Half Fun Full Price –Fuji X Half Is A Fake Film Experience

I'm sure it will sell great in hyper fashion conscious countries such as Japan, S-Korea etc. It will be a massive flop in Europe though.

The best review of the week. Thanks. For that pricetag Xhalf is for that one camera hipster living at Westend, Espoo. Jokes aside I truly hope Xhalf finds its userbase also in Finland. It's the most surprising gadget since Pentax 17.

The GFX RF was already a questionable concept that is too flawed in several ways. They now continue experimenting around... I'd prefer them to release high quality, well- thought out cameras. Nothing else.

Fuji X Half: goes into sleep mode
Fuji: Have you tried turning it off and on again meme

I canceled my Best Buy Preorder after learning the top and bottom plate is made of plastic...and realizing that I was primarily only interested in it for that locked-down experience (where you select the roll of film, and then have to finish shooting the entire roll). I already have 7 Fujifilm cameras and that experience is NOT worth $850....and not to forget I like the experience of handling my Fujifilm X100s, X-T2, etc due to the satisfying metal build in my hands. For such a tiny device, how much more would it have cost if they made just the top plate of metal? That's literally all I'm asking for if I have to pay almost a grand for a tiny device because the rest could be plastic for all I care. It's literally a few grams of metal. Maybe ~$5 more in material cost....so the tariff would've added an additional ~$1.60 in taxes to the overall camera ?

My ancient Canon G9x Mark 2 also has a 1-inch sensor, has a brighter F2.0 zoom lens, can shoot RAW, is even smaller than the X-Half, the whole thing is literally made of metal, and all of that for $400 (unadjusted for inflation/tariffs). Not sure how Canon was able to get it right almost 10 years ago.

Before digital, film required a skill set from shooting, to processing, to burning and dodging, for the final print. This Fuji Half seems to capture the essence of that in post. There is a certain amount of personal satisfaction of doing all the work. We're spoiled with modern tech, so this will likely appeal to some who yearn for yesteryear.

agfa optima was also very plastic and look similar , but a lot of fun !

I wish Fuji would just go all in on a Leica M style digital camera, analog range finder/viewfinder but with a digital with the x-trans sensor. I never got on with the hybrid view finder of the X100/X-Pro series to be honest. Or understood the X-Pro 3 rear screen thing. It's like Fuji are trying everything but the obvious.

To think that for this price you can get a decent film camera, a scanner, and a bunch of film, and still have a couple hundred bucks left. 🙄 Not to mention A LOT more fun. 😁

Nothing for me! I shot 30 years on film and 25 years on sensors! I still can use my old Minolta cams for shooting film if I want to!

For $1,000. CDN (Plus tax) I can think of far better ways to have fun than succumbing to Fujifilm’s latest blatant money grab. They must be having a good laugh at the thought that people would think this is a decent price for something you can easily emulate on an iPhone app. It’s an overpriced gimmick camera no matter how you look at it. Fat chance, Fujifilm!

lol 850$. fuck me man ..

300€ yeah but not 700 or 800€

At first, when they talked about the X HALF in "Fuji Rumors" I thought it might be a film camera like the Pentax 17. But when I realized that it was just a vertical sensor, I was pretty disappointed. Fuji could have included a vertical 4:5 crop in the next firmware and all Fuji cameras would be able to shoot in half frame. For example, if the XT50 shoots in half frame, it's still 20 MP and a larger sensor than the 1 inch sensor they put in the X-HALF.

It's a toy. An 850 bucks toy.

Love my xe-2, but this doesn't appeal to me at all

I like the way you walked a thin line between serious and irony!

There is a camera called the Flashback One 35. I think it’s an Australian company. The camera attempted to put the full film experience into a digital camera - even to the point that it took 24 hours or more to “develop” the “film”
It feels like Fuji was caught up in the hype of this and the Pentax17, but didn’t actually consider how people might respond to an obviously faux experience.
They do have very good film simulations though.

Hope we get MORE FUN from FUJI, Next 1 Inch Pocket Cam this small and light 240gr. with FUN FAST LENS
I like my PLASTIC Fantastic when it's a breeze to take EVERYWHERE, a camera for EVERYONE who's FUN. Even more FUN to be had with FUN FAST AF capture all them friends smiling WHILE they are smiling, No need for a Boring PRO, Point and Shoot and get that split second FUN FRIEND jumping in a trampoline. Add FUN TILTABLE FLASH (xenon) and I thinks that's about all the FUN one can handle in such a small bundle of joy.

I knew you wouldn't disappoint thanks for a completely honest review myself I was never going to by this camera because to me its not much more than a toy but in my country [australia] its priced about the same as a Ricoh GR3/3X absolutely ridiculous.

When Fujifilm does a Yeshica Y35🤪

Nikon 1 V1 + 1 nikkor 10mm F2.8 = more than a half cheaper and have +- the same sensor size.
Some kit's include other lenses too and SB-N 5 flash. True xenon flash. All this for about a half of the "half" price.

I used to have half frame camera a long time ago. But that was because it was cheaper to shoot with a half-frame, and I was a student on a tight budget. Half-frame cameras were cheaper, and film/development etc was half the cost of a full frame as well.
A plastic fake half-frame for nearly 900 euro... that is not cheap.

Alas a review of this "fun" toy cam and not a paid add.

Borderland a scam at the price point: 1 inch sensor in 2025 is just a joke: absolutely nothing you couldnt already do on a phone, only faster and at zero cost.

Some of the diptychs in this video were very interesting. I feel that they can sometimes tell a story better than just taking (and showing) one picture at a time! I think even with all the criticism for this camera, making an unconventional feature like that a central feature is nice for inspiration and getting out of your usual shooting habits. Ditto with the vertical sensor orientation. Sure, you can always do diptychs in post, but how often are you thinking of the two images to be combined while shooting? Olympus does have similar split image modes, but they are relegated to the "novelty" category most of the time. So yeah, definitely not the best camera but maybe a source for inspiration on how to use our existing equipment?

This is the most fun camera ever made!!! period

Para mí es una idea brillante, solo Fuji debe quizás más adelante, hacer una palanca de arrastre que le haga más resistencia mecánica al movimiento de los dedos, con algún mecanismo de relojería real, sin necesidad de usar una simulación electrónica de su funcionamiento mecánico.
Ya de por sí la idea de la palanca es en si misma genial. Pero si se toman más en serio los diseñadores de Fuji, de una auténtica práctica analógica dentro de la tecnología digital, deberían ponerle simplemente una palanca de arrastre rean mecánica al igual que las cámaras telemétricas y reflexs de rollos de años atrás.
Si logran perfeccionar y autentificar más ese modelo con una versión mark-2, estoy casi seguro, que solo por ese detalle tan peculiar tendrían muchas más ventas. Parece una bobería pero no lo es. La sensación de arrastre de pelicula con la palanca de las cámaras de antes es insustituible. La simulación por muy buena que sea mata ese espíritu legítimo analógico.
Si Fuji se vuelve a inspirar en la intención válida de este modelo, podría sacarle más provecho en el mercado.
¿Existe en pleno 2025 alguna cámara digital fotográfica con una palanca mecánica real de verdad , al igual que las réflex o telemétricas de rollo de antaño?
¿Por qué los ingenieros no diseñan algo así y dejan de lados las simulaciones?
¿Está tan difícil para los ingenieros coger un diseño de los años 1930, 1960, 1970, 1980, hacerla ingeniería inversa y montarle un sensor digital en dónde iba antes la película?
Solo deben usar otro mecanismo que funcione manera similar y que active electrónicamente la secuencia del paso, entre un fotograma y otro.
¿Es tan difícil para los fabricantes hacer ésto?
Es solo revisar y estudiar modelos anteriores y motivar a esos ingenieros a montarse en una máquina del tiempo y viajar al pasado sin prejuicios, reconociendo la ingeniosidad de aquellos diseños.
Si estamos ya en la era digital y ya se han fabricado bastantes modelos digitales por las marcas, que han mostrado su valía y superioridad tecnológica, con respecto a las cámaras de rollos, ¿Por qué entonces se siguen vendiendo cámaras de rollos de antaño de segunda mano?
¿Y porqué se ha mantenido de manera estable y creciente la venta y compra de rollos de película?
¿Entonces que están obviando los fabricantes de cámaras digitales?
Tienen antes sus narices una diversificación de mercado y de sus producciones, y no la aprovechan.
Pueden ofertar variantes analógicas ya probadas y a la vez variantes digitales.
O al menos variantes digitales más audaces que aprovechen y se comporten como las cámaras analógicas de antes.
En estos momentos hay una saturación tecnológica dentro de la era digital.
Hay un agotamiento o cansancio mental característico en los consumidores. Se quiere comprar rollos y usar cámaras analógicas de hace unos años atrás, a pesar tener celulares o móviles, o cámaras digitales disímiles que te facilitan el trabajo de producción de imágenes.
A pesar de vivir dentro de la era digital, hay un público nada despreciable económicamente hablando, que invierte y compra esos equipos analógicos para usarlos.
¿Por qué existe esa persistencia actual contra todo pronóstico y estudio de mercado de las grandes firmas dominantes?
Canon, Sony, Panasonic, Nikon, Pentax, OM Sistem, Fujifilm, Leica, DJI u otros.
Saludos 🙋🏻👍🏻

You are correct it’s a toilet camera nothing more nothing much

The title of this review should be..."When Boomers review a product not meant for them". I genuinely enjoyed the review but youre clearly not the demographic for this. Its for IG and TikTok use by Gen-Z and even younger.

I agree the price is whacko for that demographic as well.

I’ve been using Fuji since early 2012 and for a while even for my professional work. Used most of their higher end cameras and many lenses. Yet, a year ago I sold the last one. When Marketing takes over from Products, you know the products are not getting better, just different and higher priced. Build quality going down and over-emphasis on MPs, film simulations and video features, rather than fixing what needs to be fixed: horrible menu structure and erratic AF.

The latest cameras were quite disappointing, with a fake range finder and a fake film camera being the pinnacle of customer contempt. All the while neglecting what made Fuji unique, the X-E and the X-Pro line. Compact, high quality, and build for purpose, rather than trying to be a do-all, excel in none, Swiss knife camera. Still no updates for the 18mm f2, the 14mm and the 23mm f2… Just more ridiculous stuff.

Oh my xpro 3 does the same thing. I do not think Fuji is ever going to fix the bug where the camera goes to sleep and doesn't wake back up. I always just turn mine off after I take a picture, and then turn it on as I'm bringing it up to my eye.

For a toy camera it is pretty good, but they are sure not toying around with the stupid pricing though😅

Thanks Matti, I can sense the sarcasm in you video😅😂

The X-HALF is not meant to compete with other mirrorless bodies or outperform cutting-edge mobile photography. Instead, it carves out a unique space,
one rooted in nostalgia, creativity, emotional connection, and most of all, fun.

To the commenters below
The X-HALF was never designed to win spec wars, and it’s clearly not aimed at those who equate value with megapixels, sensor size, or the hyper spec.
Yes, it’s small. Yes, it’s quirky. And it’s not trying to be your next workhorse camera.
But dismissing it as a “plastic toy,” “overpriced nonsense,” or “rip-off for stupid fanboys” says more about the commenter’s rigidity than it does about the camera itself. There’s a market beyond you.
Some people want simplicity. Some people want charm. Some people just want to enjoy photography again without being burdened by the never-ending race for technical perfection.
To some of us, cameras are more than tools they’re companions. And the X-HALF, for all its so-called “limitations,” brings back the joy of simply seeing and capturing without the pressure to always shoot for perfection. The nostalgic design, tactile simplicity, and intentionally limited form is what makes it special — not what makes it inadequate.
If it’s not for you, that’s perfectly fine. But don't mistake "not for me" as "objectively bad." That’s lazy thinking. This camera isn’t trying to replace your full-frame DSLR. It’s trying to be something else. Something lighter. More personal. More fun.

You don’t have to like it.

But maybe , just maybe , you could try respecting that others do.

What happened to 24 frame film? 36 restricts you to b/w or colour for too long.
I'll take the icecream, too, for fun.

リコーの二番煎じ

I've pre-ordered it as a carry everywhere camera and I like the idea of the film mode to force me to focus on photographing and making me slow down e.g I'm out for the day and I've only got X number of shots. It IS too expensive for what it is and not having RAW is a bit of a bummer, maybe they'll firmware it it. But I've got a clear idea how to use this so I'm looking forward to it even with the drawbacks. I'm not an amateaur in terms of experience but I'm also not serious so i can appreciate a product like this and something different is definietly interesting. Great review Matti.

Fujifilm really has started to believe its own hype.

Well... I think it is an interesting creative idea from Fuji to propose something so different. In my opinion, it could be interesting more for advanced photographers who like the idea just to have fun with a small cam and explore another way to shoot, but... the camera doesn't offer the raw format, which is a problem for photographers that usually work with this format, and the price is so excessive. Whitout raw format, I would have been interested for 400 or 450€, and with the raw until for 600€. But for 850€, no way...

Great video ! I think I agree with your thoughts about the camera !

Toy for free gift

Since Fuji got hooked on the success they had with the Fuji X100f every camera they made ever since just feels so much cheaper and low quality manufactured (can not speak for the medium format lineup though). Taking a photo with the X100f still feels so great. the pressure point of the half-press, the sound of the leaf shutter. I sold my X100V after a month since taking photos with the V felt like I wasn`t taking any photos at all. Sometimes I did not even notice when what I did and there is no mechanical feedback. The body parts feel cheap (the front lever feels like a flimsy peace of plastic and feels like it breaks any minute, where the front lever of the X100f is a sturdy magnesium lever built like a tank). A pity that just a few good reviewers like you Matti pointing out the ongoing shitification of things. If Fuji really want people to have fun with their newer cameras they should look at something like the Nikon FZ in terms of quality.

It makes no sense at all. It's plastic in materials and in concept. The "film experience" is not such, but a bunch of features unrelated. And the "flash", omg! The only fun here is in Fujifilm accounts if they are able to sell that thing. Time for other brands to take the lead and launch a product with a honest film resemblance and a fair price.

your coverage (review) of this camera was the best!! Really FUN to watch! Really sincere! It talks about the real issues of that camera, but it also lets the viewer decides for himself about it it’s good or not. Your diptychs are great!! A good inspiration for me as I use half frame cameras (Olympus pen series). I laughed so much when you hammered at the “half” concept regarding the full vertical sensor. lol lol… they could put a 45 degree sensor, if they want. This was so funny!!! Great one!!

This seems like a very gimmicky offering - I think I will pass on this one.

"Fake" is the operative word. I would rather Fujifilm put their efforts into an X70 Mark II. This camera was brilliant, compact, APS-C and 28mm equivalent lens.

I think FujiNoFilm is trying very hard to make us forget they used to make a lot of film in the days and eventually will stop making film all together. Which is a shame.

I'm surprised they don't charge you every time you want you load a new digital film roll lol