Full Frame Medium Format? Yes, It’s Coming – But Not From Who You Think

Full Frame Medium Format, a full size 645 digital sensor, is the idea that many hoped either the Fujifilm GFX or Hasselblad X1D would sport, but neither of those companies took that leap with their Medium Format Mirrorless systems. However, a full frame medium format system is apparently on the way, and no, it’s not from Fuji or Hasselblad, not Pentax, PhaseOne – no… It’s coming from Zenit.

Yes, the Russian camera/lens maker Zenit has announced that it will be bringing a new full frame mirrorless digital camera to market in 2018. This news is coming from the Russian information agency RNS. This is a very interesting turn of events and announcement, especially considering that just last year we were letting you all know about Zenit being brought back to life.

According to the report, the Zenit will be styled after the old school Zenit cameras, updated to a modern look, but retaining its unique and recognizable contours and ergonomics. Similarly to the Fujifilm GFX, it will also feature a somewhat vintage look with leather and a darker color scheme. Oh, and regarding the price, we know at least one thing – it will be “more expensive than a good smartphone.” Which is good to hear, because that would certainly bring its quality into question, as well as shake the imaging industry to its core.

To our knowledge, this will be Zenit’s first foray back into actual cameras since being revived last year. They’ve found ways to work with photography again via lenses, etc. A lot remains to be seen about this full frame medium format mirrorless system; its viability outside of the Russian market, how it will stack up to the ‘crop’ medium format systems, and how it will work altogether. But now that it has been done, there is no doubt that it CAN be done – so those sort of excuses from the larger brands like Fujifilm, Hasselblad, and PhaseOne can stop.

It will be interesting to see if this is treated like Sony’s Full Frame mirrorless, which still remains the only system with that format, or if Fujifilm or Hasselblad or another company jumps into the market as well to offer an alternative to the Zenit.

Interesting times lie ahead. Stay tuned and we will update you on any further developments, as well make sure to check out Photo Rumors for more on this.