At Cine Gear, FUJIFILM revealed new insights about its upcoming GFX ETERNA cinema camera, confirming a 2025 release. Yuji Igarashi and Makoto Oishi shared technical details and explained their phased rollout strategy.
Evolving in Real-Time: FUJIFILM’s Development Strategy
Rather than unveiling all features at once, FUJIFILM is evolving the GFX ETERNA with user feedback. “We’re building this as we go,” said Yuji. They aim to fulfill announced features while remaining flexible to implement firmware updates or hardware accessories suggested by users.
Designed for Cinema: Technical Highlights
Custom Low-Pass Filter
Unlike traditional GFX cameras for photography, the GFX ETERNA includes an optical low-pass filter to minimize moiré and aliasing—essential for filmmaking.
Versatile Recording Options
Built on the GFX100 II platform, the GFX ETERNA supports Super35 and open-gate (4:3, 3840×2880) formats. Internal RAW recording won’t be available; users must rely on external recorders for RAW capture.
Rolling Shutter Performance
While no hard numbers were shared, FUJIFILM promises excellent rolling shutter speeds in core modes like Super35 and open-gate. Some formats may have limited high frame rate options.
Next-Level Film Simulation
One standout feature is support for up to 16 custom 3D LUTs. Users can create personal film looks, moving beyond FUJIFILM’s 20 preset simulations. The brand plans to release more LUT-based simulations, reinforcing its identity as a “color-first” company in cinema.
Advanced Connectivity and Control
Remote control is robust via both Wi-Fi and Ethernet, utilizing browser-based tools. Operators can manage focus, iris, and key settings remotely—ideal for solo shooters and compact crews.
Open-Gate Recording with Flexible Framing
To support various production needs, the camera includes seven preset aspect ratio overlays. Creators can also define custom guidelines—perfect for matching content to cinema, TV, or social media platforms.
Competitive Market Positioning
Asked about pricing, Yuji noted that the landscape is shifting: “More cameras, lower prices, fierce competition.” Though pricing remains undecided, FUJIFILM is committed to offering the GFX ETERNA as an end-user product—not just a rental option.
A New Product Line Emerges
This is just the beginning. FUJIFILM confirmed that the GFX ETERNA will lead a new family of cinema products. More models may be announced in 2025, including updates possibly showcased at the X-Summit in Shanghai.
A Bold Step into Cinema
The GFX ETERNA signals FUJIFILM’s serious entry into the large-format cinema space. It combines cutting-edge sensor tech, color expertise, and a development strategy that values community feedback. With its flexibility and creative potential, this camera could challenge industry norms and appeal strongly to independent creators.
Final Thoughts
With the GFX ETERNA 2025 release confirmed and refinements ongoing, FUJIFILM is clearly listening to filmmakers. The hybrid of heritage color science and modern cinematography tools makes it a compelling proposition. Will this development approach reshape expectations?
