New FinePix JX280 Continues J-Series Momentum by Merging Style with the Latest Technologies

Valhalla, NY, July 21, 2010 – FUJIFILM North America Corporation today announced the introduction of the FinePix JX280 to join its ultra-compact J-Series family of digital cameras. The FinePix JX280 offers consumers a compact digital camera packed with the latest features, and provides them with the perfect fit for their pockets as well as their wallets.

The FinePix JX280 employs a 14-Megapixel CCD, a 2.7” High-Resolution LCD and a Fujinon 5x wide angle (28mm-140mm) optical zoom lens.

“With an overwhelming consumer response to the J-Series cameras we introduced earlier this year, we wanted to give our customers an even greater range of options when it comes to price point and feature set,” said David Troy, director of marketing, Consumer Digital Cameras, Electronic Imaging Division, FUJIFILM North America Corporation. “With the JX280 digital camera, there is now another ultra-compact model that has great looks and features, all at a great price.”

Encased in a high-grade metal body, the JX280 is not only well protected from bumps and scrapes, but gives a simple, yet elegant design appearance. The FinePix JX280 comes in black and is a slim 18.5mm1, easily fitting into any pocket or small purse.

HD Capability
The FinePix JX280 offers stunning HD movies in 720p with sound and high quality stills at 1920 x 1080. Many consumers are happy to enjoy HD movies on their PC, but with the new HD Player (optional extra), which comes equipped with a remote control, families can gather around their home HDTV to enjoy amazingly detailed stills and high resolution movie playback.

Tracking Auto Focus
The new JX280 features Tracking Auto Focus which is perfect for when you need to take a picture of a moving subject and can’t keep your subject in the frame. Just switch Tracking Auto Focus on and it will track your subject and ensure that you achieve a crisp picture with you subject in the center of the frame in perfect focus.

Motion Panorama Mode with Auto Stitch
Simply select Panorama mode and start shooting. Then, align the “+” symbol into the circle and the shutter will automatically release to seamlessly stitch the shots together in-camera. Perfect for landscape, large buildings or even party shots!

Smile / Blink Detection
Photos are all too often spoiled by people blinking or grimacing. Smile Detection works with Fujifilm’s highly-acclaimed Face Detection technology to detect smiles on faces – it will not take a picture until it detects a smile, so you’re guaranteed happy shots! Another new feature is Blink Detection which warns you if you have captured an image with people blinking, so you can re-shoot if necessary.

The FinePix JX280 offers these additional features:

• Scene Recognition Auto (SR AUTO):This mode intelligently detects the scene type you are shooting and optimizes the camera’s focus, exposure and white balance, so whether you’re photographing flowers or a holiday landscape, you will get flawless photos at the press of a button.

• Digital Image Stabilization: Digital Image Stabilization reduces image blur automatically and offers creative adaptability and excellent picture quality.

• Face Detection and Automatic Red-eye Removal:To provide perfectly exposed and focused portrait shots, the JX280 model is fitted with Fujifilm’s latest Face Detection technology which is able to track up to 10 faces simultaneously, at almost any angle to the camera. The system instantly corrects red-eye and then saves both the original and the corrected image file automatically.

• Photobook Assist: Photobook Assist lets you select and organize images in your camera to create a digital photobook. You can download the photobooks to your computer using MyFinePix Studio software that is included.

The FinePix JX280 will be available end of August 2010 at a retail price of $149.95.

1. Measured at the thinnest chassis point.

NOTE: For complete camera specifications, please go to: http://www.fujifilm.com/products/digital_cameras/

About Fujifilm
FUJIFILM North America Corporation, a marketing subsidiary of FUJIFILM Corporation, consists of four operating divisions and two subsidiary companies. The Imaging Division sells consumer and commercial photographic products and services including film, one-time-use cameras, online photo services and fulfillment, digital printing equipment and service. The Electronic Imaging Division markets consumer digital cameras. The Motion Picture Division provides motion picture film and the Graphic Systems Division supplies products and services to the printing industry. FUJIFILM Optical Devices U.S.A., Inc. is a provider of binoculars, and optical lenses for the closed circuit television, videography, cinematography, broadcast, and industrial markets. FUJIFILM Canada Inc. markets a range of Fujifilm products and services. For more information, please visit www.fujifilm.com/northamerica, or go to www.twitter.com/fujifilmus to follow Fujifilm on Twitter. To receive news and information direct from Fujifilm via RSS, subscribe at www.fujifilmusa.com/rss.

FUJIFILM Holdings Corporation, Tokyo, Japan, brings continuous innovation and leading-edge products to a broad spectrum of industries, including electronic imaging, digital printing equipment, medical systems, life sciences, graphic arts, flat panel display materials, and office products, based on a vast portfolio of digital, optical, fine chemical and thin film coating technologies. The company was among the top 20 companies around the world granted U.S. patents in 2009, and in the year ended March 31, 2010, had global revenues of $23.5 billion*. Fujifilm is committed to environmental stewardship and good corporate citizenship. For more information, please visit www.fujifilmholdings.com.
* At an exchange rate of 93 yen to the dollar.

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