Fujifilm Launching the 1:1 Aspect Ratio INSTAX Square SQ6!

instax_SQ6_PearlWhite.jpg
(Fuji INSTAX SQ6 in Pearl White)

Fuji is a survivor. For years they battled Kodak for worldwide domination of the 35mm film market. Once that market was crushed by the digital revolution Fuji emerged from the ashes clearly above Kodak and other film manufacturers like Polaroid. A big part of that is their ability to adapt to the market. Their incredible line up of mirrorless digital cameras has helped pushed the boundaries of the market to higher levels. Through all of the transition and turmoil as the market changed, they still made their Instax camera which they debuted in 1998 at the very end of the celluloid era. 

People love the Instax line. It's tactile and can help budding photographers perfect their craft. For those of you who laugh at the fact that a camera with an inferior lens and resolution to a professional DSLR or Mirrorless could be used as a learning tool, please take into consideration the art of choosing your shot. With an Instax, you have to be choosy about the image you take as you only have a certain amount of film and it's not free. When people use an Instax, they take an extra moment to compose and create an image that they'd probably culled from two dozen digital images. 

instax_SQ6_GraphiteGray.jpg
(Fuji INSTAX SQ6 in Graphite Gray)

Today, Fuji announced their first analog square Instax camera, the Instax Square SQ6. It's crazy how technology influences other forms of similar technology. Camera phones replaced most point-and-shoots while apps like Instagram changed how we shoot at look at pictures. Instagram only decided to use the square image because the app is used vertically on phone and if you want to use the whole screen for the app, the pictures needed to be square to get a larger image. 

So, now, people get to take Instax images that look like their Instagram page, a 1:1 aspect ratio that makes better use of the format vs the vertical rectangle. 

Manny Almeida the President of the Imaging division for Fujifilm North America said this about the new product: "The SQ6 is an affordable and attractive option from the INSTAX line of instant cameras to capture real-life moments with a creative twist."

instax_SQ6_BlushGold.jpg
(Fuji INSTAX SQ6 in Rose Gold)

The new camera has three cool new modes to capture images:

- A double exposure mode that allows you to superimpose two images onto one piece of film which is really fun, 

- A macro mode that lets you take pictures of something as close as 11.8 inches away and still have it be in focus, which would be unheard of for most instant cameras.

- It also has a landscape mode and two types of film, one without borders and one with a black border. 

One of the neat features though is a small mirror on the front that lets you know if your selfie is in the frame. It's so primitive but so smart. It also has auto exposure and three different colored filters for the flash -- orange, purple and green -- to, you know... get weird. 

Check out these cool features directly from the press release:

  • Available in three colors, Pearl White, Blush Gold and Graphite Gray.
  • Compatible with FUJIFILM INSTAX SQUARE film (purchased separately).
  • Picture size - 62mm x 62mm/2.4in. x 2.4in.
  • Retractable lens, 2 components, 2 elements, f = 65.75 mm, 1:12.6.
  • Inverted Galilean finder, 0.4 x, with target spot.
  • Three motor driven focus modes: Macro Mode (0.3m - 0.5m/1ft. -1.6ft.), Normal Mode
  • (0.5m - 2m/1.6ft. - 6.6ft.), Landscape Mode (2m/6.6ft. and beyond).
  • Programmed electronic shutter release, 1.6 sec - 1/400 sec.
  • Automatic, Interlocking range (ISO 800): LV 5 - LV 15.5, Exposure compensation: ± 2/3 EV.
  • Electronically controlled self-timer with approximately 10 second delay
  • LED display with Shooting mode (auto, selfie, macro, landscape, double exposure),
  • brightness adjustment, flash suppressing and self-timer mode.
  • Two CR2/DL CR2 lithium batteries.
    • Capacity: Approximately 30 INSTAX SQUARE 10-pack film packs with new CR2/DL CR2 lithium batteries.
  • Tripod socket (tripod sold separately).


The Instax SQUARE SQ6 will be available for sale on May 25th in three colors, Pearl White, Blush Gold and Graphite Gray for an MSRP of $129.95. 



Full Press release below:



FUJIFILM ANNOUNCES THE NEW INSTAX SQUARE SQ6, THE FIRST

SQUARE FORMAT ANALOG INSTAX CAMERA

Valhalla, N.Y., May 14, 2018 - FUJIFILM North America Corporation today announced the
first SQUARE format analog INSTAX camera, in the FUJIFILM Instax instant camera line, the
new INSTAX® SQUARE SQ6, a sleek and sophisticated square format instant film camera for
instant square prints. The square format film provides a wider photo range with 1:1 aspect ratio.
This allows for more room to set the scene, enabling capture of the subject, its background and
extending the range of artistic expression.

"We are very excited to bring our first square format analog INSTAX camera to market," says
Manny Almeida, President, Imaging Division, FUJIFILM North America Corporation. "The SQ6
is an affordable and attractive option from the INSTAX line of instant cameras to capture real-life
moments with a creative twist."

To celebrate the release of the new INSTAX SQUARE SQ6, Fujifilm together with iHeart Radio,
will hold an exclusive, private launch event, "A Night in NY," on May 15 th at West Edge in New
York City. The event will feature experiential spaces to create custom, photo shareable content
to immerse guests in curated experiences with INSTAX cameras, including the new SQ6.
Hosted by Z100's Danielle Monaro, "A Night in NY" will also feature an intimate performance by
singer-songwriter MAX, #1 hit song "Lights Down Low."

Along with the SQ6, instax SQUARE black instant film will also be released. With its new black
frame, users can enjoy added creativity, perfect for a wide array of DIY projects.

Available in Three Beautiful Colors
The SQ6 is available in three stylish colors, Pearl White, Blush Gold and Graphite Gray.

Variety of Features for Enhanced Creativity
The new SQ6 is equipped with various features that allow users to be more creative. With auto
exposure control, the high performance flash automatically calculates the surrounding

brightness and adjusts shutter speed to capture both the subject and background with clarity,
even when shooting in low light conditions, such as indoors or at a party. Three color filters that
fit over the flash in orange, purple and green are included to add a pop of color to the images.
Additionally, the camera can be set to a selfie mode which automatically adjusts focus and
brightness. For added usability when taking selfies, a small mirror is located next to the lens to
ensure accurate capture. Group photos are made easy with the built in timer and the added
tripod socket located at the bottom of the camera.

Three Unique Modes to Capture Any Moment
To ensure capture of any moment, the SQ6 offers three unique modes. The double exposure
mode is capable of superimposing two images onto a single film when the shutter button is
pressed twice. The macro mode allows users to capture beautiful close-up images of subjects
as close as 30cm and the landscape mode can be used to capture impressive scenic photos.

INSTAX SQUARE SQ6 Key Features:
  • Available in three colors, Pearl White, Blush Gold and Graphite Gray.
  • Compatible with FUJIFILM INSTAX SQUARE film (purchased separately).
  • Picture size - 62mm x 62mm/2.4in. x 2.4in.
  • Retractable lens, 2 components, 2 elements, f = 65.75 mm, 1:12.6.
  • Inverted Galilean finder, 0.4 x, with target spot.
  • Three motor driven focus modes: Macro Mode (0.3m - 0.5m/1ft. -1.6ft.), Normal Mode
  • (0.5m - 2m/1.6ft. - 6.6ft.), Landscape Mode (2m/6.6ft. and beyond).
  • Programmed electronic shutter release, 1.6 sec - 1/400 sec.
  • Automatic, Interlocking range (ISO 800): LV 5 - LV 15.5, Exposure compensation: ± 2/3 EV.
  • Electronically controlled self-timer with approximately 10 second delay
  • LED display with Shooting mode (auto, selfie, macro, landscape, double exposure),
  • brightness adjustment, flash suppressing and self-timer mode.
  • Two CR2/DL CR2 lithium batteries.
    • Capacity: Approximately 30 INSTAX SQUARE 10-pack film packs with new CR2/DL CR2 lithium batteries.
  • Tripod socket (tripod sold separately).

Availability and Pricing

The Instax SQUARE SQ6 will be available on May 25, 2018 in the U.S. and Canada for USD
$129.95 and CAD $159.99.

About FUJIFILM North America Corporation, Imaging
About Fujifilm

FUJIFILM North America Corporation, a marketing subsidiary of FUJIFILM Holdings America
Corporation consists of five operating divisions and one subsidiary company. The Imaging
Division provides consumer and commercial photographic products and services, including:
photographic paper; digital printing equipment, along with service and support; personalized
photo products; film; and one-time- use cameras; and also markets motion picture archival film
and on-set color management solutions to the motion picture, broadcast and production
industries. The Electronic Imaging Division markets consumer digital cameras, and the Graphic
Systems Division supplies products and services to the graphic printing industry. The Optical
Devices Division provides optical lenses for the broadcast, cinematography, closed circuit
television, videography and industrial markets, and also markets binoculars. The Industrial and
Corporate New Business Development Division delivers new products derived from Fujifilm
technologies. FUJIFILM Canada Inc. sells and markets a range of Fujifilm products and services
in Canada. For more information, please visit www.fujifilmusa.com/northamerica, go
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