Filmmaking
with
FUJIFILM

Since its inception in 1934, the company has pioneered every element of visual production—image rendering, cameras, and lenses—developing all in-house and pushing the boundaries of what’s possible.

Now, a bold new chapter begins—with “GFX ETERNA”

In Pursuit for Ultimtate Color and Tone for Motion Picture

In the early 2000s, Fujifilm launched the “ETERNA” series of motion picture film—a name derived from “eternal,” symbolizing the hope that filmmakers would create masterpieces destined to stand the test of time. ETERNA was engineered to meet the highest standards of cinematic expression: exceptional grain structure even at high sensitivity, smooth tonal gradation from shadows to highlights, and remarkably accurate skin tone reproduction. These qualities earned it widespread acclaim, including the prestigious Academy Scientific and Technical Award.

Listening closely to the voices of directors, cinematographers, and post-production specialists around the world, Fujifilm relentlessly pursued the essence of cinematic color. Designed with both analog and digital workflows in mind, ETERNA embodies a sophisticated color science that bridges traditional film aesthetics and modern digital demands. With a comprehensive lineup—including digital intermediate, archival, and theatrical print options—ETERNA became more than just a film stock; it became the backbone of the filmmaking workflow.

Capturing Moments Beautifully and Eternally

Alongside its film development, Fujifilm also dedicated itself to advancing camera production. The guiding philosophy was simple yet profound: “Beautiful images—captured by anyone, anywhere.” In 1960, Fujifilm entered the movie camera market with the FUJICA 8 T3, and in 1965, it introduced the Single-8 system—an innovative format that allowed users to easily shoot home movies by simply popping a film cartridge into the camera. This laid the foundation for what would become a thriving home movie culture.

As technology evolved, so did Single-8. It incorporated high-ratio zoom lenses, autofocus, high-speed shooting, and cinematic features such as fade-in/fade-out and overlapping exposures—functions essential to professional-level filmmaking. The system even supported 16mm cinema lens mounts, transforming Single-8 into a valuable training tool for aspiring cinematographers aiming to break into the film industry. Fujifilm didn’t just democratize visual expression; it also remained committed to creating tools for professionals. At the heart of it all was a singular mission: to capture and convey irreplaceable moments—faithfully, beautifully, and with integrity.

FUJINON – The Choice of Professionals

No story of Fujifilm’s cameras is complete without mentioning Fujinon—the high-performance lens brand that has helped define the company’s legacy in optical excellence. Fujinon has led the world in optical innovation, achieving breakthroughs such as the development of new optical glass materials and advanced press-molding techniques. In 1956, Fujifilm accelerated its lens design capabilities by developing Japan’s first domestically produced electronic computer, FUJIC. Comprising more than 20,000 components, FUJIC now stands as a historically significant artifact, proudly displayed at the National Museum of Nature and Science.

In the 1970s, as commercial and studio photography shifted to color, Fujifilm introduced a full lineup of medium- and large-format lenses. Across countless lens designs, the company consistently pursued natural color reproduction and enhanced sharpness, always striving for higher image quality. Technologies such as the multi-layer SUPER EBC coating emerged from this relentless commitment to optical excellence. These decades of experience now form the foundation of Fujifilm’s acclaimed modern lenses, including the GF and XF series for digital cameras. The evolution continues, with the development of new technologies like image stabilization delivering up to five stops of compensation, and APD filters that enhance bokeh for more expressive imagery. Fujinon lenses—past, present, and future—stand as a testament to Fujifilm’s unending pursuit of visual perfection.