Press Releases

Fujifilm Announces Availability of FinePix X100

Fujifilm FinePix X100

Fujifilm FinePix X100

Fujifilm Canada Introduces FinePix X100: Superior technology for the professional photographer

Custom APS-C sensor, Fujinon fixed focal length lens and world’s first Hybrid Viewfinder, combined to deliver the highest image quality in the history of Fujifilm Digital Cameras

February 8, 2011 (Mississauga, ON) – Fujifilm Canada is pleased to announce the release of the new FinePix X100, a high-grade digital compact camera featuring an APS-C CMOS sensor (12.3 megapixel), a Fujinon 23mm fixed focal length F2 lens and the world’s first Hybrid Viewfinder. Aimed at professional photographers or keen enthusiasts looking for outstanding image quality, the FinePix X100 is the ideal professional compact camera, especially when image quality and versatility are the primary considerations. With its luxurious design, classic curves and retro style, the FinePix X100 is unlike any other camera on the market today and is en route to becoming a revolutionary milestone in photography.

“It has always been important for Fujifilm to introduce products that are in a class of their own and with the X100, our knowledge of imaging and image quality are on full display. The combination of a hybrid viewfinder, large APS-C sensor and a precisely matched prime lens make this camera unique to anything else in the market,” says Greg Poole, vice president, Imaging Division, Fujifilm Canada Inc. “We are ecstatic about the incredible initial reaction from traditional media outlets, camera fans and pro photographers. It’s great to see that a lot of people have a deep appreciation for what Fujifilm has done here.”

The development of the FinePix X100 was first announced at the Photokina Exhibition in Cologne, Germany in September 2010, where it received an enthusiastic welcome from the industry.

Fujifilm FinePix X100

Fujifilm FinePix X100

12.3 Megapixel APS-C CMOS Sensor and EXR Processor
The FinePix X100 features a custom 12.3 Megapixels CMOS High-Performance Sensor, optimized and developed exclusively for this model and providing a sharper image with exceptional clarity. When shooting 720p HD movies, the combination of the large-sized sensor and the large aperture F2 lens lets users shoot movies with a shallow depth of field, a capability not available in conventional compact cameras. The ideal combination of a fixed focal length lens, a high-sensitivity sensor (approximately 10 times the sensitivity of a conventional compact*) and a high-performance image processor captures high-quality images from low to high sensitivity. In standard form, the planned ISO range extends from 200 to 6400, but can be expanded to include 100 and 12,800. Users can also set the Maximum Sensitivity Setting to prevent the automatic use of high ISO.

Its new EXR Processor takes processing to new heights. Combined with the high-sensitivity sensor, the EXR Processor achieves the highest resolution, sensitivity and dynamic range ever produced by a FinePix camera, providing ultimate image quality in every single shot. The CMOS high-performance sensor and the EXR Processor’s enhanced focusing system contribute to high-speed AF performance and low shutter / shutter time lag.

High-Performance 23mm Fixed F2 Fujinon Lens
The newly developed Fujinon lens offers a focal length of 23mm (135 equivalent: 35mm) that lets users capture a wide range of subjects while maintaining high resolution and optical clarity. It also features a large F2 aperture which not only delivers both ample brightness and high contrast sensitivity, but also achieves a high level of resolution when the aperture is closed by one or two stops. Exploiting the merits of a fixed focal length, this lens delivers sharp resolution from the center to the corners of the image. The nine-blade aperture diaphragm, combined with the large F2 aperture and high-quality optics, lets users take photos with a beautiful circular soft out-of-focus (bokeh) effect.

Other benefits include:

  • F2 Lens – eight elements in six groups. One aspherical glass molded lens.
  • Macro shooting as close as 10 cm.
  • The built-in ND filter (equivalent f-stop reduction of 3) can be switched ON/OFF via simple in-camera settings.

World’s First Hybrid Viewfinder
The FinePix X100 is the first camera featuring Fujifilm’s world first Hybrid Viewfinder technology, combining a window-type “bright frame” optical viewfinder with an electronic viewfinder system. The Hybrid Viewfinder uses an integrated prism for the 1,440,000 dot image of the optical viewfinder, which allows it to display both the shooting frame and a variety of shooting data such as shutter speed, aperture, white balance, exposure and ISO. With this ability to instantly switch between optical and electronic viewfinder, the new Hybrid Viewfinder offers the freedom to compose and play back photos in a wide range of challenging shooting conditions.

Other benefits include:

  • The reverse Galilean optical finder with a 0.5x magnification features all-glass elements made from high-refractive index glass, demonstrating low chromatic aberration and distortion.
  • In optical viewfinder (OVF) mode, the brightness of both the “bright frame” and text data is automatically adjusted according to the brightness of scene area, ensuring that shooting information is always easily and clearly viewable. Also, the displayed shooting data is constantly updated according to changes in shutter speed, exposure, sensitivity and other settings, so the user’s eye never has to leave the viewfinder.
  • In electronic viewfinder (EVF) mode, the photographer can preview the picture or playback the result with the “through the sensor” image review and high-resolution 1,440,000-dot quality. With a flick of the one-touch lever, the user can switch to EVF to preview and confirm exposure settings, depth-of-field, and white balance – especially useful when shooting macro shots and other scenes that are hard to confirm with only an optical viewfinder.
Fujifilm FinePix X100

Fujifilm FinePix X100

The detailed, high-quality design of the X100 was inspired by the classic beauty and feel of traditional film cameras. The top cover of the upper control deck and the bottom surface have been die-cast from magnesium alloy (semi-solid metal casting), contributing to a high-precision camera body. All dials and rings are precision milled from metal, and the traditional ‘manual’ dials let the user confirm the position of the settings without turning on the power. Design ergonomics offer the perfect balance between compact convenience and user-friendly functionality, featuring a chassis finished with high-quality leather-like accents.

The camera controls have been carefully thought out to give the photographer simple and speedy access to aperture, shutter speed, exposure compensation and ISO, allowing maximum creative expression with minimum hassle. The custom modes can also be used for a one-touch change in settings.

Image Quality Enhancement Functions
In addition to Fujifilm’s original Film Simulation Modes, the FinePix X100 expands the scope of photo expression with a Monochrome Mode that can be fine-tuned with R/Ye/G filter settings. The camera also allows for separate adjustment of shadow tones and highlight tones, letting users reproduce the rich tonality of high-contrast subjects. RAW photos can be captured easily using the one-touch RAW Button and in-camera RAW file conversion.

Additional Functions

  • Choose between 49-point auto EVF focus area or 25-point OVF auto focus area, as well as five different focus area sizes in EVF mode.
  • 720p HD Movie at 24fps and Stereo Sound Recording with built-in HDMI port allows user to shoot movies with aperture-priority AE and enjoy a soft, defocused background effect.
  • Built-in Motion Panorama to easily capture 180° and 120° panoramic photos.
  • 4 types of bracketing functions: AE, ISO, Dynamic Range and Film Simulation.
  • 460,000k resolution 2.8-inch LCD Screen.
  • Wide Dynamic Range up to 400 per cent to capture detailed contrasted scenes.
  • 5fps Continuous Shooting.
  • Dedicated Hot-Shoe + TTL Flash with High Speed Sync (Built-in Flash included).
  • 10cm Macro Mode.

FinePix X100 Premium Accessories
To complement the look and luxurious quality feel of the X100’s body, a custom leather case with matching strap has been built to perfectly fit the X100. Users will also enjoy the X100 metal lens hood and adaptor ring, available separately. The adapter ring is also compatible with commercially sold 49mm filters. Two TTL-Flashes are available, the EF-20 (Guide Number:20) and the EF-42 (Guide Number:42).

The FinePix X100 will be available in March at a suggested retail price of $1,199.99 (CDN) and is offered with a 2-year Canadian Manufacturer’s Warranty. For more on the FinePix X100, check out the Fuji Guys videos at or

About Fujifilm
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

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, or go to to follow Fujifilm on Twitter. To receive news and information direct from Fujifilm via RSS, subscribe at

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 20 companies around the world granted U.S. patents in 2009, and in the year ended March 31, 2010, had global revenues of $23.5 billion*. Fujifilm is committed to environmental stewardship and good corporate citizenship. For more information, please visit* At an exchange rate of 93 yen to the dollar.

All product and company names herein may be trademarks of their registered owners.

Related Links: