Preserving Reiwa Retro: Why PENTAX is Developing a Half Film Camera | Release #125
cover image by yNAK
Why is PENTAX developing an analog film camera in this digital era? The answer lies in the changing needs of users and the evolution of shooting styles. This time, we delve into the innovative ideas and deep market insights behind PENTAX's 'Film Camera Project'.
Analog Experience in the Vertical Aesthetic of Digital
In a world where digital images are commonplace, the reason PENTAX's new film camera adopts a half-frame is clear. With the influence of Instagram's Stories feature, many young people naturally enjoy taking photos vertically. PENTAX is challenging itself to create a new shooting experience that bridges the gap between analog and digital.
The half-frame allows for more photos to be taken using 35mm film compared to a typical full-frame camera, lowering the barrier to entry for expensive film and making it more accessible to younger users. Additionally, half-frame cameras offer a unique format suitable for Instagram posts.
Listening to the Voices of a Wide Range of Generations
From the early stages of development, PENTAX conducted extensive market research focusing on the target user group. By gathering opinions not only from younger users but also from experienced photography enthusiasts, they incorporated diverse perspectives into product development.
The development of the half-frame camera is a choice made with the sustainability of photographic culture in mind. Film cameras offer a depth and warmth that digital photos lack, and their retro charm is appreciated. PENTAX chose the half-frame to preserve these values in the modern era.
Image by the Oji brown
By developing a half-frame camera, PENTAX is bringing retro charm back to the modern photography scene, creating a new flow in photographic culture. This movement will likely influence other manufacturers, sparking new competition in film camera development. In fact, PENTAX itself may want to compete with such rivals to aim for further innovation.
Returning to film cameras is not outdated. Rather, it's a sophisticated choice where past technology and modern sensibilities merge. It's about rediscovering the appeal of analog.
