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Fujifilm is developing a medium-format, 102-megapixel cinema camera, the company said in a surprise announcement. Due next year, the GFX Eterna will carry a boxy, modular design reminiscent of Sony's FX6 or the new Blackmagic Pyxis and will likely be launched with a top handle, electronic viewfinder and other optional accessories. The new camera will have a medium format GFX 102-megapixel (MP) CMOS II HS sensor, the same one used on the GFX100 II. That sensor is 43.8mm x 32.9 mm in size, or 1.7 times larger than the full-frame sensor found on the aforementioned FX or Pyxis. That will be one of the largest cinema camera sensors available, even bigger than RED's V-Raptor XL sensor. The benefits will be extra dynamic range, potentially high resolution and a very shallow depth of field that should allow for cinematic shots when paired with the right lens. That does bring up the fact that Fujifilm currently has no GFX glass designed specifically for film production. However, the company said it's developing a 32-90mm power zoom lens (24-70mm full-frame equivalent) and will have a mount adapter for GFX to PL lenses, which are widely used in cinema. One other concern might be rolling shutter distortion. RED's V-Raptor XL uses a global shutter that has zero distortion, but the sensor Fujifilm will employ has a fair bit of it . In addition, the GFX100 II captures 8K with a 1.53x crop, negating many of the benefits of a medium format sensor so, hopefully Fujifilm will resolve those issues with its cinema camera. Fujifilm will show off the GFX Eterna starting tomorrow at the InterBEE 2024 media exhibition in Chiba City, Japan. It's set to be released sometime in 2025, with an exact date and pricing yet to be announced.This article originally appeared on Engadget at https://www.engadget.com/cameras/fujifilm-is-developing-a-102mp-medium-format-cinema-camera-130027537.html?src=rss
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Marketing and Advertising
Today's edition of things I suddenly really really need comes courtesy of LG Display. The company has developed what it claims to be the first display capable of stretching up to 50 percent. The screen is able to expand from 12 inches to 18 inches and can bend, twist and stretch basically the Bop It of the tech world. LG Display unveiled another model in 2022, which stretched from 12 inches to 14 inches about 20 percent longer. So, how did it go from 20 percent to 50 percent stretch capabilities? According to the company, "By applying a number of new technologies, such as improving the properties of a special silicon material substrate used in contact lenses and developing a new wiring design structure, LG Display improved the panels stretchability and flexibility, exceeding the original national projects target of 20 percent elongation." The free-form screen technology, as LG Display calls it, has full red, green and blue color with a resolution of 100ppi. The display also uses a micro-LED light source smaller than 40 micrometers, allowing the screen to be stretched over 10,000 times. The company claims it should still have high quality images even if it undergoes an external shock or is in more extreme temperatures than normal. Unfortunately for me (though certainly good for my wallet), the stretchable display is currently just a prototype. However, it could be used for flexible items like clothing, car panels and more in the future. This article originally appeared on Engadget at https://www.engadget.com/lgs-new-display-stretches-from-12-to-18-inches-124504018.html?src=rss
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Marketing and Advertising
Gymshark is addressing a significant but often barrier for Black people aiming to get into the habit of getting physically active: hair. The athletic apparel brand recently opened Twist n Sets, a pop-up salon and hair supplies shop in Londons Shoreditch neighborhood, after research revealed that 45% of Black women avoid exercise to keep their hairstyles intact. The space offered complimentary hair treatments, styling advice and products from black-owned hair brands like Ruka Hair and TreasureTress, alongside Gymsharks own sweat-wicking headband designed for curly and coily hair.While a temporary installation cant solve systemic inequities in fitness spaces, the initiative demonstrates how brands can take meaningful action by engaging with a specific demographics needs. Rather than sidestepping a complex issue, Gymshark created a practical solution that simultaneously validates the experiences of Black women and provides pragmatic support. The pop-up also serves as a blueprint for how other brands within and beyond the fitness space can make their communities more inclusive by focusing on overlooked barriers.
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Marketing and Advertising
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