Fujifilm expands cinema line with ultra-wide 19-35mm large format power zoom

The release solidifies Fujifilm’s entry into the high-end digital cinematography market by completing a core two-lens set that covers the transition from ultra-wide to portrait lengths. By standardizing physical dimensions and internal servo operations, Fujifilm is lowering the technical barrier for small-crew and documentary productions using larger-than-full-frame sensors. This move directly challenges established players like Sony and ARRI by offering a specialized G-mount ecosystem optimized for the unique 43.8 x 33.9 mm sensor size of the GFX ETERNA. Watch for whether Fujifilm introduces a third telephoto zoom to compete with the versatile focal ranges of rival PL-mount systems.

The expansion of the GF cinema lens lineup follows the strategic pivot Fujifilm made in late 2024 to enter the professional cinema hardware space. Per Fujifilm’s official development announcements in November 2024, the GFX ETERNA 55 was designed to leverage the 102MP CMOS II HS sensor, which is approximately 1.7 times larger than a standard 35mm full-frame sensor. By January 2026, the GFX ETERNA 55 achieved IMAX certification, as reported by PetaPixel, joining a select group of digital cameras approved for the 'Filmed For IMAX' program due to its ability to record in 4:3 Open Gate mode with 32.71mm of vertical height.

The hardware strategy mirrors broader market shifts where manufacturers are prioritizing large-format sensor flexibility to support diverse aspect ratios for both traditional cinema and streaming-first content. Per B&H Photo and Adorama in early 2026, the GFX ETERNA 55 entered the market at a competitive list price of approximately $16,499. The first lens in the series, the GF32-90mmT3.5 PZ OIS WR, was released in October 2025 for roughly $5,999, according to DPReview. This pricing and focal range coverage target the mid-to-high-end production segment, where the demand for 8K-capable, large-format systems is growing.

Competitively, the GFX system distinguishes itself by providing native G-mount lenses with integrated autofocus and stabilization features, which are less common in traditional PL-mount cinema glass. This creates a distinct workflow for solo operators and documentary filmmakers who require large sensor aesthetics without the weight of traditional cinema rigs. Industry analysis from Fstoppers in early 2026 notes that Fujifilm’s focus on its larger 44x33mm sensor provides a unique depth-of-field advantage over the 36x24mm full-frame sensors used in the Sony Venice 2 or Burano systems.