April 22, 2021

Fujifilm launches instant camera “instax mini 40”

FUJIFILM launched of the “instax mini 40” (mini 40), which supports the mini-format film. It will join the lineup of the “instax” series of instant cameras that allow users to enjoy on-the-spot photo printing.

The mini 40 comes in a classical camera design that is least affected by trends. It is the instax series’ new entry-model that has a presence but can easily blend in with a variety of fashion styles and shooting situations.

The “CONTACT SHEET” mini-format instax film is also released on the same day, featuring text in orange to add a classical touch to a black frame, in a style that complements the mini 40. The design simulates a “contact sheet,” a bromide sheet printed with photos taken in films to check individual images.

The “instax” series of instant cameras, which is launched in 1998 and affectionately called “Cheki” in Japan, now has been used by especially young people in over 100 countries worldwide, including Europe, the United States, China and Southeast Asia. It is embraced by a large number of people not only for its ability to capture a precious moment and have a print-out on the spot, but also as a new tool of communication and self expression, conveying one’s sentiments visually.

The mini 40 features the popular “Automatic Exposure” function, originally introduced to the instax mini 11, released in May 2020. The camera automatically optimizes the shutter speed, flash output and other settings according to a shooting condition, making it easy to take the perfect photo in bright outdoors on a sunny day or dark indoors alike. Users can also activate the “Selfie mode” for taking selfies and close-up shots with ease by pulling out the front edge of the camera’s lens after powering it on. The mini 40 is an instant camera with a simple and classical design which has a presence. The surface has a premium texture that sits comfortably in the hand, while the black-based body combines silver frames as a design feature. The attention to detail has perfected the sophisticated design.


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