While the product clearly appeals to younger content creators and storytellers, do you see potential for it to be adopted by more serious or unexpected audiences, such as professional filmmakers?
Absolutely, I think it can. The reason is simple. This product has just launched globally, and we don’t yet know how it will be perceived, not only by content creators but also by serious filmmakers and professionals.
That said, there are certain limitations to keep in mind. The camera records 15 seconds natively, which can be extended to 30 seconds using the app. The resolution is not intended for high-end filmmaking or large-format screenings such as IMAX or full-frame theatrical displays. So it really depends on what the creator wants to shoot and how they want their work to be consumed.
For a serious filmmaker, the question is whether this format suits the story they want to tell and the screen they want to present it on. Creativity plays a key role here. I’m not saying this product is limited to Gen Z or millennials. That’s something I clearly stated on stage as well. Anyone who wants to explore a different form of storytelling can use this. It could be a senior citizen, a filmmaker, a blogger, or a content creator. Anyone who wants to experiment.
What stands out for me is the sense of nostalgia in the product’s look and feel, combined with its creative potential. It appeals to people who love gadgets, enjoy experimenting with content, and have an artistic mindset. Much like social media, where storytelling happens within tight time limits, this camera pushes creators even further, to tell a complete story in just 15 seconds.
In filmmaking, you have an introduction, a narrative, and a climax. Achieving that within such a short time frame is a creative challenge, and that’s where the excitement lies.
We’ve also announced a three-month contest running from January 28 to April 28, judged by Imtiaz Ali. Once we see the kind of content that comes in, we’ll gain deeper insights into who is actually using the product. That will help us understand whether it’s resonating only with younger audiences or if serious creators are embracing it too. But from my perspective, this is a gadget that can be used by many different kinds of people.
How do you plan to approach marketing for this product, especially when the audience is still evolving?
The content itself becomes a source of data and insight. It helps us understand who our larger audience truly is.
At Fujifilm, we already have a diverse portfolio. We have products dedicated to filmmaking. Just two months ago, we launched the ETERNA cinema camera. We also cater to commercial advertising, vlogging, weddings, and other professional segments, with a lot of activity across these categories.
Now this camera comes in with a clear limitation of 15 seconds. But within that limitation, it can create beautiful and compelling content. From a marketing standpoint, yes, the first step is to target Gen Z and millennials through influencers, content creation, contests, and digital campaigns.
But beyond that, whenever we conduct filmmaking workshops or engage with professionals from other categories, we will also introduce this product to them. You never know. A surprise target audience may emerge.
So we are not limiting our marketing efforts to influencers alone. We will expand visibility across our other segments as well and see how the product naturally finds its audience.