 And we're right here with Fuji, and hi, so who are you? Hi, my name's Theo Georgiades, I work for Fujifilm UK for the electronic imaging division. And what are we looking at here, this is a nice big medium format, the new one? Yes, this is the brand new GFX 50R, and as you can see it's a rangefinder style camera. This complements the range we have now alongside the GFX 50S. It's small, it's compact, look how much thinner it is than the GFX 50S. It has a tilting LCD screen, but it's the most compact, lightweight medium format camera that we do. So how can it be so much smaller? What did you take out of it? Well, we just kept it a lot simpler. We wanted to... We feel he's still maintained the same mount and same sensor as the 50S, but by having just the standard tilting LCD screen, not the three-way tilt LCD screen, and moving where the battery is as well has allowed us to put it into the batteries there. Is it a nice big battery life still? Yes, absolutely. Let me put the lens back on. So is Fujifilm doing a whole bunch of really nice medium format lenses? Yes, we have many lenses in the range now. We announced another three lenses a few days ago. The 50mm f3.5, which is a small pancake type lens, it's only about this big. A 45 to 100mm zoom and a 100 to 200mm zoom. So the range of lenses is increasing and we hope we've covered many bases with the lenses that we have. So Sony, Nikon, Canon, Panasonic, they all just do full frame. What's the main advantage of doing medium format? So it's not just about the medium format. We have X-Series, which is an APS-C based system, and we feel the APS-C based system that we have is the best balanced system in the marketplace over quality and speed and versatility, and we feel that the GFX system compliments the APS-C system by stepping up in terms of sensor size to have improved image quality. So as a step up from full frame, right, is it quite a lot bigger? Yes, it's 50% bigger than full frame sensor. All the pictures in this exhibition, they're all on full medium format. Yes, so this is the home exhibition, so all these pictures are taken by Magnum Photographers, and this exhibition has been going all around the world so far. This is obviously the German leg to have it a Photokina, but these are Magnum Photographers that use the GFX 50S all about the subject back to us home. Different Magnum Photographers from around the world giving their adaptation of what it means, the title home. What does it mean to have this large sensor also in terms of the optics? Do you get more bulkier or better bulkier? Yes, so the one thing about sensor size is you go up in sensor size and you get much better separation, you get much more detail and clarity, and that's where the GFX system really comes into its own. And is it okay for video? Yes, this is 1080p video. We announced the GFX 100, which is going to have 4K video, but that will be coming next year. And you're showing a mock-up, right? We do, it's on the stand behind glass. And these are all also medium format around here. So what's the price on this one? So this is going to come out at 4,500 euros, 3,999 pounds. And the previous one you had the 50S, right? What was the price on that one? That was 6,500 euros, but that's going to be coming down in price to 5,500. So it will be 1,000 euros difference between the two. Alright, so it's getting more affordable, right? It is, it is. And I think this is where 50R is going to come into play. But under that 5,000 euro mark for a camera like that, it's amazing. So Hasselblad and Leica also have medium format, right? Hasselblad does, yeah. And do they, what's it called, is it different lens system or the same? No, it's their own system, yeah. So it's only the lenses, only Fuji are making them. No other company providing lenses? No, not for the system. But you have how many lenses right now? At the moment we have six lenses in the range and we'll have another three in the range during next year. And this is a 63mm? 63mm, yeah. And how much is that one? This is a 13.59 in the UK. Alright.