In a groundbreaking announcement, Fujifilm has introduced its first medium format cinema camera, the GFX Eterna. This development, covered in Fujifilm’s official press release, could mark a turning point for cinema, as Fujifilm leverages its experience in medium format photography and color science to cater to a growing demand for cinematic quality in high-resolution formats. Let’s delve into what the GFX Eterna has to offer, explore Fujifilm’s history with medium format, and discuss its impact on the industry.