The cost of owning one of the world’s most coveted high-end cameras has just been dramatically reduced, following the launch of a landmark global marketing initiative by Hasselblad:

The makers of the world's most advanced camera system have announced plans to cut the cost of ownership on a number of models - including a massive 22.9% off the entry-point H4D-31 (with 35-90mm lens) and 20.59% off the company's 'ultimate photography tool', the 60 megapixel H4D-60 camera.

Under the revised pricing structure the H4D-31 (incl. 35-90mm lens) has been reduced by 3,565 euros to 11,995 euros. The H4D-60 cost is down 6,200 euros to 23,900 euros.

Chris Russell-Fish, Hasselblad's Global Sales and Marketing Director said: "This is a groundbreaking move and a very important day indeed for every photographer who aspires to own one of the best cameras in the world. For many, price has long been the biggest barrier to ownership. Now we have substantially reduced prices on six units and there really has never been a better time to get your hands on a Hasselblad. Photographers can now buy into our fully integrated H System capture solutions with an H4D-31 camera body for less than 9,000 euros."

He added: "This price reduction campaign is part of an innovative and dynamic marketing strategy for the company, ahead of the world's biggest photographic trade fair; photokina, Cologne, in September. We are determined that more of the world's serious creative photographers will now have unprecedented access to a Hasselblad at a price they can afford."

The popular Hasselblad trade-in opportunity will also continue. Russell-Fish explained: "We have adjusted this programme to reflect our new price structure. Photographers can get more information online."

Under the new deal the H4D-40 unit is reduced by 1,000 euros; the H4D-50 by 3,000 euros; the H4D-50MS by 3,000 euros; the H4D-200MS by 4,500 euros and the CFV-50 Digital Back by 2,000 euros.

And in a separate stand-alone offer customers who buy a new Hasselblad camera and lens before the end of July will be eligible to purchase a second lens at just 50% of the manufacturer's recommended sales price.

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Hasselblad X-Pan film camera

I received a tip that Hasselblad will introduce a new family of digital cameras this year, probably at Photokina. One of the possibilities is a smaller DSLR type camera. The other rumor is for a digital X-Pan camera, which will use a customized sensor in order to provide the wide panorama format. The sensor will be smaller then the original film double frame (24mm x 65mm) and will probably have 1.5x crop factor. The price will be at the Leica M9 range ($6000-$7000).

In June last year, Hasselblad was acquired by Ventizz Capital Fund IV, a private equity fund. The new owners are likely to provide the R&D funding for the new projects as stated in the press release:

Hasselblad, the premium medium format camera manufacturer, is planning a rapid expansion of cutting edge capture products and is set to target new imaging markets following the company’s acquisition by Ventizz Capital Fund IV, LP, a private equity investor exclusively advised by Swiss and Germany based Ventizz Capital Partners AG.

Ventizz, which specializes in funding growth in companies across various high-tech industry sectors including communications technology and renewable energy, says it plans ‘no major structural or key management changes’ at Hasselblad.

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Hasselblad announced that starting March 12, all of their newly purchased cameras will include a version of Adobe Photoshop Lightroom. My guess is that they are talking about Lightroom 4 which will probably be released on March 6th.

Press release:

Hasselblad and Adobe announce an agreement to make medium format photography easier and more accessible to the world’s photographers.

Hasselblad today announced an agreement with Adobe Systems Incorporated that, beginning on the 12th March 2012, all newly purchased medium format Hasselblad H4D cameras will include a fully functional copy of Adobe® Photoshop® Lightroom® software at no extra charge. Under this agreement, Hasselblad is creating new opportunities for all lovers of medium format photography as well as for aspirational 35mm professionals, advanced amateurs and enthusiasts to perfect, search, process and organize their images in a single solution regardless of their experience or skill level.

Chris Russell-Fish, Hasselblad Global Sales and Marketing Director said: “Integrating the Adobe platform with Hasselblad is a ground-breaking step. Changing platforms is always a challenge for timestarved photographers and digital operators but now all users can have the excellence of a Hasselblad image file married to the functionality and ease of use of Adobe Lightroom.”

Hasselblad customers who buy new medium format H4D cameras will receive Lightroom software with their new camera equipment at no additional cost.

Adobe spokesperson Tom Hogarty, principal product manager for Lightroom said: “We are excited that photographers who purchase a new Hasselblad H4D camera will now easily be able to combine it with the power of Lightroom software. The world of imaging continues to evolve quickly, so it is increasingly important to offer customers innovative and practical software options to refine, showcase and manage their images.”

The Hasselblad and Lightroom plan does not mean that Hasselblad’s Phocus software is being phased out. Said Russell-Fish: “We will continue to support our proprietary Phocus software. This new agreement is about providing choice for our customers. Lightroom has the advantage of familiarity with photographers, digital operators and enthusiasts worldwide. Phocus still offers high-end imagists some highly specialized tools and remains an integral element of our Multi-Shot cameras as well as our Phocus Mobile application, which enables wireless connectivity for the iPhone, iPad and iPod Touch.

We are also working on solutions to tethering and batch processing challenges, and integration of  those solutions is not far off.” Hasselblad will run a worldwide programme of workshops and studio days based on medium format capture and Lightroom software.

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The Hasselblad H4X that leaked few days ago is now officially announced. Current H1/H2/H2F owners can upgrade to the new model (prices starting from 3,995 Euros).

27/10/2011 After almost a decade of service in the front line many H1 and H2/H2F bodies are growing tired and are now in need of replacement. Customers still using the aging platform can now trade-up to the new H4X.
Said Chris Russell-Fish, Global Sales and Marketing Director: "The H1/H2 series has had a long and distinguished career but the time has come to announce its evolution. We know there are still a substantial number of photographers out there using H1/H2 bodies - and we are offering them an exclusive opportunity now to trade-in and upgrade to a very worthy successor - the H4X."

The new model is available only to H1/H2/H2F users and will cost from just 3,995 Euro (plus tax). The H4X is a great camera body upgrade, which supports all H System lenses, most third party backs and even film. And of course it comes with our world-acclaimed True Focus technology and all the built-in 'DNA pedigree' our customers have come to expect from Hasselblad.

Former US President J. Carter once said 'We must adjust to changing times and still hold to unchanging principles'. We agree. Our new H4X completely underpins this sound logic.

For further information and for H1/H2/H2F owners who wish to trade-up to the new H4X, please go to:
www.hasselblad.com/H4X and contact your Hasselblad dealer.

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Captureintegration got the scoop on a new H4X body that briefly appeared on Hasselblad's website:

"The H4X provides a fantastic successor or upgrade to your H1 or H2/H2F body and supports all H System lenses, most third party backs*, and even features a film back option. The H4X also provides a technological bridge to our faithful H1 and H2/H2F customers enabling them to take advantage of all the features that photographers have come to expect from a Hasselblad H4 series camera, including Hasselblad’s world-acclaimed True Focus technology, which allows you to concentrate completely on creativity without worrying about focus mechanics, and the ability to use the HVD 90x viewfinder optimized for the 36×48mm format."

Google confirms the listing - you can see the cached website here:

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Hasselblad got new owners and they are planning a "rapid expansion of cutting edge capture products and is set to target new imaging markets". Read the full press release for more details:

Hasselblad, the premium medium format camera manufacturer, is planning a rapid expansion of cutting edge capture products and is set to target new imaging markets following the company’s acquisition by Ventizz Capital Fund IV, LP, a private equity investor exclusively advised by Swiss and Germany based Ventizz Capital Partners AG.

Ventizz, which specializes in funding growth in companies across various high-tech industry sectors including communications technology and renewable energy, says it plans ‘no major structural or key management changes’ at Hasselblad.

Announcing the move Dr. Larry Hansen, Hasselblad Chairman & CEO said: “After eight years of ownership by the Hong Kong-based Shriro group, Hasselblad is now moving back to its European roots. History shows that for over half a century we have been the leading manufacturer and partner for photographers working in the medium format environment and seeking highest quality and ongoing innovation. In 2002 we pioneered the revolutionary Hasselblad H-Camera System – the most comprehensive digital camera system of its kind available today, with its unique advancements such as True Focus and instant lens correction in our Phocus software.”

He added: “Ventizz has a very impressive funding pedigree in the technology marketplace and our joint focus now will be on both maintaining our market-leading position with ongoing, advanced high-end camera products and also on exploiting the potential we see in brand new markets.”

Hasselblad has recently launched the H4D-200MS, a top end multi-shot camera delivering unprecedented 200 megapixels.

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Today only: Adobe Lightroom 3 for $199.

$50 off (10%) for the Olympus XZ-1 with this coupon code: S8476632 (also free shipping). You can check also the Olympus XZ-1 guest review.

The new Hasselblad H4D-200MS can deliver images with 200MP resolution by taking six different shots:

"The H4D-200MS camera uses a 50Mpix sensor mounted onto our patented symmetrical multi-shot frame, which can accurately position the sensor with accuracy, using piezo-electrical actuators. The camera then captures 6 shots, by moving the sensor 1 and ½ pixel at the time, to create a 200Mpix capture."

The price? $43,995. Few sample photos are available here.

The Polaroid GL10 mobile instant printer is now shipping. Announced back at CES 2011, the printer has Bluetooth connectivity that allows you to print photos directly from your cell phone.

Ricoh, Panasonic, Olympus to shed jobs, factories.

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Hasselblad is going the Leica way and announced another limited edition Hasselblad H4D-40 stainless steel camera (they announced a H4D Ferrari limited edition two months ago). Only 100 pieces will be produced and the price will be 13,990 Euros (body only) or 14,990 Euros (with HC 2.8/80mm lens).

Via Imaging Insider

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Photokina news are slowly fading away as we approach the end of day 3 of the biggest photography show. Quick update on the latest:

• BJP: "Sigma says it is working on a full-frame version of the sensor, despite the three-layer design's complexity."
• Photokina medium format coverage.
• Hasselblad plans 200-megapixel camera for 2011.
• Pentax announced retail prices for the 645D - US: $9999.99 (why the 99 cents?) UK: £9000 (body only).
• Gorillapod Video: floor coverage
• Zeiss to Discontinue Lenses for Pentax

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First, a slideshow from Photokina 2010:

• Hasselblad CFV-50 adds 50MP digital sensor to your V-System camera. They also brought a Hasselblad H4D Ferrari Edition.

• Ricoh G700SE: 12MP, waterproof, dust proof, shockproof, Bluetooth 2.1+EDR and wifi (b/g) antennas.

• Pocket-lint has several hands-on reports from Photokina.

• Aptina announced a new sensor "that can produce full resolution images at 10fps and is intended for use in DSLRs. The company has also announced a 14Mp CMOS sensor with full 1080p HD video recording capabilities for compact and hybrid cameras."

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Hasselblad H4D

PhotographyBlog reports on an invitation from Hasselblad for a  September 22, 2010 press event where they will:

“Announce exciting news for the entire photographic community including new lenses, software, digital back and camera.”

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DC Watch has multiple pictures of different Ricoh GXR prototypes shown on the CP+ Camera and Imaging Show 2010 in Japan. One of them is the previously rumored 28-300mm GXR cartridge:

On display was also a Ricoh GXR A12 28mm f/2.5 cartridge and Ricoh GXR Leica mount cartridge:

as well as Ricoh GXR Hasselblad cartridge:

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A detailed hands-on with the new Hasselblad H4D-40 is available @ ThePhoblographer (also a sample photo).

Here is the official video from Hasselblad:

More detailed videos from each of the featured photographers after the break:

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Hasselblad had to release the H4D-40 earlier because "certain websites leaked the details" (the official release was scheduled for February 9/10).  I would like to think that they did not have PhotoRumors in mind, since I did not really have anything to "leak" - I just reported on what I saw on the Internets (with the help of some friends).

Full press release after the break:

Hasselblad H4D-40 Press Release

Copenhagen, February 2nd 2010: The announcement of Hasselblad’s H4D line of cameras and True Focus technology heralded the beginning of a new chapter in the history of medium format DSLRs. Now, with the launch of the H4D-40, Hasselblad is announcing its intent to bring the advantages of Medium Format DSLRs to high-end 35mm photographers.

“Most high-end photographers understand the advantages that a Medium Format system has over smaller formats,” explains Hasselblad CEO Larry Hansen, “but many younger photographers have never been exposed to larger format photography. Most everyone in the photographic world is aware, for example, of the dramatic developments that have taken place in the 35mm in recent years,” he continues, “but there many of the younger generation of shooters are not aware of the fact that Medium Format DSLRs have evolved equally dramatically, maintaining – and even in some cases increasing – the quality gap that has historically existed between small format and larger format systems.”

“The fact that our large sensors have millions of pixels more than 35mm sensors is known, for instance,” Hansen continues, “but the superior image quality that results, in terms of color, detail, and clarity, is not as well known. Likewise, many photographers are not aware of the fact that the larger format of the H System cameras provides a considerably shallower depth of field range, making it much easier to utilize selective focus to creative effect.

When combined with True Focus, this opens enormous creative possibilities and technical accuracy. Add to this the modularity of the H4D-40 with its choice of bright image viewfinders and an extensive accessories program, and you get a feature set that makes a Hasselblad system, today, more than ever, a crucial component of any professional photographic toolbox.”

Features such as new low noise color filters of the H4D-40’s sensor and the high performance HC/HCD lens line, provide the basis for increased clarity and increased depth of field. The Hasselblad Natural Color Solution (HNCS) achieves consistent color reproduction using a single color profile, and digital lens correction (DAC), perfects each image captured through the HC/HCD lenses, by removing any trace of distortion, vignetting, or chromatic aberrations.

The H4D also comes bundled with Hasselblad’s new Phocus 2.0 imaging software, featuring a dramatically reduced learning curve, enabling the average photographer to be up to speed in less than 30 minutes, and a feature set that matches the industry standards defined by Adobe and Apple.

“We are thrilled to be able to announce the introduction of the H4D-40,” continues Hansen, “and look forward to welcoming a new generation of 35mm photographers as they step up to a higher level of image quality and begin to explore the creative possibilities provided by a Hasselblad system. With the H4D-40, photographers get a camera that is as easy to use – or even easier – than a high-end 35mm DSLR, but that comes with the famed Hasselblad image quality – larger lenses and sensors, more advanced optics, increased resolution and clarity, and all the other benefits of Hasselblad’s Medium Format DSLRs.”

“For over half a century,” Hansen concludes, “Hasselblad cameras have been the choice of the most discerning professionals and the reason for that loyalty has not changed – at Hasselblad, image quality always comes first. We will continue to pursue image quality perfection and will continue to provide the ultimate imaging tools for any application where image quality is important. And in the upcoming months we will do our best to see that as many 35mm photographers as possible get the opportunity to try these amazing products for themselves.”

Hasselblad is launching the H4D-40 worldwide via a series of dealer demonstrations and events in the Americas, Europe, and Asia. The H4D-40 starts at 13,995 Euro / 19.995 USD / 12.995 GBP for camera body, viewfinder, and 80mm lens, and is available for immediate shipping. For dates and times of regional or local launch events, or to learn more about the advantages of the Hasselblad system, log on to www.hasselblad.com

True Focus: Delivering accurate composing at close distance with shallow depth-of-field

True Focus helps solve one of the most lingering challenges in professional photography, true, accurate focusing throughout the image field when working with shallow depth-of-field at closer range. Without multi-point auto-focus a typical auto-focus camera can only correctly measure focus on a subject that is in the center of the image. When a photographer wants to focus on a subject outside the center area, they have to lock focus on the subject and then re-compose the image.

In short distances, this re-composing causes focus error, as the plane of focus sharpness follows the camera’s movement, perpendicular to the axis of the lens. The traditional solution for most DSLRs has been to equip the camera with a multi-point AF sensor. These sensors allow the photographer to fix an off-center focus point on an off-center subject, which is then focused correctly, but such multi-point AF solutions are often tedious and inflexible to work with and do not really solve the problem.

To overcome this problem, Hasselblad has used modern yaw rate sensor technology to measure angular velocity in an innovative way. The result is the new Absolute Position Lock (APL) processor, which forms the foundation of Hasselblad’s True Focus feature.

The APL processor accurately logs camera movement during any re-composing, then uses these exact measurements to calculate the necessary focus adjustment, and issues the proper commands to the lens’s focus motor so it can compensate. The APL processor computes the advanced positional algorithms and carries out the required focus corrections at such rapid speed that no shutter lag occurs. The H4D’s firmware then further perfects the focus using the precise data retrieval system found on all HC/HCD lenses. The True Focus technology and APL (both patent pending) mark a significant milestone for Hasselblad’s high-end DSLR strategy and represent the result of many years of development work.

Via PhotographyBay and AmateurPhotographer

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First the set of specs from Calumet:

Digital Features:

Sensor size: 40.0 Mpixels (7304×5478 pixels)

Sensor dimensions: 33.1×44.2 mm

Image size: RAW 3FR capture 50 MB on average. TIFF 8 bit: 120 MB

File format: Lossless compressed Hasselblad RAW 3FR

Shooting mode: Single shot

Color definition: 16 bit

ISO speed range: ISO 100, 200, 400, 800 and 1600

Storage options: CF card type U-DMA (e.g. SanDisk extreme IV) or tethered to Mac or PC

Color management: Hasselblad Natural Color Solution

Storage capacity: 4 GB CF card holds 75 images on average

Capture rate: 1.1 seconds per capture. 33 captures per minute

Color display: Yes, 3 inch TFT type, 24 bit color, 230 400 pixels

Histogram feedback: Yes

IR filter: Mounted on CCD sensor

Acoustic feedback: Yes

Software: Phocus for Mac and Windows

Platform support: Macintosh: OSX. Windows: XP (32 and 64 bit), Vista (32 and 64 bit), Windows 7 (32 and 64 bit).

Host connection type: FireWire 800 (IEEE 1394b)

View camera compatibility: Yes, Mechanical shutters controlled via flash sync. Electronic shutters can be controlled from Phocus.

Operating temperature: 0 - 45 °C / 32 - 113 °F

Dimensions: Complete camera w. HC80 mm lens: 153 x 131 x 213 mm [W x H x D]

Weight: 2290 g (Complete camera w. HC80 mm lens, Li-Ion battery and CF card)

Camera Features:

Camera type: Large sensor medium format DSLR

Lenses: Hasselblad HC/HCD lens line with integral central lens shutter.

Shutter speed range: 256 seconds to 1/800 second

Flash sync speed: Flash can be used at all shutter speeds.

Viewfinder options:

•HVD 90x: 90° eye-level viewfinder w. diopter adjustment (-5 to +3.5D). Image magnification 3.1 times. Integral fill-flash (G.No. 12 @ ISO100). Hot shoe for SCA3002-system flashes from Metz™.

•HV 90x: 90° eye-level viewfinder w. diopter adjustment (-4 to +2.5D). Image magnification 2.7 times. Integral fill-flash (G.No. 12 @ ISO100). Hot shoe for SCA3002-system flashes from Metz™.

•HVM: Waist-level viewfinder. Image magnification 3.2 times.

Focusing: Autofocus metering with passive central cross-type sensor. Ultra focus digital feedback. Instant manual focus override. Metering range EV 1 to 19 at ISO 100.

Flash control: Automatic TTL centre weighted system. Uses built-in flash or flashes compatible with SCA3002 (Metz™). Output can be adjusted from -3 to +3EV. For manual flashes a built-in metering system is available.

Exposure metering: Metering options: Spot, Centre Weighted and CentreSpot. Metering range Spot: EV2 to 21, Centre Weighted: EV1 to 21, CentreSpot: EV1 to 21

Power supply: Rechargeable Li-ion battery (7.2 VDC / 1850 mAh).

Film compatibility: No

Focus-Numerique also published some Hasselblad H4D-40 specs (Google translation):

Sensor Resolution: 40.1 Megapixel (5477 × 7302 pixels) in size 3 / 4
Sensor dimensions: 33.1 x 44.2 mm
Pixel size: 6.0 μm
Image Size: Shooting RAW 3FR, compressed from 54 MB on average. TIFF 8bit: 120 MB
Raw File Format (RAW): Hasselblad 3FR lossless compressed
Fashion Shooting: Single Shot
Definition of color: 16 bits
ISO Range: ISO 100, 200, 400 and 800
2 storage options: CF card type U-DMA (eg. SanDisk Extreme Pro) or cable connection to a Mac or PC
Color Management: Solution of Hasselblad Natural Color
Storage Capacity FC: A 4GB CF card contains an average of 74 images
Capture rate: 1.4 seconds per capture. 42 catches per minute
Color Screen: 3 inch, double-resolution (460,320 pixels), TFT, 24 bit color
Histogram: Yes
IR filter mounted CCD
Acoustic feedback: Yes
Software Included: Phocus for Mac and Windows
Platforms Supported: Macintosh OS X version 10.6. Windows: XP, Vista and Windows 7 (32 and 64 bit)
Type of connection to the Host: FireWire 800 (IEEE1394b)
Compatibility view camera: Yes, via flash sync for mechanical valves. Phocus software allows to control the electronic shutters.
Operating temperatures: 0 - 45 C
Dimensions: Complete camera without lens: 153 x 131 x 136 mm [W x H x D]
Weight: 1800 g (camera body, viewfinder HV 90x-II, Li-Ion battery and CF card), 2290g with 80mm

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This is taken from Hasselblad's website:

"At Hasselblad, we’ve been taking image quality to new and unexplored heights for over fifty years now. And now, we are proud to announce the launch of the new Hasselblad H4D-40, bringing ultimate image quality to an entirely new generation of photographers. The H4D-40 will help your photography to grow in ways you never dreamed possible.
As easy to use as any 35mm camera and featuring a 40 Megapixel Medium Format sensor, our easy to use new Phocus 2.0 software, and the new True Focus AF, the H4D-40 provides the perfect entry point into the Hasselblad world. The H4D-40 gives you full access to the entire Hasselblad system of software, lenses, and features and has been designed to meet the needs of the most demanding high-end commercial photographers – and yours.
We are launching the H4D-40 at special “hands-on” events in over 50 cities throughout the world starting February 10, 2010. To find a launch event near you click on the link to the right.
February 10th will also see the launch of an exciting new area on the Hasselblad website, the Hasselblad Owners’ Club. More info about this exciting addition to the Hasselblad world can also be found by clicking on the links to the right.
We look forward to seeing you on February 10th!"

More info on the upcoming Hasselblad events can be found here.

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The price of the new Hasselblad H4D-40 is going to be £12,995 + Vat (In the UK). This is according to an advertising in the Photo Pro magazine in the UK (latest issue):

World wide launch on February 10th, 2010.

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Hasselblad just sent out this email teaser (same as this one, but in English):

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I have been following this rumor for a while.

There is new Hasselblad teaser - a new baby is coming:

click to enlarge

All key dealers in Central Europe were instructed by Hasselblad about the new camera system due next week. Hasselblad sees a gap between DSLR and MF segments and it will address it next week. The new camera will be cheaper and as compact as the Leica s2.

Read more about the new campaign in DSLRmagazine (English translation). A better "human" translation can be found here.

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2. Hasselblad update
3. Hasselblad teaser (this time in English)

Hasselblad will reveal their secret in 4 days. I got some rumors today that besides a new website, they will also introduce "an interesting new option" which will be their answer to the Leica S2. Don't have other details at that point.

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