Hasselblad Marketing Frenzy at Photokina 2010

hasselblad Sep 22, 2010


Hasselblad marketing went into overdrive today with six major press releases and two backgrounder releases. They announced everything from a new entry-level H4D-31 system priced at

€9,995, a limited edition Ferrari H4D, two new lenses, a new digital back for the V System, a preview of a 200Mpx (you read that right) sensor, an H4D firmware update, three new versions of Phocus including versions for the iPhone/iPad and a light version called Phocus Quick.

Here is a Flickr slideshow with all of the press images. The full press releases will be after the jump.

Hasselblad expands its H4D line with the new H4D-31

The H4D-31 – the perfect digital medium format alternative for 35mm DSLR photographers and for V-customers who are ready to transition to digital.

Following the enthusiasm with which the H4D-40 has been embraced, Hasselblad was inspired to offer photographers the H4D-31, bringing the ultimate in image quality to high end 35mm DSLR photographers who want to step up to medium format. At the same time, Hasselblad wanted to offer its V-System customers a digital alternative by bundling the H4D-31 with a CF-lens adapter for mounting V-System lenses.

The H4D-31 delivers the same superior image quality that is the hallmark of the Hasselblad name. Thanks, in part, to the combination of its low noise color filters, Hasselblad Natural Color Solution (HNCS), with its single color profile, and exquisite performance of the HC/HCD line of lenses, the H4D-31 provides color accuracy, excellent detail and clarity – everything you’d expect from a Hasselblad camera and more.

Equipped with the same advanced technology as the H4D-40, the H4D-31, features Hasselblad’s True Focus, which provides focusing accuracy throughout the image field – even at close range with shallow depth-of-field. Hasselblad’s innovative use of yaw rate sensor technology solves the challenge of having to focus and recompose in order to acquire a focus point outside the center area of multi-point AF systems. True Focus ensures that photographers quickly and accurately achieve the desired focus at any point.

Currently shipping, the H4D-31 is available in two configurations, both with the latest version of Hasselblad’s Phocus 2.6 software. The first, designed for high end 35mm DSLR photographers comes bundled with an 80mm lens. The other offers a digital medium format solution for V-System users by bundling the H4D-31 with a CF-lens adapter. Both options are priced at 9,995 Euro (+tax).


Hasselblad H4D-31HC 80mm Kit LensCF Adapter for V Lenses
Hasselblad meets Ferrari Two iconic brands come together to form the perfect union through the Limited H4D Ferrari Edition

Two worldwide renowned companies born from the passion of two men now collaborate in the creation of the H4D Ferrari, a limited edition of Hasselblad’s latest flagship camera. This brand new model is dedicated to the new generation of photographers looking for the ultimate image quality, and will be produced in 499 units. A winning combination, the Hasselblad H4D Ferrari Limited Edition camera will have appeal to Ferrari and Hasselblad fans who appreciate the innovation, quality and design that symbolize both brands.

The H4D Ferrari Limited Edition is finished in Ferrari’s unique color “rosso fuoco”, and bears the legendary Racing Shield. The camera, which comes with an 80mm lens, is presented in an exclusi- vely designed and engineered box with a glass top equally labeled with the distinctive Ferrari Racing Shield. Dual layers, one for the camera, with the lens and accessories housed in a separate lower level, are lined with a soft and rich material. This striking case is housed in a special handmade case and therefore is ideal for both storage and display.
Dr. Larry Hansen, chairman and CEO of Hasselblad: “I am proud of the company’s achievements since the introduction of the newest generation of Hasselblad cameras, the H4 series, and feel very honored to be able to celebrate our success together with such a precious brand.”
For more than 6 decades Ferrari as well as Hasselblad are renowned for technological innovative solutions, passion for excellence and an extraordinary sense of style. Based upon that mutual and ab- sorbing passion, Ferrari and Hasselblad partner in the launch of this new generation of H4 cameras.
Catch a first glance of the striking red camera model at the Hasselblad photokina booth from Septem- ber 22, 12:00am where it will be displayed for all intrigued visitors. The showcase will be located at the specially designed car stage, where renowned car photographers Guenther Raupp and Roberto Bigano will perform 30-minutes Master Classes demonstrating their set-up and shooting techniques.
For Ferrari enthusiasts striving to produce images at top speed, the brand new Phocus Quick software by Hasselblad that simply sidesteps any kind of complex postproduction will turn out to be the perfect tool to “strike home”.
Further information to be released in October 2010.
H4D Ferrari Edition (right)H4D Ferrari Edition (left)
Hasselblad extends functionality of H4D System

Hasselblad continues to improve the H4D System with two new HC lenses and a firmware upgrade.

Launched in September 2009, the H4D System not only marked a new line of cameras but it introduced new advanced technology to the world of photography with its unique True Focus and Absolute Position Lock features. With access to the renowned HC/HCD lens family, it’s no wonder that the H4D has been so well received. The H4D camera line now offers several different models, including the H4D-40, which was designed to meet the needs of 35mm DSLR users who want to add medium format to their creative tools. The remaining H4D series includes models with 50 and 60 megapixel sensors as well as Hasselblad’s unique multi-shot H4D-50MS.
Always striving to deliver the best camera system in the world to photographers, Hasselblad has introduced two new HC lenses, strengthening the H-System lens family with the new HC 50mm-II and the HC Macro 120mm-II. Both lenses have a new optical design delivering significantly improved performance. The new lenses are available now.
HC 50mm-II
The HC 50-II, with its moderately wide 35mm-equivalent focal length of 31.4mm, is a versatile, all- purpose lens that can be used for many different applications. The updated optical design provides higher resolution and more even performance over the image area. Close range performance has also been improved to deliver better performance while maintaining its minimum object-to-image plane distance of 0.6m. The lens features 11 elements in 7 groups, a rear focusing mechanism and a broad aperture range of f/3.5-f/32.
HC Macro 120mm-II
The HC Macro 120-II lens is also a very versatile lens, combining excellent macro capture capabilities (a minimum object-to-image plane distance of 0.39 m and a maximum image scale of 1:1) along with its slightly longer focal length making it ideal for product and portrait photography (35mm equivalent focal length of 73.5mm). Thanks to its updated optical design, the lens offers a number of improve- ments including higher resolution and better close range performance. Importantly – especially for macro work – the new lens offers improved color correction, with cleaner unsharp areas that are free from color cast. The front focusing lens utilizes 9 element in 9 groups, with an aperture range of f/4-f/45 that, when closed down, provides excellent depth-of-field.
In addition to the introduction of the two new lenses, Hasselblad will soon issue a free firmware update for the H4D system cameras in response to customer feedback and requests.
New H4D functionality extensions

Electronic spirit level: With this new feature, a 3-dimensional virtual level is displayed on the rear LCD providing users with a guide to easily align the camera in both horizontal (landscape) and vertical (portrait) positions using two different graphical interfaces that automatically change according to the camera’s orientation. Direct feed-back on the levelling is also present in the viewfinder. This is all accomplished via H4D’s precision yaw rate sensors using either the factory-calibrated mode or a user-calibrated setting. HTS 1.5 tilt-and-shift converter users will get a straightforward and accurate starting point for composing for tilt photography.
Preview in tethered mode: When shooting in tethered mode, users can select to have the preview displayed on the camera’s rear panel LCD for remote viewing directly on the camera.
Information display: With a simple press of a button, relevant camera information will be displayed on the rear LCD. A new graphical interface gives priority to settings such as aperture, shutter speed, ISO, and the number of remaining frames with other data available as well.
GIL support for H4D-60: The firmware update adds full support for the Hasselblad Global Image Positioning GPS device to the H4D-60. With this new functionality, the GIL is now supported on all H2D/H3D/H4D cameras.
The firmware update, to be released by the end of this year, can be downloaded free of charge from: www.hasselblad.com.
HC 50mm-IIHC macro 120mm-II
Hasselblad Introduces New Digital Back for V-System Cameras

V-System users now have an additional option for turning their cameras into a powerful digital capture device with the new 50 megapixel CFV-50.
Transitioning from film to digital imaging is easy for V-System users thanks to the introduction of the CFV-50 – a 50 megapixel back with a sensor that is twice the size of the best 35mm full-frame DSLRs on the market today. The CFV-50 marks the third digital solution for the V-System community, building upon the successful releases of the CFV-16 and the CFV-39.
In order to ensure an almost seamless conversion to digital, the CFV-50 was custom built to match the design and functionality of the V-cameras. Compatible with virtually all existing V-cameras, including the 202FA/203FE/205FCC models, the CFV-50 offers cable-free operation and optimized integration between back, body and lens.
While easy to use, the CFV-50 offers a number of advanced features including Hasselblad’s DAC lens correction technology for most of the V-System Carl Zeiss lenses. DAC completely corrects for distortion, lateral chromatic aberration and vignetting in exactly the same way as it does for the H-System lenses. Additionally, the CFV-50 takes advantage of the Hasselblad Natural Color Solution, which uses one generic profile and, therefore, delivers accurate colors straight out of the box. The digital back offers flexibility as well, with square and horizontal format options.
Optimum portability and image storage are critical for the professional photographer. The Hasselblad CFV-50 offers a choice of CF card storage or tethered operation. With these operating and storage options, the photographer is able to select a mode that suits the nature of the work at hand, whether in the studio or on location.
The CFV-50 is available for 11,990 Euro (+tax). For more information and the opportunity to see the back in action, please visit the Hasselblad booth in Hall 2.1, Aisle A, Booth 021.
CFV-50 Digital BackCFV-50 on 202FA
Hasselblad Labs Release Information on 200 Megapixel Capture Device

Hasselblad has been exploring next steps in creating ultra-high resolution capture. Based upon new developments of its multi-shot technology Hasselblad labs are releasing test results from a new 200 megapixel capture device.

The 200 megapixel device is based upon a 50 megapixel sensor mounted onto the Hasselblad patented symmetrical multi-shot frame, which can accurately position the sensor with a sub-micron accuracy using piezo-electrical actuators.
Capturing 6 shots with the sensor positioned accurately at a sequence of quadrants of the basic 6-micron pixel, color information from the Bayer-patterned pixels is used to create a 200 megapixel capture. The color information is composed such that it supersedes the information from a single-shot captured with a potential 200 megapixel single-shot sensor.
Over the past years Hasselblad labs have refined the tolerances of the basic sensor frame calibration to achieve the above results, and on top of the physics new color algorithms and filtering techniques have been applied to achieve the 200 megapixel image. The complete capture device is now in final testing for stability and color accuracy to fit into Hasselblad’s unique generic one-profile color rendering.
Multi-shot cameras are used by studio photographers to generate images with ultra high resolu- tion, and exact color information. Key customer segments include the world’s most famous museums and studios where cars, jewelry, and costly products are shot with an image quality leaving no room for compromise. Apart from its multi-shot, the Hasselblad H4D-50MS has normal single-shot mode included as well.
Upon successful testing, Hasselblad plans to release the new ultra-resolution capture mode for H4D-50MS cameras by early 2011. All current H4D-50MS cameras will be offered this new capture mode at the factory, by using our new calibration and firmware upgrade, at a fee to be announced in due course.
To view and compare the resolution and quality or our new 200 megapixel capture, please come and see us at our booth during photokina, at hall 2.1 stand A-021.
Hasselblad announces new Phocus updates and exciting new Phocus standalone options

With the introduction of Phocus version 2.6, Phocus Quick and Phocus Mobile, Hasselblad expands its powerful but easy-to-use software and offers applications to meet the various needs of photographers.

Software is critical to every workflow and, therefore, Hasselblad has developed new tools and applications to provide users with more easy and efficient workflow solutions. Hasselblad also rea- lizes that the working conditions – and needs – of photographers fluctuate. Having a trio of Phocus products, each catering to a different need, offers photographers the flexibility of choice.
Phocus 2.6

The first of these is an update to its powerful, but easy-to-use, Phocus software. Version 2.6 offers improvements that expand the application’s capabilities and speed workflow. Available in the fourth quarter of 2010 for Mac and Windows platforms, Phocus 2.6 now offers the following features:
Dust Removal Tool: The Dust Removal tool is designed to quickly remove pesky dust spots caused by dust particles on the sensor. This new tool can be utilized to clean up images individually or in combination with the Modify tool for batch processing, thereby saving time when retouching images.
Star Rating and Filtering: Rating of images was previously only available via the IPTC core menu as numbers or via the camera integrated 3-color Instant Approval Level system. Now, in addition to the numerical and color-coded rating system, Phocus 2.6 allows users to rate, sort and filter images via star ratings from 0-5 stars. The star rating system can be used in any view mode including Thumbnail mode, Viewer mode or when a group of images is selected. Once images are rated, they can be quickly sorted by star rating with the corresponding filter in the thumbnail bar.
Import/Export of Image Adjustments: If you, like most photographers, have specific sets of image adjustments that you use over and over again, you can share those adjustments with other members of your team or, better yet, take them with you so you have them whether you’re on location or using rented equipment. With this thephotographer is also able to use his or her personal adjustments, keywords, layouts, etc. between different other Phocus workstations. This feature also keeps the latest version of Phocus in alignment with the MyPhocus concept that has previously brought options for importing and exporting keywords as well as user layouts to its many users.
Windows support of TIFF and JPEG files: Like the Mac version, the Windows version of Phocus 2.6 now supports TIFF and JPEG files. With this additional file support, Phocus can take on a broader role in photographers’ workflows.
Windows Support of 3rd Party RAW Files: In response to customer demands and to bring the Windows version of Phocus in line with the Mac version, Hasselblad is currently developing a solution for 3rd party RAW file support for Windows users.
Phocus 2.6 will be demonstrated at the Hasselblad booth during Photokina and will be available for free download from www.hasselblad.com during the fourth quarter of 2010.
Phocus Quick:

If you’re looking for an easy way to go from capture to final print, Phocus Quick may be the solution for you. Using the core strengths of its full version of Phocus, Hasselblad has developed a semi-automated import and image processing application that converts and brings your files into your preferred image applications by the click of a button.
Prior to the actual import, you can choose to have low resolutions generated and/or to have your RAW files imported and saved as back-ups for possible future use. Phocus Quick will automatically apply basic image adjustments, e.g., lens correction, upon import.
Phocus Quick will be available free of charge for Mac and Windows users in Q4, 2010 at www.hasselblad.com. You can see a demo of the Windows version at the Hasselblad booth.
Phocus Mobile:

In keeping with the latest technology, Hasselblad has developed a mobile version of Phocus. Available for the iPhone, iPad and iPod Touch, Phocus Mobile offers the option of connecting wirelessly to a computer running Phocus 2.6 and allow users to remotely browse, zoom and rate images – perfect for working with clients in the studio since each person can view images on an electronic device rather than gathering around a single computer.
Phocus Mobile also allows users to remotely operate and trigger a tethered camera, providing control of exposure mode, f/stop, shutter speed, ISO, metering mode and other important capture information, all presented on a virtual camera display. Remote controlling the camera is particularly useful when the camera is located in a difficult-to-access position.
Phocus Mobile is expected to be available for free download at the Apple App store in the fourth quarter of 2010. Meanwhile, visit the Hasselblad booth for a live demonstration.
With these multiple iterations of Phocus, Hasselblad now has a software application to truly meet the various needs of photographers.
Phocus PhamilyPhocus 2.6 Dust Removal Tool
Phocus QuickPhocus Mobile - iPad Horizontal