Hasselblad Announced Pricing Of The H4D Ferrari Limited Edition Camera

First announced at photokina, and received with great enthusiasm from Hasselblad and Ferrari fans, the exclusive H4D Ferrari Edition camera is now available to purchase for 21,499 Euros (+tax). 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 exclusively 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.

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 absorbing passion, Ferrari and Hasselblad partner in the launch of this new generation of H4D cameras

For Ferrari enthusiasts striving to produce images at top speed, the 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".

For more info, visit HASSELBLAD.

Hasselblad Unveiled H4D-40 Stainless Steel

In response to photographer requests after seeing the solid steel body around which all H4Ds are built at photokina, Hasselblad is now producing a limited run of 100 H4D-40 Stainless Steel cameras.

Revealing the solid stainless steel body that's at the core of all H4D-40's generated excitement among photographers not only because it demonstrated the camera's core strength but also because of its unique look and appealing aesthetic. Now, for a limited time, photographers who want their camera to look as striking as their pictures, can purchase the H4D-40 Stainless Steel for 13,990 Euros (body only +tax) or 14,990 Euros (with HC 2.8/80mm lens +tax).

The award-winning H4D-40 features Hasselblad's groundbreaking True Focus and Absolute Position Lock technology as well as the latest in extended functionality, including an electronic spirit level, previews in tethered mode, and a new graphical information display. With these advanced features, Hasselblad continues to develop the ultimate camera system for discerning photographers.

For more info, visit HASSELBLAD.

Hasselblad releases H4D-40 medium format camera

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.

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 Press Release Copenhagen, February 2nd 2010 Hasselblad brings Medium Format DSLR advantages to new generation of photographers with new H4D-40 camera. FOR IMMEDIATE RELEASE page 2/3 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 page 3/3 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.

Hasselblad releases H4D-60 & H4D-50 medium format cameras

With the release of the new H4D-60, the first H4D camera and most recent addition to the Hasselblad H System, Hasselblad marks the beginning of a new chapter in the history of medium format DSLRs. The H4D-60 will feature True Focus with APL (Absolute Position Lock), making auto-focus substantially easier and more accurate for photography professionals.

As part of the celebration honoring the first manned lunar landing and the first lunar photography, camera manufacturer Hasselblad is announcing another first, the launch of the H4D camera series. The first model in the new series is the H4D-60, featuring a 60 Megapixel medium format sensor.

“We are thrilled to be able to announce the introduction of the H4D,” says Christian Poulsen, CEO of Hasselblad. “This step represents the natural evolution of our H System and of our photographic strategy in general. As part of our efforts to inspire 35mm photographers to step up to the quality found in high-end DSLRs, the H4D series is built upon the successful H3D platform and features our revolutionary True Focus technology. The H4D also comes bundled with our new Phocus 2.0 imaging software.”

True Focus and Absolute Position Lock

“True Focus helps solve one of the most lingering challenges that faces serious photographers today,” he continues, “true, accurate focusing throughout the image field. 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 especially, 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. Such multi-point AF solutions are often tedious and inflexible to work with, however, and do not really solve the problem, claims Poulsen.

“Photographers have grown accustomed to using auto-focus systems in their day to day work and we see increasingly higher numbers of focus points advertised in each new wave of AF products. The term ‘multi-point auto-focus’ is a bit misleading, however, for cameras with sensors larger than APS,” claims Poulsen. “Due to the physics of an SLR-camera, the off-center focus points that are offered are all clustered relatively close to the center of the image. To set focus outside of this center area, the photographer is still forced to focus first, and then shift the camera to reframe, with the resulting loss of focus as a result.

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.

“This technology takes AF to an entirely new level, correcting for the vertical and horizontal focus-shift that results from the rotation of the camera around an axis close to camera,” says Poulsen, “In simple terms, True Focus allows the photographer to concentrate on their composition, to focus on their creativity, while True Focus takes care of the other, more mechanical focus.”

True Focus on the H4D can be set to work at a half press of the camera release button, or via any user button programmed to AF-drive when the camera is in manual focus mode. This, the first release of True Focus, only corrects the horizontal and vertical positioning of the camera, and does not correct for any focus-shift which results from larger lateral movements of the camera during recomposing. 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.

Faster Software, Shorter Learning Curve

The new user interface in Phocus 2.0 drastically reduces the learning curve for high-end imaging. The average photographer will be up to speed in less than 15 minutes, claims Hasselblad CEO Christian Poulsen. Functionality has not been lowered, however, with Phocus 2.0 matching or bettering the speed, functions, and usability found in Lightroom, Aperture, and Capture One.

“We’ve increased speed, increased functionality, and dramatically increased the speed at which photographers can learn to use this advanced software,” says Poulsen. “In less than 5 minutes an amateur photographer can learn to work with our images. In less than 10 minutes, learn how to setup for production of high-res files for Photoshop. In less than 20 minutes learn how to shoot tethered as a professional studio photographer. The new version of Phocus is just another step in our efforts to make complex functionality simple to use, allowing photographers to focus on their shooting.”

This philosophy lies behind a range of the features found in the H4D, including Hasselblad Natural Color Solution (HNCS), which achieves consistent color reproduction using a single color profile, and digital lens correction (DAC) which perfects each image captured through the HC/HCD lenses, by removing any trace of distortion, vignetting or chromatic aberrations. It was also the key motivation for what will surely be the most attractive feature in the new H4D, Hasselblad True Focus, explains Poulsen.

The Hasselblad H4D-60 will be available for delivery in January 2010 at a price of 28,995 €.

The Hasselblad H4D-50 will replace the H3DII-50. Delivery of the H4D-50 will begin in Q1, 2010 at a price of 19,995 €. H3DII-50 cameras purchased between now and Q1, 2010 will be upgraded to the H4D-50 free of charge. A program is also being announced for owners of H3D-31 and H3D-39 cameras to step up onto the H4D platform.

Calumet Hasselblad week

Calumet Photographic has teamed up with Hasselblad in staging a weeklong Hasselblad extravaganza, involving demonstrations and Q&A sessions, as well as the chance to test drive a Hasselblad medium-format digital camera.

Says Ben Boswell, Hasselblad Marketing Manager; “This will be a perfect opportunity for photographers nationwide to see just how easy it is to use our H3D-II integrated cameras.

“People expect medium format digital to be hugely expensive but Hasselblad's H3D-II integrated cameras start at under £10,000. We believe that photographers visiting Calumet during this 'Hasselblad Week' will be pleasantly surprised at what they learn.”

The Hasselblad sessions are free of charge and run from 9am to 5pm from Monday 30th March to Saturday 4th April and photographers wishing to attend are requested to register by email at registration@calumetphoto.co.uk

For further information on where the sessions will be taking place, head on over to the Calumet website.

Hasselblad H3DII-50 & H3DII-60

At photokina 2008, Hasselblad is introducing a new pricing strategy and exhibiting a range of new high-end products, including a new flagship camera, the H3DII-50, a versatile zoom lens in the HCD 4.0-5.6/35-90mm, and the HTS 1.5 Tilt and Shift adapter.

Two new Hasselblad cameras put the world’s largest sensors into the hands of the pros
Hasselblad’s new H3DII-50 is the first camera on the market to feature Kodak’s 50 megapixel sensor, measuring 36×48mm and twice the physical size of the largest 35mm DSLR sensors. The H3DII-50 provides full 48mm coverage and has been designed to provide an ideal solution for commercial shooters, who demand the highest image resolution, and for any photographer who demands both creative flexibility and ultimate image quality.

Christian Poulsen, CEO of Hasselblad, says, “The H3DII-50 features the largest sensor currently available in the 48 mm segment and takes its place as the flagship of our H3DII line. Nevertheless, to show that we’re not going to rest on our laurels, we’re also announcing the forthcoming H3DII-60, an even higher end camera that we’ll launch in 2009. The H3DII-60 will feature a 60 megapixel sensor that provides 94% full-frame, 645 coverage. We feel that it’s important to emphasize the 94% coverage, because, although we hear the phrase 'full-frame' being used quite frequently, no manufacturer has yet achieved true medium format full-frame.”

Hasselblad HC/HCD lens line expands its leading market position
Hasselblad is also launching a new versatile zoom lens, the HCD 4.0-5.6/35-90mm, to join its expanding HC/HCD lens line. The HC/HCD lenses equal or outperform even the legendary Hasselblad/Zeiss lenses, including the iconic CF 3.5/100mm and CF 5.6/250mm SA, considered by most experts to be the finest lenses ever made for professional photographers.

“As part of our constant efforts to produce the world’s best lenses, our engineers have combined our advanced optical design models and the H System’s unique ability to digitally compensate for any aberrations with a new aspheric lens element design. The result is what we think will prove to be the highest performing zoom lens on the market today,” says Poulsen.

New HTS 1.5 Tilt and Shift Adapter brings new control and creative possibilities
A revolutionary new tilt and shift adapter, the Hasselblad HTS 1.5, is also joining the Hasselblad line-up. The HTS 1.5 allows photographers to use tilt and shift functionality with most of their existing or new HC/HCD lenses. “The result,” says Poulsen, “is the ability to be more creative and flexible with your photography and a level of image quality that is unmatched by any other product currently available. The addition of digital sensors that read and record all movements and Hasselblad’s proprietary digital lens correction mean that we can offer photographers both a unique level of quality and maximum ease of use.”

Revitalizing the medium format industry
Following the launch of the H3D camera line at the last photokina, Hasselblad has continued to drive the medium format industry towards a more integrated and complete camera solution.

“We’re very pleased with all the new products,” says Poulsen, “and with the general direction the photographic industry is taking. Four years ago, we paved the way for the medium format industry’s move towards truly integrated DSLRs. At the time, we were criticized for this move and even accused of killing off the medium format segment. We knew, however, that this move was key not only to the further advancement of high-end image quality, but also to the survival of the medium format industry itself.”

Poulsen sees the developments of the last four years as proof that Hasselblad’s strategy has been a sound one: “Now, four years down the road, all our competitors have followed our lead. Every one of them is hurrying to launch their own integrated solutions, which, for us, is a clear indication of a revitalized and evolving medium format segment. Hasselblad will continue to lead this segment, just as we’ll continue to drive the future development of high-end photography, as I’m confident our offering at this year’s photokina will show. We’ve been very busy over the past four years, developing new technologies and new products, further refining our existing product range, and addressing some of the issues that have kept a number of photographers from adopting the Hasselblad system.”

Hasselblad launches a new price model for all digital products
“Hasselblad’s success with our classic film based cameras was partly due to pricing true professional products at a level that was high, but still affordable, for both serious pros and enthusiasts,” explains Poulsen. “In these early days of large sensor DSLRs, our initial high pricing has been one of the main barriers to entry, keeping many high-end 35mm photographers from making the leap to the superior quality of a Hasselblad system.”

Therefore, in addition to the range of new products, Hasselblad is also announcing a significant price reduction for all of its camera products, enabled by the increased production volume of Hasselblad’s fifth generation DSLR series, combined with streamlined manufacturing costs and production synergies, and by following a long-established business model taken from the 35mm camera market.

“Two years ago at photokina, Hasselblad launched the H3D,” explains Poulsen, “bringing the advantages of 35mm system integration to the medium format segment. Now we are doing the same with regards to lower pricing. Most new high-tech products begin with a high price point and then, over time, increased volume and improved production techniques allow price reductions and more accessible products. Consumers are seeing this everywhere in technology, from flat panel televisions to 35mm digital cameras. Now this is happening in our industry too, although we are at a more mature, technical level than two years ago, which allows both increased system integration and a different pricing approach.”

Until now, Poulsen states, there has been no serious medium format entry-level product at an affordable price. The new, lower price for the Hasselblad H3DII-31, along with the new products, will provide such an entry point, he claims: “In the H3DII-31, 35mm users finally have access to a serious, high-end system. The H3DII-31, combined with the complete line of HC lenses, the new, versatile HCD 35-90mm zoom lens, the HCD 28mm lens and our new HTS 1.5 tilt and shift adapter, provides a complete high-end package that can cover the needs of any serious photographer as well as providing access to all the advanced features and benefits of the H3DII system. Naturally, we’re very pleased to be able to lower the entry point to our system and to be able to bring Hasselblad quality to a wider range of photographers."

The new pricing strategy will also entail other changes in Hasselblad’s business model, so that most of the upgrade and trade-up programs of the past will become unnecessary.

“Our new pricing will mean that photographers can actually purchase a new camera for more or less the same amount that they would have previously spent on an upgrade,” Poulsen comments. “This has two primary effects: it removes the need for complex trade-up programs and it enables photographers to keep their previous camera as a back-up when upgrading to a newer model - a common practice among 35mm users.”

The H3DII-39 (including HC 80mm lens) has a new price of £12,225 (H3DII-39 Multi Shot excluding lens, £16,225) and the H3DII-31 (including HC 80mm lens) a new price of £9,750. All three cameras are available for immediate delivery. Priced at £14,750, the H3DII-50 (excluding lens) is also available for immediate delivery and the H3DII-60, which will be priced at £18,750 (excluding lens), will be available in April 2009.

“It’s long been understood,” concludes Poulsen, “that for most discerning photographers the only reason not to have a Hasselblad was that you couldn’t afford one. But now, with our new pricing, we’re bringing the Hasselblad world a little more within reach, enabling a whole new generation of photographers to use our products.”

For more information please visit the hasselblad website.