FUJIFILM GFX ETERNA Discussed – A Talk with the Product Planner

by Johnnie BehiriYesterday

FUJIFILM is continuing to diversify their offerings with the new FUJIFILM GFX ETERNA, a camera aimed at filmmakers and the latest addition to the GFX lineup. In our recent conversation with FUJIFILM Product Planner Makoto-san, he shared insights on how this new model is designed to appeal to a wider filmmaking audience, focusing on documentary-style shooting and other non-traditional cinematic styles.

While based on the GFX100 II, the GFX ETERNA includes modifications for filmmakers looking for flexibility across a range of video styles. Makoto-san explained that FUJIFILM chose to call this a “filmmaking camera” instead of a “cinema camera” to emphasize that it’s intended for a broad range of users beyond the cinema market. The goal, he said, was to create a versatile tool for anyone from documentarians to independent filmmakers who prioritize image quality without necessarily needing the full feature set of a traditional cinema camera.

Inside the FUJIFILM GFX ETERNA: familiar components, tailored for film

The GFX ETERNA is built around the same sensor and processor as the GFX100 II but with optimizations specifically for filmmaking. These include the new F-Log C gamma curve and more. Makoto-san clarified that while the core technology is similar to the GFX100 II, these updates support a better workflow for video capture, like having an internal ND filter, for example. FUJIFILM’s team also focused on optimizing rolling shutter performance, though Makoto-san noted that at that point, it remained similar to that of the GFX100 II due to the shared sensor.

Lens compatibility and potential for future lens development

When it comes to lens compatibility, the GFX ETERNA’s design works well with adapters for third-party lenses, including popular cinema mounts. While FUJIFILM is exploring feedback on adding more film-specific lenses, Makoto-san stated that filmmakers should already have broad access to compatible lenses through adapters, including options for PL and other mounts.

FUJIFILM GFX ETERNA – ARelease timeline and pricing considerations

Though FUJIFILM has not yet released specific dates, development is expected to wrap up by 2025. Pricing also remains under wraps, but the company aims to keep the GFX ETERNA accessible for professional users.

Is medium format a practical option for filmmakers?

By bringing medium-format imaging to filmmakers, FUJIFILM hopes to provide a new choice in an increasingly diverse camera market. Rather than targeting high-end cinema alone, the GFX ETERNA seeks to offer filmmakers practical versatility. Time will tell how this model fits into various shooting styles, and CineD will follow up with more coverage and tests when the camera is closer to release.

For a more detailed look, check out our full video interview with Makoto-san, where he discusses the thinking behind the GFX ETERNA and FUJIFILM’s broader goals for the medium-format category.

What do you think about this new filmmaking camera? Are you interested in exploring its capabilities even further? Please share your thoughts with us in the comment section below.