Fujifilm's new camera is silly and fun, but is it just a joke?

The Fujifilm X half is a JPEG-only compact camera with a fixed focal length and a vertically orientated sensor, designed to mimic the experience of shooting with a half-frame film camera. It prioritises fun over technical excellence.

Key features

• Vertical 18MP, 8.8 x 11.7mm CMOS sensor
• 32mm equiv F2.8 lens
• JPEG-only output
• 2-in-1 mode combining sequential shots into a 3:2 image
• Tunnel-style optical viewfinder
• Film Camera mode simulates the film camera experience
• 10 Film Simulations
• 18 Filters
• Twin touchscreen interface
• Date stamp option
• 880 shot per charge rating when using OVF
• 'Film advance' lever
• Direct printing to Instax printers

The obvious reference point will, no doubt, be Fujifilm's own X100 series cameras, and we doubt Fujifilm will dislike the comparison, given their popularity. But, whereas the X100 cameras look a lot like miniature Leicas, the cute, boxy X half looks more like a scaled-down Rollei 35.

The X half will have a recommended price of $849 and will be available in black, charcoal or silver. There's no obvious precedent for a camera like this and the uncertainty around the cost of importing items from China into the US makes it a little hard to make sense of, but it seems like a lot for a camera that's putting more effort into being fun than functional.

Index:

• What is it?
• Body and handling
• Initial impressions
• Sample gallery
• Specifications
• Press release

What is it?

The Fujifilm X half is a fixed-lens camera built around an 8.8 x 11.3mm sensor. Those dimensions may not sound familiar but it's essentially a 4:3 crop from a 20MP 3:2 Type 1 sensor, turned on its side.

So, when Fujifilm talks in terms of half frame, it's talking about the 3:4 shooting experience you get from shooting half a frame of 135 film, not about mimicking the same capture area that would give.

It has a 10.8mm F2.8 prime lens, and that sensor's 2.94x crop factor means this gives a 32mm equivalent field of view and an F8.2-equiv maximum aperture.

Flicking the film advance lever just after you've taken a shot (or when you're reviewing an image in playback mode) lets you combine that shot with the next one you take. Left image: Provia film sim | F2.8 | 1/800 sec | ISO 200 Right image: Provia film sim | F2.8 | 1/1600 sec | ISO 200 Photos: Richard Butler

You can shoot individual 3:4 vertical images, swiping on the Film Simulation window on the back of the camera to change your virtual film stock. Alternatively, if you flick the film advance lever after taking a shot, you can combine your previous and next images to create a side-by-side diptych. Both individual images are saved to the memory card, in addition to the combined version.

Film Camera mode

The X half is best understood through its Film Camera mode. Engage the mode and you'll be asked how many exposures you want on your virtual film: 36, 54 or 72. If those second two numbers look unfamiliar, remember that this is styling itself as a half-frame camera, so you can fit 72 shots on a '36 exposure' film.

"Once you start shooting, you'll have to use the film advance lever after each shot: the camera won't take another photo until you do"

When in film camera mode, you lose the live view on the back of the camera and have to compose via the optical viewfinder. You also lose the ability to swipe to change Film Simulation or filter: you're using a single roll of 'film,' after all.

And, once you start shooting, you'll have to remember to use the film advance lever after each shot: the camera won't take another photo until you do.

Once you've taken all your photos, you can connect your camera to the app and transfer the photos, at which point you get to see a contact sheet and watch the images 'develop.' That contact sheet image, complete with sprocket holes, frame numbering (with the images numbered as 01, 01A, 02, 02A and so forth), can also be downloaded.

If you lose interest in a project before the end of the roll, you can double-tap the film window screen and the camera will 'rewind' the roll, leaving you with a partially-complete film strip. Fujifilm also warns that removing the memory card or the battery can result in film camera mode being abandoned.

Filters and Film Simulations

One of the X half's main selling points is likely to be Fujifilm's film simulation modes, and the camera includes ten of the most popular ones.

The X half also has a range of Filter modes, including Toy Camera, Vignetting, Light Leak, Halation and Expired Film. These give more extreme looks than the film simulations, but include some fun options such as giving the expired film mode a green or red tint, or the light leak mode that applies a one of a selection red/yellow bursts across each image at random, which are only visible in the final image. Filters can't be combined with Film Simulation modes.

ISO and Autofocus

The camera's base ISO is 200 and there are three pre-defined Auto ISO settings, you choice is essentially whether the camera stops at ISO 800, 3200 or 12,800.

In terms of autofocus, you have a choice of two AF area modes: a large central point or an AF area that can be moved to one of nine positions. There are eye and face detection options on top of this, and the camera will prioritize faces in your scene, regardless of the AF position.

Autofocus is somewhat laggy and distinctly slow, though, so we found the camera to be much more dependable in AF-S mode. This is not a camera for action or moving subjects, really.

Video

The X half can shoot up to 1080/24 footage at up to 50Mbps, captured in a 3:2, 1080 x 1440 format. It can also shoot 2x slowmo footage. These video clips can be combined with still images in 2-in-1 diptychs, output as 2160 x 1440px MOV files. There's a 3.5mm-to-USB-C lead in the box that lets you use an external mic with the camera, if you insist.

Body and handling

The X half is small, boxy and really rather cute: both its size and looks attract attention. It's also pretty well built. It feels like a lot of it is plastic but it's thick enough that the camera doesn't feel flimsy. It's small enough to fit in a coat pocket, despite the protruding lens.

The lens has an aperture ring around it, controllable in whole stops and with an 'A' position at one end, passing control back to the camera body. There is no other control dial on the camera, so there's no way to gain 1/3EV control of the aperture.

The camera's shutter tops out at 1/2000 sec, so in bright light you'll need to remember to stop down; especially if you're using the viewfinder, where there's nothing to indicate that your shots will be overexposed.

The lens is covered with a soft plastic lens cap. It's not the prettiest or most convenient feature, but ends up highlighting a benefit to the lens design: it doesn't change length. As such you never have to worry about stripping the gears or damaging a motor if you turn the camera on in your pocket or with the cap still attached.

The top of the camera is decidedly simple: a large exposure comp dial, that photo advance lever and an power switch, which releases the level from its stowed position. There's also a cold shoe slot in the middle of the camera. We're not really sure why.

The whimsy continues on the back, with a film-window-style rounded LCD panel that displays the currently active Film Simulation mode or Filter effect. It's a touchscreen, so you can swipe up or down to change mode (unless you're in Film Camera mode).

Next to this is the main display, a small, portrait-orientation 2.4" 640 x 480px touchscreen. In regular shooting mode this shows a live view display, just as you'd expect. Swiping your finger across the screen brings up one of four menus.

Swipe right

Swipe down	Swipe right	Swipe up	Swipe left

Swiping down gives you the choice between connecting to a smartphone and entering Film Camera mode.

Swiping right lets you select whether you're in Film Simulation or Filter mode. There are icons at the bottom of the screen to let you determine which of these modes applies to stills or video shooting. You don't select which of the simulations of filters you're using, just which mode the camera is in.

Swiping up brings up a quick menu, detailing eight of the camera's core settings:

Finally, swiping left brings up the camera's main menu. It's a much-simplified variant of the one from other Fujifilm cameras, divided up into seven catagories: Shooting settings, Movie settings, IQ settings, AF/MF settings, Audio settings, Set up and Networking/USB settings. These catagories are navigated by swiping up and down on the film window, next to the main LCD.

The film advance lever

One of the only physical controls on the whole camera is the film advance lever. In normal camera mode its job is to engage 2-in-1 diptych mode, in Film Camera mode it acts as the film advance lever it mimics. Push the lever in towards the body in normal shooting mode and the camera will show you the last image you took, while the lever is held in. Again, we're not entirely sure why.

Battery

The X half takes the same NP-W126S battery as Fujifilm's other small cameras. It's a relatively large battery for such a small camera, making up something like 1/7th of the camera's volume. This helps power the camera to a rating of 880 shots per charge, if you use the OVF. We've not seen a figure for shooting with live view.

This is enough that you'll essentially never have to worry about charging the battery. The camera can charge over its USB-C socket, so all you need to do is remember to plug it in from time-to-time.

Initial impressions

The Fujifilm X half is, objectively, a profoundly silly camera. It is, after all, a digital camera with a film advance lever. But that's not to say it's a joke, necessarily.

Whether you think the X half is cute and fun or utterly ridiculous is likely to come down to what you think of its Film Camera mode. If you like the creative challenge and playfulness of a mode where you have to shoot a whole virtual roll's worth of images before 'developing' them on your phone, then you might well really enjoy the X half.

If you find the idea preposterous, worry about it only being able to produce JPEGs, or find yourself thinking 'it's basically half of Four Thirds, doesn't that make it 1/8th frame?' then it's fair to say this isn't the camera for you.

Even without using Film Camera mode, the ability to combine images (with a choice of dividers and widths) prompts you to think about pairs of images that will go well together. Left image: Provia film sim | F2.8 | 1/125 sec | ISO 640 Right image: Provia film sim | F2.8 | 1/125 sec | ISO 640 Photos: Richard Butler

The X half will inevitably ride on the coat-tails of the hugely successful X100 series, but whereas that camera was beloved both by established photographers and newcomers enraptured by its stylish aesthetic and attractive color response; the X half's pull is likely to be much stronger for the latter group.

"Expecting you to crank the non-existent film forward is inherently ridiculous, but entertainingly so"

The pictures aren't great and the camera is distinctly laggy in most of the things it does. If you're coming from a modern mirrorless camera, it might be a bit of a shock. If you've been buying old compacts on eBay, you'll probably feel right at home. And it seems likely that this is the intended audience for this camera: someone who appreciates a small camera with a sense of fun.

Because yes, the Film Camera mode is fun. Expecting you to crank the non-existent film forward is inherently ridiculous, but entertainingly so. Likewise the idea of a retro-feeling compact camera that can deliver Fujifilm's Film Simulation colors is a delightful prospect, even with the X half's drawbacks.

It's hard to get a sense, from pictures, of just how small the X half is. It's not much bigger than the palm of my hand.

Our main concern is the price, though. Even after a surge of inflation that's left us all a little unsure how much our money is now worth, $849 feels like a lot for something so playfully flirting with frivolity. And, on our production camera, albeit with non-final firmware, the lagginess and autofocus speed risks taking some of that joy out of the experience.

The X half doesn't take itself too seriously, and that doesn't in itself make it a joke, but we worry its price tag risks being a punch-line that falls rather flat.

Sample gallery

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