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Fujifilm Canada Announces the FinePix X10

Fujifilm FinePix X10

Fujifilm FinePix X10


Combines the charm and aesthetic appeal of cameras from past eras with groundbreaking technologies and intuitive operability

Mississauga, ON, September 1, 2011 – 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 models*2.

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.

  • SN High Sensitivity and Low Noise mode – produces clear and sharp images at high sensitivity while minimizing noise levels, and is an ideal choice for capturing night scenes or indoor situations with poor lighting.
  • DR Wide Dynamic Range mode – delivers an increased dynamic range (up to 1600%) while maintaining rich gradations and detail in both shadows and highlights
  • HR High Resolution mode – takes full advantage of the 12MP resolution to reproduce the finest details in landscape and portrait scenes, perfect for use on bright clear days

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.

Fujifilm FinePix X10 Flash Up

Fujifilm FinePix X10 Flash Up

Newly-developed bright FUJINON F2.0 – F2.8 4x optical, manual barrel zoom lens
The X10 features a newly-developed high-resolution Super EBC FUJINON* 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.

Fujifilm FinePix X10 Back View

Fujifilm FinePix X10 Back View

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 12800*4 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.

Fujifilm FinePix X10 Top View Lens at 28mm

Fujifilm FinePix X10 Top View Lens at 28mm

Other notable features on the X10

  • RAW shooting and in-camera RAW processing (plus SilkyPix RAW conversion software is supplied in-box)
  • Diverse manual shooting modes that can be selected according to scene type (Program / Aperture Priority / Shutter Speed Priority / Manual) plus Manual focus
  • Customizable Fn-button and model dial selection
  • Power start-up within approx. 0.8 seconds using on/off switch built into lens ring (must be in Quick Start mode) perfect for capturing any unexpected photo opportunities
  • Best-in-class Full HD 1080p movie recording capabilities.
  • Manual pop-up flash with a range of 7 metres and TTL Flash capability
  • High-contrast and wide viewing-angle 2.8″ 460K dot High contrast LCD monitor that provides excellent view-ability even if you’re outdoors in bright sunlight
  • 1cm Super Macro mode
  • Motion Panorama 360 for seamless 360-degree panoramic shooting
  • Four diverse auto bracketing functions for exposure, ISO sensitivity, dynamic range and film simulation
  • Electronic horizon levelling gauge to check the camera is being held on the level, and histogram display to check image exposure
  • Mechanical shutter release cable socket (cable sold separately)

The Fujifilm X10 will be available in Black starting late October 2011 with pricing to be confirmed closer to launch. For more information visit

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