Fujifilm's INSTAX launches in SA this July

Despite the onslaught of smartphones and their sophisticated cameras, camera makers have found some respite even on the entry-level market thanks to the unexpected popularity of “Polaroid” type non-digital cameras.

Thanks to advancements in both imaging and inkless printing technologies, these instant cameras have captured the hearts and pockets of many hobbyist photographers who find something alluring about the design and simplicity of these products. Building upon that, Fujifilm is launching a new INSTAX Mini 11 that adds just a bit of smarts without going into digital camera territory.

One of the disadvantages of such simple instant cameras is that you really have little to no control over their settings. In a way, it is both simpler but also requires a bit more photography know-how to get the perfect shot. With the new Automatic Exposure, which senses ambient light the moment you press the shutter button, even novice users will be able to take good-looking photos no matter the condition.

Selfies are also harder to pull off with instant cameras but the INSTAX Mini 11 has a rather curious solution. Pull out the front edge of the lens to activate “Selfie Mode” and then and then use the small mirror next to the lens to frame the shot. While that mode can support subjects 30 to 50 cm away, Fujifilm does warn about some shifting in closeups.

The design of INSTAX Mini cameras has always leaned more on the whimsical and fun side while retaining part of the appearance of professional cameras. For the INSTAX Mini 11, Fujifilm is allowing for some customization by changing shutter buttons. Included in the package is a jewel button that matches the color of the camera as well as a glow button that glows in the dark.

The FUJIFILM instax mini 11 will be available locally starting mid-July 2020, retailing for R1 199, or as a kit with one pack of instax film (10 prints) for R1 349.

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Papi Mabele

Papi Mabele has a marketing background, he is a digital marketing expert with extensive experience in launching and building global brands in the emerging markets. Papi is also an avid tech writer, enthusiast and all round tech junkie. As a freelance writer and analyst he has been numerously published in Popular Mechanics (SA), GQ South Africa, Premier Magazine, Driven Magazine, Bloem News, Courant, The Weekly, Enthooze Magazine and PiE magazine amongst others.