Fujifilm introduced the GFX System of mirrorless digital cameras in 2017 and has added a series of improvements, including video capabilities. With GFX Eterrna, the company is combining its filmmaking experience and experience as a premiere source of lenses under the Fujinon brand with the advanced technology of its GFX System cameras, it said.

Achieving rich, true to life visuals with the large format sensor Paving the way for a new era of film production and timeless masterpiece

The 102MP sensor will be paired with Fujifilm's X-Processor 5, also brought over from its more stills-focused cameras. That sensor is "approximately 1.7 times larger" than 35mm sensors, which themselves are considered relatively big for cinema cameras.

In 2017 Fujifilm revolutionized the digital medium format camera with the original GFX 50S, providing a more versatile body that took the format out of the studio and into the real world. The company has now announced that it will use the same approach and GFX system design to develop its first filmmaking camera – the Fujifilm GFX Eterna.

I bet you have asked many times over the years, “When will Fujifilm make a dedicated cinema camera?” Well, my friends, today is the day. FUJIFILM

Alongside announcing the GFX Eterna, Fujifilm is developing a 32-90mm power-zoom cinema lens and a GF to PL mount adapter – the latter is an industry-standard lens mount. We don't know the GFX Eterna's list price yet, nor that of the lens, although to give you a rough ballpark, the GFX100 II was launched at $7,499 / £6,999 / AU$12,599.

Fujifilm is developing a medium-format, 102-megapixel cinema camera, the company said in a surprise announcement.