Camera
Ricoh’s big bet on a film renaissance: We interview the team behind the upcoming Pentax film camera
![Ricoh’s big bet on a film renaissance: We interview the team behind the upcoming Pentax film camera Ricoh’s big bet on a film renaissance: We interview the team behind the upcoming Pentax film camera](https://2.img-dpreview.com/files/p/E~TS940x788~articles/4664606705/RicohGroupShot_CPP2024.jpeg)
Everything analog is suddenly cool again, and photography is no exception: There’s an incredible renaissance happening in film photography, led by a generation who grew up never knowing anything other than digital cameras.
The growth has been explosive by any measure; on a recent tour of used-camera stores in Tokyo, owners consistently told me that they’re seeing about 3x the level of film camera sales now compared to pre-pandemic times. More remarkable is that I don’t think I saw any customer older than 40 in any of the mainstream shops I visited.
Old cameras are just that, though: old. They may or may not work, and if they stop working, the only option is usually to fork out for another one. Wouldn’t it be great if there were a brand-new film camera with a warranty and service available?
That’s exactly what the Pentax division of Ricoh Imaging has been thinking, led by a passionate young designer, Takeo “TKO” Suzuki, the designer who first had the idea of Pentax developing a new film camera, with the full support of Pentax’s General Manager, Tomoki Tanaka.
In this recent YouTube video, designer Takeo “TKO” Suzuki discusses some of the design choices on the upcoming Pentax film camera.
The project has been ongoing, albeit largely under wraps, since late 2022, but Pentax revealed the following details about the camera in an announcement and a YouTube video where TKO went into more depth on March 1 this year:
- The project is going forward; the camera will ship sometime this summer
- Compact design with a half-frame format (2x the exposures on a 35mm roll)
- Manual film advance and rewind
- Vertical image format
- A wide-angle fixed lens
- Zone focusing
- Mostly automatic exposure, but with “shooting modes” for user control
I was in Tokyo when the announcement was made and managed to interview Tanaka, TKO and team members about a week later. We covered Tanaka’s vision for Pentax going forward, as well as many details about the camera itself. Here’s how that went, with some slight paraphrasing on my part for clarity:
Ricoh Imaging’s vision for the Pentax brand
Dave Etchells: What’s your vision for the Pentax brand? What do you see as your unique place in the market, and how do you plan to leverage that going forward? What do you see as the relationship between film and digital products, say, five years from now?
Tomoki Tanaka: Our vision is to offer products to photography enthusiasts; that’s the main point. Photography doesn’t just mean digital cameras or analog cameras, though, but both. As of today, we don’t know the future of these categories, but it’s clear that film camera use has been increasing in recent years. Five or ten years from now, there might be new technology that will change everything, so it’s hard to say that far in the future. We believe that both digital and analog cameras will be available though. Some people prefer digital, some people prefer analog, and some may like both. Our mission, our vision, is based on user demand; we always try to offer products to users based on their demand.
We, of course, can’t speak for other manufacturers, but so far, we are the only one to have the potential to offer both analog and digital to the users. That is our vision for now: whether they are film or digital users, we want to be able to serve the enthusiasts.
“Our mission, our vision, is based on user demand; we always try to offer products to users based on their demand.”
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The biggest surprise in the latest announcement about the Pentax Film Camera is that it will use a half-frame format with vertically-oriented frames on 35mm film.Photo: Ashley Pomeroy, CC BY-SA 4.0 via Wikimedia Commons |
The future of film cameras
Dave Etchells: I know you can’t read the minds of your competitors, but I think there’s going to be a very robust market for new film cameras, given the high level of interest, especially with the Millennials and Gen-Zs. Do you think other companies might enter the market for advanced compact film cameras once you’ve demonstrated success?
Takeo “TKO” Suzuki [TKO]: Yes, we don’t know the situations of our competitors, but we expect that some will enter the film market. We even hope that what we are doing will stimulate the market overall. The analog photography industry is supported by many people with great dedication to it. It’s wonderful to have such people, and we’d like to support them as a camera manufacturer. It’s very difficult to try to do that only by ourselves, though, so we hope we can do it together with other manufacturers to pass on the film culture to the next generation.
“We want to be a pioneer, but we don’t want to be alone.”
Dave Etchells: Ah – as they say, a rising tide floats all ships; if you can get other companies to participate, that would be good for you, too, vs just having a monopoly.
Tomoki Tanaka: We want to be a pioneer, but we don’t want to be alone.
Making the new film camera a reality
Dave Etchells: For a long while, you weren’t sure that it would even be possible to manufacture a new film camera, but you announced just a week before our meeting that you’ve firmly decided the project is feasible and you’re going ahead with it. When was that decision finally reached, and what was the last piece of the puzzle that made you realize it was possible?
TKO: It was when we were able to create a prototype, and I could take a picture with it. I didn’t expect that anyone would give us the OK to proceed with this project without a first shot actually being made by the prototype, so that was the moment. I was very moved when I was able to take the first picture with the prototype. It even brought tears to my eyes.
“I was very moved when I was able to take the first picture with the prototype. It even brought tears to my eyes.”
Dave Etchells: I can imagine; you’d had a dream, and finally, it was in your hands.
TKO: A dream, yes.
Dave Etchells: It must have been a lot of work to build the prototype – and you had to have a lens for it. Did you just take an existing lens that you had and kind of hack it together into something for the sake of a test?
TKO: It’s newly designed for this project specifically. We, of course, referred to other cameras’ lens designs, but we didn’t just use an old one as it was; we redesigned it. To make the prototype, we had to make a whole new lens just to be able to build one prototype camera. We actually didn’t have the necessary equipment or molds to rebuild old designs, so we had to start over from scratch.
Dave Etchells: Wow, that’s a big investment to make, just to decide if the project would be possible or not.
TKO: Yes, it was a lot.
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The new film camera will carry the Pentax brand, a famous name in photo history. In 1957, the Asahi Pentax (AKA the Asahi Pentax AP) arguably kicked off the SLR boom. Some aspects of its design became industry standards, including its rapid-wind film advance lever, film-rewind crank, instant mirror return and microprism focusing aids on the viewfinder screen.
Photo: Andriy Matusevich, CC BY-SA 3.0, via Wikimedia Commons |
Pentax vs Ricoh branding
Dave Etchells: Part of the announcement was that the camera will carry the Pentax branding. How did you decide on that? I was kind of expecting to see the Ricoh name used, given that the GR series has more of a compact rangefinder feel to it than current Pentax models.
TKO: Actually, this was simply because we considered this product to be a Pentax brand product from the very beginning; we simply started working on it as a Pentax project and announced it as the Pentax Film Camera Project in December of 2022.
You mentioned the Ricoh Auto Half when we were talking earlier – We didn’t start off thinking of it as a half-frame camera. That’s why we only just now declared that it will be half-frame format; we decided to do that during the process, but we didn’t have the Ricoh Auto Half in our minds in the beginning.
“We considered this product to be a Pentax brand product from the very beginning.”
Dave Etchells: Ah, so you actually started out thinking in terms of full-frame and only later turned to half-frame when the idea of making it vertical-format came about.
TKO: Yes, we only decided on half-frame later. When we made the first announcement in December 2022, we didn’t have any such details yet. We communicated with the market [and that led us to the idea of vertical format and half-frame].
Dave Etchells: I like that. It’s a story about having a vision for a product but then talking to the market to refine it. I’ve always appreciated that about the Film Project; you’ve gotten very close to the users to see what they actually want.
Incorporating feedback from film photographers
Dave Etchells: Before we talk about some of the details you just announced, what was the most surprising thing you discovered as the concept developed?
TKO: It was the fact that we have so many friends and supporters in the analog world. There were many, many more than we expected, so we were very surprised. We were very moved by how cooperative they were and how much they wanted to help with our project. It was also very encouraging to have a sense of such camaraderie that we’re not alone in doing this. There are many many supporters, that’s very encouraging.
Tomoki Tanaka: There were many strong friendships that contributed. Once we had an opportunity to talk with someone for example, they would introduce us to the next person, and the next and the next. ‘Film’ people have many connections, and everyone has been so cooperative. So their friendliness, their connections … I don’t know if that’s a good English word. The connections and relationships with each other really increased our opportunities to talk with analog camera people.
Dave Etchells: I can imagine that. Film shooters are a very passionate, supportive and close-knit group. For a manufacturer to come along and say, “Hey, we’re with you, we’re going to make this happen,” it’s very powerful; I can see it really being embraced.
TKO: We receive comments directly through our distribution channel, and also via SMS comments [phone texts]. We watch these comments every day and try to understand what they’re thinking. But we were also surprised that many comments were from overseas countries, not just Japan.
Dave Etchells: It was interesting to me as I was touring the used camera stores here that first, I don’t think I saw a single customer over the age of 40 the whole time, except in some of the small, very collector-oriented shops. Secondly, there were a huge number of foreigners from all over the world. One shop owner said that 80% of his customers are from other countries. So as strong as the interest is in Japan, it might be even more in other countries.
Tomoki Tanaka: It’s just a guess, but maybe it’s that there’s demand outside of Japan, but the product is available here [so that’s why there are so many foreigners hunting for film cameras here.]
Dave Etchells: Yeah, there’s really nowhere in the US where you can go and put hands on remotely as many cameras as you can here in Tokyo. There’s a large used-gear dealer in Atlanta (KEH) that has perhaps 500 film bodies on hand and another in Portland, Oregon (Blue Moon Camera) that has a similar number in stock, but only people who live nearby can visit either one, and you can probably find 5-10x as many bodies just in Shinjuku.
Ryutaro Aratama: I’ve heard that some camera fans from overseas countries first stop in Shinjuku and find a favorite camera, then go to Kyoto or Osaka or for another trip.
Dave Etchells: Ah yes – I came across a couple of stories exactly like that, just among the people I met. One person was buying a camera and a couple of lenses before going to Kyoto to shoot with them. It’s nice to see people using old cameras again; it’s like they’re still loved and they still have a place.
Sweating the little details
Dave Etchells: Some design choices seemed obvious to me, while others were quite surprising. I immediately loved the idea of mechanical film advance and rewind, but TKO mentioned that this approach was more costly. What makes a manual mechanism more expensive, and can you give us a rough idea of how much more it costs to make a fully mechanical system?
TKO: At this moment, we cannot disclose any figures, but it is true that to have a mechanical film winding means the number of parts, such as screws or gears, is many more than with an electrical system. So it’s more difficult to assemble, and it needs more training, much more training, even for experienced assembly workers. It’s not just the parts cost itself, but everything around it takes more time and money. Despite the fact that it costs more, though, we decided to equip the camera with a mechanical system because we believe that one of the fun parts of using a film camera is winding the film. I really wanted to make that happen and deliver it to the users, our target users.
[Author’s note: There aren’t just more parts, but they have to be strong enough for people to crank on them, applying much more force than a tiny electric motor would. This adds cost as well.]
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The Ricoh Auto Half first debuted around 1960, and a whole range of variants were sold through the 1970s. It featured a 25mm F2.8 lens (equivalent to 36mm on a full-frame camera). The optical design of the lens in the coming Pentax Film Camera draws its optical heritage from the Pentax Espio Mini, but the angle of view was inspired by the Ricoh Auto Half.
Photo: Hiyotada, CC BY-SA 3.0, via Wikimedia Commons |
The logic behind going vertical
Dave Etchells: The choice of a vertical format was a real surprise to me. Once TKO explained it in the video, though, I was like, “Well, of course!”. Was this a decision you made very early in the project, or was it a point you arrived at only after a while?
Tomoki Tanaka: I believe it wasn’t openly discussed, but it was in his [TKO’s] mind from the beginning. He needed to carefully study whether it would really be suitable for young users these days or if it would be accepted by the market, so he spent a lot of time interviewing knowledgeable people and potential users. He received a lot of great advice and very helpful information.
Dave Etchells: So you found people liked the idea? I’ve never used a half-frame camera, but I expect it will be a shift for older photographers like me to think of vertical format for everything. You found that both older and younger thought it was a good idea, though?
TKO: We were afraid at first that long-time analog users wouldn’t like the idea of half-frame. After the YouTube video, though, many older people say they understand the concept, saying “we know that this camera is for young people.”
Dave Etchells: Even though I’m an “old person,” this is a camera I would buy and think about starting up my darkroom again for. I like the idea that it immediately cuts processing costs in half for users. I don’t know if labs are set up to print half frames separately, but even if printed two up it would probably be fine. (In fact, it could even be a storytelling component, where you would take pairs of pictures that you wanted to see together.
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These shots of Japanese actress and model Riko taken with a Ricoh Auto Half show how the half-frame format looks as a standard 4×6 print. The new Pentax Film camera will have about the same angle of view and perspective.
Photo: BARFOUT, Copyright © Brown’s Books, all rights reserved, used with permission |
Dave Etchells: This is a bit the same question over again, but the idea of a vertical frame and half-frame 35mm format go hand in hand. Did half-frame drive the idea of vertical format, or was it the other way around?
TKO: I myself shoot with a smartphone every day, so using vertical format is a very normal everyday activity for me. One day I was using a half-frame camera, looking through its viewfinder at a small street with traditional Japanese buildings, and I realized how well they fit in a vertical frame. It was really refreshing to be able to see a vertical composition, not on a smartphone but in a viewfinder.
Tomoki Tanaka: Actually, in the old days, even after we had smartphones, people would take pictures with them this way. [Gestures, showing a horizontal format.] But now, everyone just takes pictures in the vertical. The times have changed, and we have to follow.
Historically, photography was always this way [horizontal], maybe because of our … can I say eyes? But now, people are seeing pictures on their smartphones… Maybe in the future, movies will be vertical too, made for smartphones.
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The Pentax Espio Mini was sold in the US as the Pentax UC-1. Its 32mm f/3.5 lens was highly regarded for its sharpness, contrast and overall image quality, despite its simple 3-element triplet design. The new Pentax Film Camera will use a newly designed but similar triplet arrangement.
Photo: Butkus.org camera manual site, used with permission |
Lens details
Dave Etchells: You said that the lens was inspired by the field of view of the Auto Half models and the optical design of the Pentax Espio Mini’s lens. How were the optical designs of those two camera lines different, and what sort of design did the Espio have that you’ve brought forward?
TKO: So, to confirm, we referenced the Espio’s lens design, not the Auto Half’s; it was just the angle of view of the Auto Half that we followed, not the design itself. [Editor’s note: The Auto Half featured a 25mm lens, equivalent to 36mm on a full-frame camera, but Pentax declined to state a specific number for the new camera’s lens.]
I thought that the natural angle of view when looking through the viewfinder of a Ricoh Auto Half is very suitable for everyone, for everyday use. The Espio Mini was a famous compact film camera that had many fans. We decided to use the Espio Mini lens as a reference because of its high-quality image; even the R&D people rated it very highly. We can also apply the latest technology coatings to it; I think it has the potential to become a modern masterpiece.
“The [Pentax] Espio Mini was a famous compact film camera that had many fans. We decided to use the Espio Mini lens as a reference because of its high-quality image.”
Dave Etchells: This is sort of a technical detail, but can you tell me how many elements were in the Espio lens, and are you using the same number in the new one?
TKO: The Espio Mini’s lens is a triplet, a very simple lens system with just three elements. It’s very simple, but our engineers tried it and got very good results. It’s beautiful with just the triplet, very natural and very clear, so we optimized the triplet. The lens on the Espio Mini was very nice; this new lens is a new design but it’s very similar.
Dave Etchells: So the new lens is a triplet also?
TKO: For right now, we’ll just refer you to the Espio Mini’s triplet lens construction. The Espio Mini was a full-frame camera though, so we had to do some refining to adjust to the half-frame format.
Zone focusing
Dave Etchells: TKO mentioned in the video that the camera would have zone focusing rather than a continuous range. Is this only the case for manual focus, or is it true for autofocus as well? If the latter, isn’t there a potential loss of sharpness for subjects at distances between the discrete settings? [Author’s note: Think of zone focus settings in terms of close-up, portrait or landscape, although Pentax didn’t reveal how many zones there would be.]
TKO: In this camera, focus adjustment is assumed to be only zone focus. We adopted zone focusing because we believe that zone focus is the best mechanism for young users entering the world of film cameras to take a step from pan-focus to the next level. Zone focus is a style in which users judge the distance visually and select a proper zone. So there actually isn’t any autofocus, it will be the user selecting their own setting. This style is very suitable for snapshots, and you can adjust it, switch it very intuitively.
“We adopted zone focusing because we believe that zone focus is the best mechanism for young users entering the world of film.”
I tried taking pictures with a prototype and found it really fun to judge the distance myself, decide the distance and take the picture. I realized that I had completely forgotten how much fun it was. Of course there will be failures, but I believe that failure is one of the charms of film photography.
Tomoki Tanaka: In the case of digital cameras, we can see the picture right after we shoot it, and many people like to check the screen to see if it is in focus or not. But in the case of film cameras, we take the pictures, and we have some hope for how they will turn out, but we don’t know until we get the results. So, in this sense, making a picture all by yourself and having responsibility for the focus can be fun.
The difference between digital and film shutters
Dave Etchells: TKO said that the electronic shutter mechanism is specifically optimized for film camera use. What’s the difference compared to shutters in digital cameras like the Pentax WG or Ricoh G series cameras?
TKO: Film cameras need to prevent light leakage, not only when shooting but also when the power is off. Even if you’re not using the camera, the film is always there, so that makes it extremely sensitive to light leakage. It’s not just the shutters themselves but the mechanism around them; the entire camera body has to be designed to avoid light leakage. It’s a much more serious problem than in digital cameras.
What’s meant by “shooting modes”?
Dave Etchells: TKO also mentioned the ability for the user to choose the shooting mode via a control dial. What did he mean by shooting mode? Will there be anything like PASM options, or was he referring to something else?
TKO: We can’t disclose all the details of this yet, but basically, the camera can shoot automatically, controlling the aperture and shutter speed by itself. But if that is all you have, if everything is controlled by the camera, you won’t be able to enjoy changing the settings yourself, so we’re considering making it possible to choose from several shooting modes. I’m afraid we can’t go into more detail on this right now, but there will be some choices that the user can make.
Tomoki Tanaka: We can provide good pictures by having the camera control the exposure, but we want to let the user apply their own modifications. That’s what we want to make available.
Dave Etchells: It may be too early to ask this, but will the camera have an entirely manual exposure mode, as in the user can set an exposure of F8 at 1/250?
TKO: Please wait. <laughter> But I want to say that because the camera is half-frame, the depth of field will be very great, so adjusting the aperture may not be very effective in changing that.
Getting film into the hands of consumers
Dave Etchells: Moving on to a related but non-camera subject, I see that Ricoh has begun selling film. I think that’s a brilliant move, but I would like to hear the thinking behind it. Was this made possible through any particular partnership or collaboration?
Ryutaro Aratama: We are trying an experiment selling film directly. We would like to cooperate with film manufacturers and others to try to improve both the supply and price.
Dave Etchells: What brands are you selling right now?
Tomoki Tanaka: An assortment; some Fuji and Kodak films, and monochrome films by Ilford; actually several assortments.
Ryutaro Aratama: This is a trial, though; we source them on the spot, and once one is gone, it’s gone.
Tomoki Tanaka: This is a trial project, a trial challenge, and we will have to work together with people in other territories as well to gain experience. The aim isn’t mainly to sell film but to build relationships and give opportunities to consumers.
What about the high cost of processing?
Dave Etchells: Doing a film sales trial is easier for you to do in Japan than in other countries, given that you have your own retail locations here. Do you have any plans or strategies for reducing the high costs of film and processing in other parts of the world as well?
TKO: We haven’t come to any specific plan. We need to first establish relationships with development or printing companies. In the end we hope we can help to improve the cost or lead times. We’ve begun setting up relationships with several partners around the world. We’ve just started, though, and want to continue the process
Tomoki Tanaka: Indirectly, if we can grow the analog film business in the world, higher volume always makes the cost come down. Perhaps we can indirectly help with that, but we don’t want to be directly involved in film development. We just want to increase the size of the pie for everyone.
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Pentax has long been known for making water-resistant and waterproof/shockproof cameras. Their latest model is the WG-90, announced in November, 2023. It’s a 16 megapixel/5x zoom model that’s waterproof to 14m (46 ft.), shockproof against a fall from 1.6m (5 ft.), and freezeproof to -10C (14F). |
The future of the WG (weather-resistant) camera line
Dave Etchells: Finally, the WG-90 has been released since I met with [Ricoh Imaging president, Noboru] Akahane last year. How does the WG line fit into Pentax’s overall strategy? What has the market trend been like for waterproof/rugged cameras in recent years? Is it increasing, decreasing or holding steady?
Tomoki Tanaka: I think it’s stable. We don’t have market data except from our own sales history, but we believe there is a demand for water-resistant or waterproof and shockproof types of cameras, and I see this continuing. We at Pentax have offered products like this for a long time, probably more than 30 years. Our first water-resistant camera was the Zoom-90 WR; I remember it clearly because it was shipping back when I first joined Pentax in 1992. We believe that there is a demand from users so we should offer the product.
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The WG-90 is just the latest in a long string of weather-resistant and waterproof cameras. The Pentax Zoom-90 WR was first released in 1991, the year before current General Manager Tomoki Tanaka joined the company.
Photo: Butkus.org camera manual site, used with permission |
Conclusion
Pentax is making a big bet on the rebirth of film by being the first major manufacturer to commit to making a new film camera in decades. It’s no small thing, as they’ve had to start completely from scratch, recapturing the expertise of retired film-era engineers, reviving or replacing decades-gone supply chains and setting up mass manufacturing to meet global demand for a product more mechanically complex than not only today’s digital cameras but even late-model film cameras with motorized film advance and rewind mechanisms.
It all began as one man’s passion project, but TKO’s enthusiasm is infectious, and the idea of a new film camera, hopefully even a line of them, turned into a passion project for the company as a whole.
Every company gets excited about its latest products, but what I felt at Pentax was on another level; there’s an overriding sense of doing something new and almost revolutionary, of being part of a movement rather than just adding the next checkbox to an already-bulging digital feature list.
At the heart of it all is the film community itself. There’s truly a new generation of photographers rising, sharing an excitement about photography that digital cameras and cell phones could never ignite. As has been true of photographers in any era, they’re supportive of each other and happy to do whatever they can to help other people enjoy the craft, too.
“Every company gets excited about its latest products, but what I felt at Pentax was on another level.”
Pentax tapped into and became a part of that community, letting their efforts be guided by what they heard people asking for rather than imposing their own ideas on the market.
Will it work? We’ll see this summer, but if they can bring a well-built, reliable and attractive modern film camera to the market, I think they’re going to have more demand than they can handle.
On a parting note, I do hope that the enthusiast community will recognize and accept that they’re not the primary target for this particular model. If it succeeds, there’ll be other cameras coming, some designed for us, but right now, Pentax needs to focus on the under-40 crowd I saw almost exclusively in the Tokyo used camera shops. That’s the mass movement that Pentax needs to ride to not only kick-start their own product line but hopefully reboot the whole analog film world as well.
All that said, while I’m more of an SLR or at least an advanced-rangefinder sort myself, I plan to be one of the first in line to buy a new Pentax film camera when they’re released. Who knows, maybe my enlarger and developing trays will find their way back into a spare bathroom again 🙂
Camera
Accessory Roundup: mini Nikons, a desk arm, and new cages for new cameras
![Accessory Roundup: mini Nikons, a desk arm, and new cages for new cameras Accessory Roundup: mini Nikons, a desk arm, and new cages for new cameras](https://3.img-dpreview.com/files/p/E~TS590x0~articles/7678579451/Lede.jpeg)
Images: Dua Lipa, Three Legged Thing, Bandai Namco |
It’s the weekend, so that means we’re once again rounding up all the little accessories and gadgets that we heard about throughout the week. But first, let’s see what’s on sale this week…
Full Frame Gold
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The Sony a7R V.
Photo: Richard Butler |
The Sony a7RV, which has earned both a place on our best high-end cameras buyers guide and a gold award, is currently on sale for $500 off MSRP. It features a stabilized 61MP sensor, as well as Sony’s excellent autofocus system.
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The Nikon Z5.
Photo: Dan Bracaglia |
For those looking to spend a little less, the DPReview Gold-winning Nikon Z5 is also $400 off MSRP, which makes it just under $1,000 body only. It features a 24MP sensor, and while its autofocus and video are far from class-leading, its ergonomics and battery life help make up for those downsides – especially at this price.
Buy now:
You get a SmallRig, and YOU get a SmallRig
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The EOS R5 II is going into its cage, and it’s feeling just fine.
Image: SmallRig |
SmallRig has come out with a few new kits this week. The company has started selling versions of its ‘HawkLock’ quick-release cage and ‘Black Mamba’ ergonomic cage for the Canon EOS R5 Mark II now that the camera is starting to make its way to consumers. The company is also releasing a traditional basic cage for the EOS R5 II.
HawkLock cage kit for EOS R5 II:
Black Mamba cage kit for EOS R5 II:
The company has also released ‘Colorful Editions’ for the HawkLock cages for the Sony FX3 / FX30 and A7R V / A7 IV / A7S III. Similar to its last color event, it’s only selling a limited number of each, though there are fewer colors to choose from; you can only get the cages in red or orange this time around. They also come at a $5 price premium over their black counterparts.
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Image: SmallRig |
On the other end of the photography/videography spectrum, SmallRig has also released a new kit for people serious about shooting video with their phones. Its ‘All-In-One Mobile Video Kit’ is a collaboration with YouTuber and filmmaker Brandon Li. It includes a cage, which you can attach to your phone using Apple’s Magsafe or a more traditional clamp, as well as a pair of handles, a 67mm filter plate, and a USB hub.
The handles have a few tricks beyond just giving you a place to grip your phone. One includes an m.2 SSD enclosure, which can be used for external ProRes recording on the iPhone 15 Pro. It also has an integrated Bluetooth remote, which acts as a wireless shutter and zoom control for Android phones and iPhones.
SmallRig is offering several different bundles of the video kit, and you can buy several of the components separately.
Buy now:
An always-with you card reader
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Image: Anker |
If your phone is less of your main camera and more of an accessory to your photography, Anker’s latest MagSafe offering may be for you. It’s a puck that adds an SD and TF card reader to the back of your phone, so you can offload pictures from a dedicated camera to share on social media or upload to the cloud.
The MagGo USB-C Adapter has an integrated USB-C cable, which plugs into your phone to enable data transfer. It also has a USB-C port on the side, which allows it to also act as a pass-through charger if you connect it to a power adapter or battery bank. According to Anker it can output up to 42.5W, and supports data speeds up to 312MB/s (though the iPhone 15’s USB-C port is limited to much slower USB 2.0 speeds).
Of course, you can also connect the MagGo’s cable to a computer, which will let it act as a USB-C hub and card reader dongle.
Buy now:
The Desk Arm
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This could be an incredibly easy way to mount a camera and ring light to your desk.
Image: Three Legged Thing |
Three Legged Thing has announced a series of accessories called the ‘Camera Desk Mount System.’ At its heart is an extending pole that you can clamp to a table or desk with a ball head and 1/4″-20 thread on top. Also available is an accessory arm that clamps to the pole and that can be purchased in straight or articulating varieties.
The company is marketing the system towards content creators making videos for TikTok, Reels, and Twitch, but it could also be handy for photographers who often find themselves needing to get top-down shots of their desk (or for people who want a place to mount their extra-fancy webcam). It can hold items up to 1kg (2.2lbs).
The upright mount costs $35 on its own, and you can get a kit with a single accessory arm for $50 or the articulating arm for $60. You can also get the arms a la carte for $23 and $30, respectively.
Buy now:
Tiny Nikons
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Image: Bandai Namco |
This next pick isn’t an accessory for your camera but rather a camera-shaped accessory for your desk, keychain, or bookshelf. Nikon has partnered with Bandai Namco to create miniature versions of the Nikon F, Z Fc, SP, and Z9, which will be sold through capsule vending machines known as gashapons.
Each plastic figurine comes with a specific ‘lens,’ though they are removable, so you might be able to mix and match them if you had multiple models. According to The Verge, they’re only available in Japan. Those of us elsewhere will have to be happy just knowing these exist in the world.
Radical optimism about film
![]() |
Image: Dua Lipa |
The final piece of gear doesn’t come from a camera retailer but from a pop star’s merch shop. Dua Lipa, the artist behind hits like ‘New Rules’ and ‘Don’t Start Now,’ is now selling a ‘reusable 35mm underwater camera’ on her merch store (via Kosmo Foto). It has a 28mm F9 ‘focus free’ lens, according to the very colorful box.
The camera’s branded with the name of her latest album ‘Radical Optimism,’ and includes a lanyard and waterproof shell that’ll work down to 3m (approx. 10ft). However, the package doesn’t include any film, which is a bit of a bummer given its $40 price tag – you can currently get a 27-shot waterproof disposable for around $13, which is unfortunately cheaper than most rolls of color ISO 800 film these days. It’s also worth noting that Fujifilm and Kodak’s one-time-use waterproofs are rated to go over twice as deep as Dua’s.
However, it’s probably worth looking at this camera with some… optimism, for lack of a better word. If a Dua Lipa fan sees it, buys it, and has fun with it, that’s one more person keeping film alive. How’s that for Future Nostalgia?
Camera
DJI's 'Neo' Drone is $200 and made for taking selfies
![DJI's 'Neo' Drone is 0 and made for taking selfies DJI's 'Neo' Drone is 0 and made for taking selfies](https://4.img-dpreview.com/files/p/E~TS590x0~articles/1919790610/DJI_Neo_palm.jpeg)
Image: DJI |
DJI has announced a new drone called the Neo. It costs $199, weighs a mere 135g (4.76oz), can shoot 4K video, and can fly for up to 18 minutes. The company says it’s designed as “a vlogging tool ideal for capturing everyday life, leisure activities, family moments, and pets.”
In essence, it’s a flying selfie camera, similar to the HoverAir X1 or Snap Pixy. It comes with removable propeller guards that allow it to be used safely indoors, though using them will slightly reduce its flight time.
The Neo can capture 12MP images using a Type 1/2 (6.4 x 4.8) sensor with a 14mm full-frame equivalent F2.8 lens. It can shoot in 4K/30 or 1080 at up to 60p. If you aren’t using electronic image stabilization, the video will be 4:3; turn on the ‘RockSteady’ or ‘HorizonBalancing’ mode, and it’ll drop down to 16:9. The drone also has a physical single-axis (up/down) gimbal to help keep footage steady, even if it’s moderately windy.
![]() |
The DJI Neo can do ‘Palm Takeoff’ and automatically follow you around.
Image: DJI |
The drone’s controls align with its beginner and casual photographer-friendly nature. A button on the top lets you select what mode you want the drone to use; by default, it will follow you, using ‘AI algorithms’ to keep you in frame, even if you’re moving quickly on a skateboard or bicycle.
From there, you can hold it out in your hand and it will automatically take off and start recording after detecting you as a subject. How you get it to land will depend on what mode it’s in, but it can fly back and land in your palm as well.
The drone also has a feature known as ‘QuickShots,’ where it will automatically perform a specific movement such as circling around you or zooming straight up into the sky while keeping you in the center of the frame. You can select a QuickShot mode using the button, or the drone’s app.
![]() |
You can essentially control the DJI Neo with one button, though the company says you should set up the app in case you need to take control of it while it’s in flight.
Image: DJI |
The app also lets you control the drone with your voice or with virtual joysticks on the screen. It’s also how you preview the footage it’s taking and export it to social media, and it even supports recording audio with your phone’s microphone.
You can buy an optional controller for the Neo, but physical controls alone won’t make it a suitable replacement for serious video drones like the DJI Mavic or even DJI Mini. Those drones have larger cameras, more sophisticated gimbals and ranges measured in kilometers, where the Neo can only be used up to 50m (164ft) away.
Of course, that’s not what the Neo is designed for. As its product page says, it’s made to ‘capture cinematic footage with YOU in focus,’ and to do that task with as little fuss as possible. And at that $199 price point, it seems likely it’ll be a hit with consumers who want to spice up their social media feeds without really having to learn how to use a drone.
The Neo is for people who want drone shots without having to learn how to use a drone
With that said, there are potential dark skies in DJIs future that any Americans considering the Neo should be aware of. Congress is currently considering passing the ‘Countering CCP Drones Act,’ which could act as a de facto ban on the company’s drones. If passed, “telecommunications and video surveillance equipment or services” made by DJI would be placed on a list of products that ‘pose an unacceptable risk to U.S. national security,’ according to the bill’s summary. The company has published a document responding to ‘inaccuracies lodged against DJI in the public domain,’ but it remains unclear whether its products will be allowed in the United States in the future.
For those outside the US or who are willing to roll the dice, however, the Neo could turn out to be an extremely fun toy. If you get one, just be sure to be very aware of the rules around using a drone wherever you are. It may be small and light enough to take anywhere, but that doesn’t mean it should be used everywhere.
Buy now:
Press Release
DJI Makes Everyday Life Recording Fun and Easy with New Personal, Palm-Sized Videographer
New DJI Neo is light, compact, and makes capturing cinematic photos and videos effortless
DJI, the global leader in civilian drones and innovative camera technology, today announces the DJI Neo, a new personal lightweight and compact aerial videographer for taking cinematic footage of day-to-day adventures or having fun with friends. Weighing less than 5 ounces (135g), Neo can take off and land from the palm of the hand1. It can be flown indoors or outside for a flight time of up to 18 minutes1 and takes 4K ultra-stabilized videos via QuickShots. The propellers are fully enclosed to ensure the safety of users and their surroundings.
“At DJI we are always studying everyday camera use so that we can help people capture their videos and photos in the most convenient way possible. The DJI Neo strives to give people the latest tech in the smallest form factor so that they can capture their daily lives, saved as treasured memories, safely and with ease,” said Ferdinand Wolf, Creative Director at DJI.
Into the Air at the Press of a Button
By simply pressing the mode button and selecting the desired shooting mode, Neo will automatically snap 12MP stills with its 1/2-inch image sensor or produce 4K UHD stabilized videos at 4K/30fps1 using DJI’s powerful stabilization algorithms. Upon completion, Neo will return to the user’s palm.
Tell Your Story with QuickShots
Neo’s AI algorithms have been created to keep the subject within frame. Whether cycling, skateboarding or hiking, captivating shots can be created with ease. Additional creativity can be achieved by taking advantage of Neo’s QuickShots, which has six intelligent shooting modes1, offering a range of different recording angles.
Expanse: Videographer flies backward and ascends, with the camera locked on the subject, and records a video.
Circle: Videographer circles around the subject.
Rocket: Videographer ascends with the camera pointing downward.
Spotlight: Videographer rotates while keeping the object of interest within the frame
Helix: Videographer ascends and spirals around the subject.
Boomerang: Videographer flies around the subject in an oval path, ascending as it flies away from its starting point and descending as it flies back. Its starting point forms one end of the oval’s long axis, while the other end is at the subject’s opposite side from the starting point.
Control It Your Way
Neo has been designed to fly with style and capture hassle-free photos and videos. It can be piloted using one-button QuickShots or voice control1 which is enabled with the “Hey Fly” command. With a Wi-Fi connection, Neo can also be controlled using the DJI Fly app’s virtual joysticks on the app’s interface with a control range of up to 50 meters1. Within the app, the perspective and distance can be set, giving extra freedom to shoot from afar or up close.
Stabilization as Standard
Neo is equipped with a single-axis mechanical gimbal and is capable of handling high-speeds or flights with lots of maneuvers. When combined with RockSteady or HorizonBalancing stabilization, overall image shake is significantly reduced and horizon tilt is corrected within ±45°1, for smooth and stable footage that maintains clarity in both highlight and shadow areas. Using an infrared and monocular vision positioning system, Neo can hover steadily in the air, maintaining stability even in Level 4 wind conditions. It also supports automatic Return to Home (RTH) for convenient, worry-free operation.
Transfer Content and Record Sound Wirelessly
Using the DJI Fly app, phones and videos captured with Neo can be transferred instantly via high-speed QuickTransfer. This wireless transfer makes post production and sharing smoother. The DJI Fly app offers a vast selection of templates, sound effects, and image effects, for quick and easy editing.
Audio can also easily be recorded wirelessly with the simple tap of a button on the DJI Fly app, either through the smartphone’s built-in microphone or DJI Mic 2 via Bluetooth for even higher audio quality. The app automatically eliminates propeller noise and merges the audio track with the footage, ensuring a clear sound even when shooting low-angle vlogs.
For convenient charging, connect Neo directly to a power source using a Type-C data cable. Additionally, the Two-Way Charging Hub can charge three batteries simultaneously1, increasing both charging speed and efficiency.
Price and Availability
The DJI Neo is available for pre-order from store.dji.com and authorized retail partners, in the following configurations:
DJI Neo: 199 USD
DJI Neo Combo: 289 USD
Neo Debuts at IFA, 6-10 September, 2024
Be among the first to experience the groundbreaking DJI Neo at this year’s IFA, Germany. Visitors can try it out at DJI’s booth (Hall 17-110) from 6th-10th September.
DJI Care Refresh
DJI Care Refresh, the comprehensive protection plan for DJI products, is now available for DJI Neo. The replacement service covers accidental damage, including flyaway, collisions and water damage. For a small additional charge, you can have your damaged product replaced if an accident occurs.
DJI Care Refresh (1-Year Plan) includes up to two replacements in one year. DJI Care Refresh (2-Year Plan) includes up to four replacements in two years. Other services of DJI Care Refresh include official Warranty and free shipping. For a full list of details, please visit: https://www.dji.com/support/service/djicare-refresh.
1All data was measured using a production model of DJI Neo in a controlled environment.
1For more information, please refer to https://www.dji.com/neo.
Camera
DJI's 'Neo' Drone is $200 and made for taking selfies
![DJI's 'Neo' Drone is 0 and made for taking selfies DJI's 'Neo' Drone is 0 and made for taking selfies](https://4.img-dpreview.com/files/p/E~TS590x0~articles/1919790610/DJI_Neo_palm.jpeg)
Image: DJI |
DJI has announced a new drone called the Neo. It costs $199, weighs a mere 135g (4.76oz), can shoot 4K video, and can fly for up to 18 minutes. The company says it’s designed as “a vlogging tool ideal for capturing everyday life, leisure activities, family moments, and pets.”
In essence, it’s a flying selfie camera, similar to the HoverAir X1 or Snap Pixy. It comes with removable propeller guards that allow it to be used safely indoors, though using them will slightly reduce its flight time.
The Neo can capture 12MP images using a Type 1/2 (6.4 x 4.8) sensor with a 14mm full-frame equivalent F2.8 lens. It can shoot in 4K/30 or 1080 at up to 60p. If you aren’t using electronic image stabilization, the video will be 4:3; turn on the ‘RockSteady’ or ‘HorizonBalancing’ mode, and it’ll drop down to 16:9. The drone also has a physical single-axis (up/down) gimbal to help keep footage steady, even if it’s moderately windy.
![]() |
The DJI Neo can do ‘Palm Takeoff’ and automatically follow you around.
Image: DJI |
The drone’s controls align with its beginner and casual photographer-friendly nature. A button on the top lets you select what mode you want the drone to use; by default, it will follow you, using ‘AI algorithms’ to keep you in frame, even if you’re moving quickly on a skateboard or bicycle.
From there, you can hold it out in your hand and it will automatically take off and start recording after detecting you as a subject. How you get it to land will depend on what mode it’s in, but it can fly back and land in your palm as well.
The drone also has a feature known as ‘QuickShots,’ where it will automatically perform a specific movement such as circling around you or zooming straight up into the sky while keeping you in the center of the frame. You can select a QuickShot mode using the button, or the drone’s app.
![]() |
You can essentially control the DJI Neo with one button, though the company says you should set up the app in case you need to take control of it while it’s in flight.
Image: DJI |
The app also lets you control the drone with your voice or with virtual joysticks on the screen. It’s also how you preview the footage it’s taking and export it to social media, and it even supports recording audio with your phone’s microphone.
You can buy an optional controller for the Neo, but physical controls alone won’t make it a suitable replacement for serious video drones like the DJI Mavic or even DJI Mini. Those drones have larger cameras, more sophisticated gimbals and ranges measured in kilometers, where the Neo can only be used up to 50m (164ft) away.
Of course, that’s not what the Neo is designed for. As its product page says, it’s made to ‘capture cinematic footage with YOU in focus,’ and to do that task with as little fuss as possible. And at that $199 price point, it seems likely it’ll be a hit with consumers who want to spice up their social media feeds without really having to learn how to use a drone.
The Neo is for people who want drone shots without having to learn how to use a drone
With that said, there are potential dark skies in DJIs future that any Americans considering the Neo should be aware of. Congress is currently considering passing the ‘Countering CCP Drones Act,’ which could act as a de facto ban on the company’s drones. If passed, “telecommunications and video surveillance equipment or services” made by DJI would be placed on a list of products that ‘pose an unacceptable risk to U.S. national security,’ according to the bill’s summary. The company has published a document responding to ‘inaccuracies lodged against DJI in the public domain,’ but it remains unclear whether its products will be allowed in the United States in the future.
For those outside the US or who are willing to roll the dice, however, the Neo could turn out to be an extremely fun toy. If you get one, just be sure to be very aware of the rules around using a drone wherever you are. It may be small and light enough to take anywhere, but that doesn’t mean it should be used everywhere.
Buy now:
Press Release
DJI Makes Everyday Life Recording Fun and Easy with New Personal, Palm-Sized Videographer
New DJI Neo is light, compact, and makes capturing cinematic photos and videos effortless
DJI, the global leader in civilian drones and innovative camera technology, today announces the DJI Neo, a new personal lightweight and compact aerial videographer for taking cinematic footage of day-to-day adventures or having fun with friends. Weighing less than 5 ounces (135g), Neo can take off and land from the palm of the hand1. It can be flown indoors or outside for a flight time of up to 18 minutes1 and takes 4K ultra-stabilized videos via QuickShots. The propellers are fully enclosed to ensure the safety of users and their surroundings.
“At DJI we are always studying everyday camera use so that we can help people capture their videos and photos in the most convenient way possible. The DJI Neo strives to give people the latest tech in the smallest form factor so that they can capture their daily lives, saved as treasured memories, safely and with ease,” said Ferdinand Wolf, Creative Director at DJI.
Into the Air at the Press of a Button
By simply pressing the mode button and selecting the desired shooting mode, Neo will automatically snap 12MP stills with its 1/2-inch image sensor or produce 4K UHD stabilized videos at 4K/30fps1 using DJI’s powerful stabilization algorithms. Upon completion, Neo will return to the user’s palm.
Tell Your Story with QuickShots
Neo’s AI algorithms have been created to keep the subject within frame. Whether cycling, skateboarding or hiking, captivating shots can be created with ease. Additional creativity can be achieved by taking advantage of Neo’s QuickShots, which has six intelligent shooting modes1, offering a range of different recording angles.
Expanse: Videographer flies backward and ascends, with the camera locked on the subject, and records a video.
Circle: Videographer circles around the subject.
Rocket: Videographer ascends with the camera pointing downward.
Spotlight: Videographer rotates while keeping the object of interest within the frame
Helix: Videographer ascends and spirals around the subject.
Boomerang: Videographer flies around the subject in an oval path, ascending as it flies away from its starting point and descending as it flies back. Its starting point forms one end of the oval’s long axis, while the other end is at the subject’s opposite side from the starting point.
Control It Your Way
Neo has been designed to fly with style and capture hassle-free photos and videos. It can be piloted using one-button QuickShots or voice control1 which is enabled with the “Hey Fly” command. With a Wi-Fi connection, Neo can also be controlled using the DJI Fly app’s virtual joysticks on the app’s interface with a control range of up to 50 meters1. Within the app, the perspective and distance can be set, giving extra freedom to shoot from afar or up close.
Stabilization as Standard
Neo is equipped with a single-axis mechanical gimbal and is capable of handling high-speeds or flights with lots of maneuvers. When combined with RockSteady or HorizonBalancing stabilization, overall image shake is significantly reduced and horizon tilt is corrected within ±45°1, for smooth and stable footage that maintains clarity in both highlight and shadow areas. Using an infrared and monocular vision positioning system, Neo can hover steadily in the air, maintaining stability even in Level 4 wind conditions. It also supports automatic Return to Home (RTH) for convenient, worry-free operation.
Transfer Content and Record Sound Wirelessly
Using the DJI Fly app, phones and videos captured with Neo can be transferred instantly via high-speed QuickTransfer. This wireless transfer makes post production and sharing smoother. The DJI Fly app offers a vast selection of templates, sound effects, and image effects, for quick and easy editing.
Audio can also easily be recorded wirelessly with the simple tap of a button on the DJI Fly app, either through the smartphone’s built-in microphone or DJI Mic 2 via Bluetooth for even higher audio quality. The app automatically eliminates propeller noise and merges the audio track with the footage, ensuring a clear sound even when shooting low-angle vlogs.
For convenient charging, connect Neo directly to a power source using a Type-C data cable. Additionally, the Two-Way Charging Hub can charge three batteries simultaneously1, increasing both charging speed and efficiency.
Price and Availability
The DJI Neo is available for pre-order from store.dji.com and authorized retail partners, in the following configurations:
DJI Neo: 199 USD
DJI Neo Combo: 289 USD
Neo Debuts at IFA, 6-10 September, 2024
Be among the first to experience the groundbreaking DJI Neo at this year’s IFA, Germany. Visitors can try it out at DJI’s booth (Hall 17-110) from 6th-10th September.
DJI Care Refresh
DJI Care Refresh, the comprehensive protection plan for DJI products, is now available for DJI Neo. The replacement service covers accidental damage, including flyaway, collisions and water damage. For a small additional charge, you can have your damaged product replaced if an accident occurs.
DJI Care Refresh (1-Year Plan) includes up to two replacements in one year. DJI Care Refresh (2-Year Plan) includes up to four replacements in two years. Other services of DJI Care Refresh include official Warranty and free shipping. For a full list of details, please visit: https://www.dji.com/support/service/djicare-refresh.
1All data was measured using a production model of DJI Neo in a controlled environment.
1For more information, please refer to https://www.dji.com/neo.
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