Fujifilm Launches 'Instax Square SQ1'

Fujifilm Corporation is pleased to announce the launch of 'Instax Square SQ1.' It will be a new addition to the Instax series of instant cameras compatible with square-format film, allowing users to enjoy on-the-spot photo printing. SQ1 is an entry model that sought simple design and operability, and delivers a fun square-format Instax print experience to a broad range of users.

Also accompanying the launch of SQ1 are two square-format film. 'Rainbow' which features various gradations around its frame in different color for each print, and 'Monochrome' a monochrome print which users can enjoy artistic photographic expressions. Square-format film 'Rainbow' and 'Monochrome' will be available on November 6 in Japan.

The Instax series has been affectionately called 'Cheki' in Japan since its initial launch in 1998. Now many people, especially the younger generation, embrace it in over 100 countries worldwide including Europe, the Americas, China, and Southeast Asia. Offered in this series are card-sized 'mini format' prints, 'square-format' prints, and double-card-sized 'wide format' prints. With differently formatted film options, Fujifilm invites users to have fun with Instax in many different ways. The series has gained worldwide popularity for its ability to not only print and keep a precious moment right on the spot but also as a new tool with which users can communicate their emotions.

The SQ1 is compatible with square-format film, which have been popular among people in younger generations. Fujifilm pursued a simple and stylish design that enables users to carry the camera around in a variety of situations. Featuring only a shutter button for control, the SQ1 makes photo-shooting easy for everybody: it sports a rounded grip for a comfortable hold based on a box form reminiscent of square format film, and its matte feel is also key to the camera's ever-attractive design.

The series comes in three colors: Terracotta Orange, a vivid color that could work as an attention-grabbing fashion item; refreshing Glacier Blue; and Chalk White, which can easily blend with any type of style.

Compared with mini format film, known as the typical size of Instax film, square format film can cover a wider range and it is suitable for group shots and landscape photos. Furthermore, square format film can capture the subject with the background and atmosphere of the setting, broadening the user's pallet of photographic expressions. They are well-liked across countries and generations, because by taking advantage of the 1:1 aspect ratio and arranging creative composition, square format film can turn casual scenes into quality photos.

The SQ1 gave special attention to simple operability so that users can enjoy square format photo prints with ease. It automatically senses ambient light when the user powers it up with a turn of the lens barrel and presses the shutter button after readying the camera. It features the 'Automatic Exposure' function, optimizing shutter speed and flash output according to the scene. Users can take quality photos ideally exposed to the main subject and background in a variety of situations, ranging from a bright sunny day outdoors to a dark, indoor condition.

Users can also switch to the Selfie Mode and shoot away immediately by turning the lens barrel to power on the camera, and then turning the lens again toward the same direction.

Fujifilm is also launching cases that feature shoulder straps, useful when carrying the camera around. They will come in three colors matching SQ1's colors.

Fujifilm will continue to expand the world of the 'Instax' instant photo system that allows people to enjoy on-the-spot photo printing.