour strength, "Highlight Tone" / "Shadow Tone" to adjust contrast in highlight / shadow sections, and "Sharpness" to sharpen or soften pixel edges.
Finally there is a Noise Reduction Adjustment function to set the strength of noise reduction at 5 different levels according to the users' emphasis on whether to prioritize high resolution or low noise.
Other notable features on the X10
The Fujifilm X10 will be available in Black starting late October 2011 with pricing to be confirmed mid September. For more information visit the Fujifilm X10 product page.
Premium Accessory Line-up (sold separately)
To perfectly compliment the look and premium quality feel of the X10 camera body, a retro leather "quick shot" case with matching strap has been designed which fits the X10 like a glove. Made out of luxurious leather it has been thought out with uncompromising attention to detail, ensuring the ultimate ease of use and practicality.
LENS HOOD (LH-X10)
Precision milled from metal, the lens hood with adapter ring will be available. The adapter ring is also compatible with commercially sold 52mm filters and lens caps.
TTL FLASH (EF-42/EF-20)
EF-20 (Guide Number:20) and EF-42 (Guide Number:42) TTL flashes are compatible with the X10.
FUJIFILM Canada Inc. is a subsidiary company of FUJIFILM North America Corporation. Fujifilm Canada is based in Mississauga Ontario, with regional offices in Montreal and Vancouver. A leader in the distribution of technologies that provide the backbone for state-of-the-art Imaging, Graphic Arts, Photofinishing, Recording Media and Motion Picture products, Fujifilm Canada stands proud as a proven solutions-provider. For more information, visit www.fujifilm.ca.
FUJIFILM North America Corporation, a marketing subsidiary of FUJIFILM Corporation, consists of five operating divisions and one subsidiary company. The Imaging Division sells consumer and commercial photographic products and services including film, one-time-use cameras, online photo services and fulfillment, digital printing equipment and service. The Electronic Imaging Division markets consumer digital cameras. The Motion Picture Division provides motion picture film, and the Graphic Systems Division supplies products and services to the printing industry. The Optical Devices Division provides binoculars, and optical lenses for closed circuit television, videography, cinematography, broadcast and industrial markets. FUJIFILM Canada Inc. markets a range of Fujifilm products and services. For more information, please visit www.fujifilm.com/northamerica, or go to www.twitter.com/fujifilmus to follow Fujifilm on Twitter. To receive news and information direct from Fujifilm via RSS, subscribe at www.fujifilmusa.com/rss.
FUJIFILM Holdings Corporation, Tokyo, Japan, brings continuous innovation and leading-edge products to a broad spectrum of industries, including electronic imaging, digital printing equipment, medical systems, life sciences, graphic arts, flat panel display materials, and office products, based on a vast portfolio of digital, optical, fine chemical and thin film coating technologies. The company was among the top 16 companies around the world granted U.S. patents in 2010, and in the year ended March 31, 2011, had global revenues of $25.8 billion5. Fujifilm is committed to environmental stewardship and good corporate citizenship. For more information, please visit www.fujifilmholdings.com.
2Compared to cameras with a 1/2.3” sensor
3High quality FUJINON lenses are used widely in the broadcasting industry worldwide. For more information please visit: http://www.fujifilm.com/products/digital_cameras/fujinon/
4The recording resolution is the resolution defined in the Image Size [S] setting
5At an exchange rate of 86 yen to the dollar.
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