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	<title type="text">David Imel | The Verge</title>
	<subtitle type="text">The Verge is about technology and how it makes us feel. Founded in 2011, we offer our audience everything from breaking news to reviews to award-winning features and investigations, on our site, in video, and in podcasts.</subtitle>

	<updated>2025-12-01T22:59:57+00:00</updated>

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		<entry>
			
			<author>
				<name>David Imel</name>
			</author>
			
			<title type="html"><![CDATA[The Nikon ZR gets surprisingly close to a real RED camera (for a lot less money)]]></title>
			<link rel="alternate" type="text/html" href="https://www.theverge.com/gadgets/829930/nikon-zr-review-red-r3d-video-files" />
			<id>https://www.theverge.com/?p=829930</id>
			<updated>2025-12-01T17:59:57-05:00</updated>
			<published>2025-12-02T08:30:00-05:00</published>
			<category scheme="https://www.theverge.com" term="Camera Reviews" /><category scheme="https://www.theverge.com" term="Cameras" /><category scheme="https://www.theverge.com" term="Gadgets" /><category scheme="https://www.theverge.com" term="Reviews" /><category scheme="https://www.theverge.com" term="Tech" />
							<summary type="html"><![CDATA[If you shoot video professionally, there’s a good chance you’ve salivated over a RED camera at some point. RED has long been one of the top choices for big-budget productions, offering a combination of image quality and flexibility that’s unrivaled by most consumer cameras. They’re also wildly expensive, topping out at around $45,000 on the [&#8230;]]]></summary>
			
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<figure>

<img alt="" data-caption="The Nikon ZR with its touchscreen flipped out." data-portal-copyright="" data-has-syndication-rights="1" src="https://platform.theverge.com/wp-content/uploads/sites/2/2025/11/Nikon-ZR-Review-David-Imel-x-Verge-12.jpg?quality=90&#038;strip=all&#038;crop=0,0,100,100" />
	<figcaption>
	The Nikon ZR with its touchscreen flipped out.	</figcaption>
</figure>
<p class="has-text-align-none">If you shoot video professionally, there’s a good chance you’ve salivated over a RED camera at some point. RED has long been one of the top choices for big-budget productions, offering a combination of image quality and flexibility that’s unrivaled by most consumer cameras. They’re also wildly expensive, topping out at around $45,000 on the high-end, putting them far out of reach for most everyday projects. But now, Nikon is promising to take the most unique part of RED —&nbsp;the file format that powers its incredible imagery —&nbsp;and offer it at a fraction of the price.</p>

<p class="has-text-align-none">The $2,200 Nikon ZR is full of features tailored to video shooters. It has a big and bright touchscreen, the ability to record audio with an unmatched level of dynamic range, and enough sensor-level image stabilization to skip a gimbal for a lot of tasks. But its most notable feature is its ability to shoot a version of RED’s R3D file format.<strong> </strong>It’s a cut-down variant called R3D NE that’s specifically designed for use on Nikon cameras. It’s not as powerful, compressing some data that a dedicated RED doesn&#8217;t. But for people willing to deal with the limitations,<strong> </strong>access to RED’s color pipeline and distinct highlight rolloff is wildly compelling.</p>

<p class="has-text-align-none">This is the first camera Nikon has made with RED since acquiring the company in 2024, and if the two brands were hoping to turn some heads, I’d say they delivered. The question now is: just how close does it get to a real RED?</p>
<div class="product-block"><h3>Nikon ZR</h3>
<figure class="product-image"><img width="300" height="169" src="https://platform.theverge.com/wp-content/uploads/sites/2/2025/11/Nikon-ZR-Review-David-Imel-x-Verge-2-2.jpg?w=300" class="attachment-medium size-medium" alt="" /></figure>
<div class="product-scores"><h4>Score: 8</h4><table class="product-pros-cons"><thead><tr><th>Pros</th><th>Cons</th></tr></thead><tbody><tr><td><ul><li>Access to R3D file format</li><li>Internal 32-bit audio</li><li>Highly adaptable Z-mount</li><li>Big, bright 4-inch touchscreen</li><li>Fast boot-up and shut down</li></ul></td><td><ul><li>Micro HDMI</li><li>Tripod thread too close to battery/media door</li><li>Hard to swivel touchscreen with any cables connected</li><li>Joystick is small and a bit mushy</li><li>Single CF Express slot</li></ul></td></tr></tbody></table></div>
<h3>Where to Buy:</h3><ul><li><a href="https://www.bestbuy.com/product/nikon-zr-full-frame-mirrorless-cinema-camera-body-for-z-mount-lenses-black/J7CVR96GCQ/sku/6645730?extStoreId=950&#038;loc=18589537646&#038;gad_campaignid=18586853932&#038;gbraid=0AAAAAD-ORIhouAUPLlmQpLOGgOfMN5IHS"> $2199.95 at <strong>Best Buy</strong></a></li><li><a href="https://www.bhphotovideo.com/c/product/1919505-REG/nikon_zr_cinema_camera.html/?ap=y&#038;ap=y&#038;smp=y&#038;smp=y&#038;store=420&#038;lsft=BI:514&#038;gad_campaignid=2085310775&#038;gbraid=0AAAAAD7yMh2ugjqU8VODkFUHZWC992_Pu"> $2196.95 at <strong>B&amp;H</strong></a></li><li><a href="https://www.nikonusa.com/p/zr/2006"> $2199.95 at <strong>Nikon</strong></a></li></ul></div>
<h2 class="wp-block-heading">A little less R3D, a lot less money</h2>

<p class="has-text-align-none">R3D is a video format called compressed RAW, which stores almost everything the sensor collects as metadata while still maintaining a manageable file size. This means settings like white balance, ISO, gamma, and color space can be changed in post with effectively no loss in quality. This is both useful for making strong creative decisions after you shoot, or for saving your footage when conditions aren’t ideal. I have strong memories of filming smartphone hands-on videos in terrible lighting conditions many years ago, just to see my (now) <em>Waveform Podcast</em> cohost Marques Brownlee publish a perfectly corrected version of the same scene after shooting on a RED camera. Put simply, R3D is a cheat code.</p>

<p class="has-text-align-none">The R3D NE format that the Nikon ZR supports is unfortunately not the same R3D that dedicated RED cameras use, but a modified 12-bit variant (down from the more detailed 16-bit version on RED’s higher-end cameras) built around Nikon’s sensor and processor architecture. This is because the ZR uses the same 24.5 megapixel partially stacked sensor as the Nikon Z6III, not RED’s own sensor and specialized chip for compression acceleration. In practice, this means R3D NE is more similar to Nikon’s N-RAW file format from a compression standpoint, and it is definitely more taxing on my computer than RED’s traditional R3D files. At 6k 24p, the ZR’s R3D NE files can spin up my fans while editing, while R3D files I shot on a RED V-Raptor at 8k 24p cut like butter.</p>
<img src="https://platform.theverge.com/wp-content/uploads/sites/2/2025/11/Straight-Out-of-Camera-IPP2-LUT-Low-Contrast-Very-Soft-Size.jpg?quality=90&#038;strip=all&#038;crop=0,0,100,100" alt="" title="" data-has-syndication-rights="1" data-caption="&lt;em&gt;Image quality from the Nikon ZR at 800 ISO.&lt;/em&gt;" data-portal-copyright="" />
<p class="has-text-align-none">That said, the R3D NE files from the Nikon ZR look extremely similar to the R3D files from the RED V-Raptor. R3D NE still uses the iconic color pipeline, IPP2, that’s been on RED’s own cameras since 2017, offering extremely smooth highlight rolloff, great color, and an almost film-like tonal response. Compared to standard R3D files, the ZR’s R3D NE files look almost identical, save for a slight green cast, most likely caused by the different color response from Nikon’s Expeed sensor.</p>

<p class="has-text-align-none">One major difference between the two cameras is how they handle ISO and noise. On a RED, ISO is simply metadata that tells the program how many stops brighter or darker to display the image, but doesn’t actually bake in analog amplification at the time of capture. This means as long as you protect the highlights while shooting, you can change the ISO in post with minimal changes to noise or dynamic range.</p>

<div class="c-image-compare alignnone wp-block-vox-media-image-compare">
	<div class="c-image-compare__images">
		
<img src="https://platform.theverge.com/wp-content/uploads/sites/2/2025/11/Nikon-ZR-2500-ISO.jpg?quality=90&#038;strip=all&#038;crop=12.5,0,75,100" alt="" title="" data-has-syndication-rights="1" data-caption="" data-portal-copyright="" />

<img src="https://platform.theverge.com/wp-content/uploads/sites/2/2025/11/RED-V-Raptor-2500-ISO.jpg?quality=90&#038;strip=all&#038;crop=12.5,0,75,100" alt="" title="" data-has-syndication-rights="1" data-caption="" data-portal-copyright="" />
	</div>
	<div class="c-image-compare__caption">
		The Nikon ZR (left) vs. the RED V-Raptor (right) at 2500 ISO. The ZR shows more noise in the shadows.	</div>
</div>

<p class="has-text-align-none">On the ZR, changing the ISO directly changes noise and clipping, because R3D NE bakes in sensor gain before compression. This means changing the ISO in post on the ZR will quickly show more and more noise. Nikon tries to get around this by forcing you to shoot at one of its two native ISOs — either 800 or 6400 when recording R3D NE. This results in a clean image, but it gets noisy if you need to make serious exposure adjustments in post. The image looks great if you control your exposure with an ND filter or your aperture, but you definitely have less exposure control than you would with a dedicated RED.</p>

<p class="has-text-align-none">Even with the limitations, it’s fantastic just how much of RED’s power Nikon has brought down to this far cheaper camera. If you’ve always wanted access to RED’s color science and image characteristics, the ZR will get you most of the way there. The limits really come down to your ability to expose your scene correctly while shooting. You’ll still have the ability to radically adjust things like white balance and color space after the fact. Still, if you mess up exposure, you’ll have more trouble easily saving your image than you would with a dedicated RED.</p>

<h2 class="wp-block-heading">The opposite of RED hardware</h2>

<p class="has-text-align-none">Another big reason people want RED cameras is their modularity. RED’s cameras start with just the “brain,” a big box with an image sensor, processor, and a whole lot of inputs that you can plug things into. The cameras are so stripped back, and so designed around modularity, that they need a variety of additional accessories like a monitor and handle just to be usable.</p>

<p class="has-text-align-none">On this metric, Nikon has gone in the total opposite direction. The ZR is practically the opposite of a RED camera — something that has so many features built in that you can shoot high-quality footage with nearly zero add-ons.</p>

<figure class="wp-block-gallery has-nested-images columns-2 is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex"><img src="https://platform.theverge.com/wp-content/uploads/sites/2/2025/11/Nikon-ZR-Review-David-Imel-x-Verge-5.jpg?quality=90&#038;strip=all&#038;crop=7.8125,0,84.375,100" alt="" title="" data-has-syndication-rights="1" data-caption="" data-portal-copyright="" />

<img src="https://platform.theverge.com/wp-content/uploads/sites/2/2025/11/Nikon-ZR-Review-David-Imel-x-Verge-6.jpg?quality=90&#038;strip=all&#038;crop=7.8125,0,84.375,100" alt="" title="" data-has-syndication-rights="1" data-caption="" data-portal-copyright="" />

<img src="https://platform.theverge.com/wp-content/uploads/sites/2/2025/11/Nikon-ZR-Review-David-Imel-x-Verge-8.jpg?quality=90&#038;strip=all&#038;crop=7.8125,0,84.375,100" alt="" title="" data-has-syndication-rights="1" data-caption="" data-portal-copyright="" />

<img src="https://platform.theverge.com/wp-content/uploads/sites/2/2025/11/Nikon-ZR-Review-David-Imel-x-Verge-2-12.jpg?quality=90&#038;strip=all&#038;crop=7.8096754755961,0,84.380649048808,100" alt="" title="" data-has-syndication-rights="1" data-caption="" data-portal-copyright="" /></figure>

<p class="has-text-align-none">The first example of this is the ZR’s 1,000-nit, 4-inch fully articulating touchscreen, which practically removes the need for an additional monitor. The touchscreen articulates 180-degrees and looks great outside, though if you have something plugged into the mic jack you’ll have trouble articulating it all the way around. Unfortunately, the ZR doesn’t offer RED’s famous “Traffic Light” and “Goal Post” onscreen exposure tools, which are helpful for making sure you don’t clip your image — something even more important on the ZR than a traditional RED — but it’s super sharp at 3.07 million dots and supports DCI-P3 color for a more accurate representation of what you’re capturing.</p>

<p class="has-text-align-none">Another one of the ZR’s impressive integrated features is support for recording 32-bit FLOAT audio from the internal microphone, digital hotshoe, or mic jack. The ZR is the first camera to do this, and honestly, this is a huge deal. 32-bit audio is very difficult to clip, allowing you to capture a wide variance of loudness without your audio being ruined. Traditional shooting setups require a separate audio recorder to record 32-bit FLOAT, and the ability to record it internally can reduce the size of your kit even further.</p>

<figure class="wp-block-gallery has-nested-images columns-2 is-cropped wp-block-gallery-2 is-layout-flex wp-block-gallery-is-layout-flex"><img src="https://platform.theverge.com/wp-content/uploads/sites/2/2025/11/Nikon-ZR-Review-David-Imel-x-Verge-2-10.jpg?quality=90&#038;strip=all&#038;crop=7.8157574704656,0,84.368485059069,100" alt="" title="" data-has-syndication-rights="1" data-caption="" data-portal-copyright="" />

<img src="https://platform.theverge.com/wp-content/uploads/sites/2/2025/11/Nikon-ZR-Review-David-Imel-x-Verge-2-5.jpg?quality=90&#038;strip=all&#038;crop=7.816505921133,0,84.366988157734,100" alt="" title="" data-has-syndication-rights="1" data-caption="" data-portal-copyright="" /></figure>

<p class="has-text-align-none">This all exists inside a body that&#8217;s very compact and light, at just 1.4 pounds. Nikon achieved such a slim and light profile by using a fanless design, which is unusual for such a capable video-focused camera. It also manages to include 7.5 stops of in-body image stabilization, which is something you won’t get in any of RED’s own cameras.</p>

<p class="has-text-align-none">The ZR is not without its faults, of course. The tripod thread is too close to the battery/media storage door, making it difficult to swap batteries or storage while on a tripod. The camera uses Micro HDMI instead of full-size, and a single CF Express Type-B slot and micro SD slot make backup recording nearly impossible if you’re shooting at high quality. I also found the joystick to be a bit small and mushy, and there’s a frustrating 125-minute cap on recordings that limits the camera’s use in long interviews.</p>

<p class="has-text-align-none">Still, at the end of the day, the Nikon ZR is pretty much what Nikon promised: a $2,200 ticket to shooting RED-like files. It’s an incredible value for prosumer video shooters. Nikon has been outpaced in the video space for about a decade now. The ZR is the kind of camera a company makes when it’s looking for a comeback.</p>

<p class="has-text-align-none"><em>Photography by David Imel</em></p>
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			<entry>
			
			<author>
				<name>David Imel</name>
			</author>
			
			<title type="html"><![CDATA[Nikon&#8217;s first RED co-brand is the Nikon ZR]]></title>
			<link rel="alternate" type="text/html" href="https://www.theverge.com/cameras/775373/nikons-first-red-co-brand-is-the-nikon-zr" />
			<id>https://www.theverge.com/?p=775373</id>
			<updated>2025-09-10T02:12:53-04:00</updated>
			<published>2025-09-10T02:01:57-04:00</published>
			<category scheme="https://www.theverge.com" term="Cameras" /><category scheme="https://www.theverge.com" term="Gadgets" />
							<summary type="html"><![CDATA[Nikon has just unveiled the ZR, its first official co-brand with RED, the cinema camera company it purchased in April of last year. The ZR takes what Nikon has already been doing well, with its heavily adaptable Z-mount, internal RAW video recording and popular color science and turns it up to 11 for video shooters. [&#8230;]]]></summary>
			
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<img alt="" data-caption="" data-portal-copyright="" data-has-syndication-rights="1" src="https://platform.theverge.com/wp-content/uploads/sites/2/2025/09/Nikon-ZR-David-Imel-for-Verge.jpg?quality=90&#038;strip=all&#038;crop=0,0,100,100" />
	<figcaption>
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</figure>
<p class="has-text-align-none">Nikon has just unveiled the ZR, its first official co-brand with RED, the cinema camera company it purchased in April of last year.</p>

<p class="has-text-align-none">The ZR takes what Nikon has already been doing well, with its heavily adaptable Z-mount, internal RAW video recording and popular color science and turns it up to 11 for video shooters. That’s headlined by its ability to shoot RED R3D NE files. These files allow you to change settings like ISO and white balance can be changed in post, giving you way more flexibility after shooting. It was a big reason people purchased RED cameras in the past, and it’ll makes it much easier to color match these cameras to existing RED footage.</p>
<div class="youtube-embed"><iframe title="The New Nikon ZR: Born Cinematic" src="https://www.youtube.com/embed/hJUL2a8lt8A?rel=0" allowfullscreen allow="accelerometer *; clipboard-write *; encrypted-media *; gyroscope *; picture-in-picture *; web-share *;"></iframe></div>
<p class="has-text-align-none">The ZR is based heavily on <a href="https://www.theverge.com/2024/6/17/24178637/nikon-z6-iii-stacked-sensor-cmos-price-performance">Nikon’s Z6III</a> from last year, with a similar partially-stacked 24mp full-frame sensor, 7.5 stops of IBIS and 15+ stops of dynamic range, but it slims down the body to just 133&#215;80.5&#215;48.7mm and adds additional video-focused features like 32-bit audio out of the hotshoe and mic jack and a large 4-inch articulating touchscreen with 1000 nits of brightness.</p>

<p class="has-text-align-none">The Nikon ZR will be available for $2,199 on October 20th.</p>

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<img src="https://platform.theverge.com/wp-content/uploads/sites/2/2025/09/Nikon-ZR-David-Imel-for-Verge-4.jpg?quality=90&#038;strip=all&#038;crop=0,0.0067394527564346,100,99.986521094487" alt="" title="" data-has-syndication-rights="1" data-caption="" data-portal-copyright="" />

<img src="https://platform.theverge.com/wp-content/uploads/sites/2/2025/09/Nikon-ZR-David-Imel-for-Verge-6.jpg?quality=90&#038;strip=all&#038;crop=0,0.0049945060433458,100,99.990010987913" alt="" title="" data-has-syndication-rights="1" data-caption="" data-portal-copyright="" />

<img src="https://platform.theverge.com/wp-content/uploads/sites/2/2025/09/Nikon-ZR-David-Imel-for-Verge-5.jpg?quality=90&#038;strip=all&#038;crop=0,0.0049945060433458,100,99.990010987913" alt="" title="" data-has-syndication-rights="1" data-caption="" data-portal-copyright="" />

<img src="https://platform.theverge.com/wp-content/uploads/sites/2/2025/09/Nikon-ZR-David-Imel-for-Verge-7.jpg?quality=90&#038;strip=all&#038;crop=0,0.0049945060433458,100,99.990010987913" alt="" title="" data-has-syndication-rights="1" data-caption="" data-portal-copyright="" />

<img src="https://platform.theverge.com/wp-content/uploads/sites/2/2025/09/Nikon-ZR-David-Imel-for-Verge-3.jpg?quality=90&#038;strip=all&#038;crop=0.0054089138900935,0,99.98918217222,100" alt="" title="" data-has-syndication-rights="1" data-caption="" data-portal-copyright="" />
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					</entry>
			<entry>
			
			<author>
				<name>David Imel</name>
			</author>
			
			<title type="html"><![CDATA[A night at New York’s biggest Switch 2 launch event]]></title>
			<link rel="alternate" type="text/html" href="https://www.theverge.com/nintendo/680294/switch-2-gamestop-launch-event-nintendo-america-ceo" />
			<id>https://www.theverge.com/?p=680294</id>
			<updated>2025-06-05T09:43:05-04:00</updated>
			<published>2025-06-05T08:45:41-04:00</published>
			<category scheme="https://www.theverge.com" term="Entertainment" /><category scheme="https://www.theverge.com" term="Gaming" /><category scheme="https://www.theverge.com" term="Nintendo" /><category scheme="https://www.theverge.com" term="Report" />
							<summary type="html"><![CDATA[I’m standing outside the GameStop at Union Square in New York City on a beautiful Wednesday afternoon, with plenty of cars rolling by and people basking in the late spring sun. On the corner of E 14th Street and University Place, a line has formed around the block. Tonight is the official launch of the [&#8230;]]]></summary>
			
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<img alt="" data-caption="Dawn received the first Switch 2." data-portal-copyright="" data-has-syndication-rights="1" src="https://platform.theverge.com/wp-content/uploads/sites/2/2025/06/L1009682.jpg?quality=90&#038;strip=all&#038;crop=0,0,100,100" />
	<figcaption>
	Dawn received the first Switch 2.	</figcaption>
</figure>
<p class="has-drop-cap has-text-align-none">I’m standing outside the GameStop at Union Square in New York City on a beautiful Wednesday afternoon, with plenty of cars rolling by and people basking in the late spring sun. On the corner of E 14th Street and University Place, a line has formed around the block.</p>

<p class="has-text-align-none">Tonight is the official launch of the Nintendo Switch 2, a console people have been waiting for years to arrive. Some publications and influencers received theirs one day early, but for the rest of the world, tonight is the first opportunity to play it. And for a lot of the people in this line, that means they’re willing to wait a little longer.</p>

<p class="has-text-align-none">By 7PM I’ve talked to plenty of people queued up, and the overwhelming sentiment is that everyone is excited for <em>Mario Kart World</em>.</p>
<img src="https://platform.theverge.com/wp-content/uploads/sites/2/2025/06/L1009579.jpg?quality=90&#038;strip=all&#038;crop=0.32467532467532,0,99.350649350649,100" alt="" title="" data-has-syndication-rights="1" data-caption="&lt;em&gt;Left, Andrea. Right, Kyle.&lt;/em&gt;" data-portal-copyright="" />
<p class="has-text-align-none">“It’s been forever since the last one,” Kyle and Andrea tell me. “It only makes sense to get it now. Might as well.”</p>

<p class="has-text-align-none">The last version, <em>Mario Kart 8</em>, first launched in 2014 for the Wii U, eventually becoming <em>Mario Kart 8 Deluxe</em> when it launched on the Nintendo Switch. <em>Mario Kart World</em> is the first truly new console edition in a decade, and fans are eager to start playing.</p>

<p class="has-text-align-none">Chris has been waiting in line for about four hours and brought his own chair. He tells me that his friends have been working all day, so he’s trying to hold them a spot.</p>

<p class="has-text-align-none">“These are crazy hard to get. I don’t have a lot to do today, so I’m gonna see if I can save a spot in line for them.”</p>
<img src="https://platform.theverge.com/wp-content/uploads/sites/2/2025/06/L1009585.jpg?quality=90&#038;strip=all&#038;crop=0.32467532467532,0,99.350649350649,100" alt="" title="" data-has-syndication-rights="1" data-caption="&lt;em&gt;Chris.&lt;/em&gt;" data-portal-copyright="" />
<p class="has-text-align-none">Finally, I find one fan who tells me he’s excited for the Switch 2 because of its power. “I had the Switch and then the Switch OLED, and I’m honestly pretty stoked to run this thing at 4k 60fps. It’s a huge jump,” Anthony tells me.</p>
<img src="https://platform.theverge.com/wp-content/uploads/sites/2/2025/06/L1009660.jpg?quality=90&#038;strip=all&#038;crop=0.12626262626262,0,99.747474747475,100" alt="" title="" data-has-syndication-rights="1" data-caption="&lt;em&gt;Anthony (left) and his girlfriend, Mary (right)&lt;/em&gt;." data-portal-copyright="" />
<p class="has-text-align-none">Inside the store, staff has been working since 11AM, pre-processing&nbsp;customers to make tonight’s launch go smoothly. They take four people at a time from the line outside, check them out with consoles and accessories, and hand them a ticket with a number to come back and claim later. There are still a few hours to go, so most people are walking down the street to grab dinner or drinks.</p>
<img src="https://platform.theverge.com/wp-content/uploads/sites/2/2025/06/L1009571.jpg?quality=90&#038;strip=all&#038;crop=0.32467532467532,0,99.350649350649,100" alt="" title="" data-has-syndication-rights="1" data-caption="&lt;em&gt;A body painter (left) paints a customer’s arm (right).&lt;/em&gt;" data-portal-copyright="" />
<p class="has-text-align-none">To tide over patient customers, GameStop has set up various stations. There’s a body painter giving people Nintendo-themed paint-jobs, a <em>Super Smash Bros. Ultimate</em> set up, and, of course, <em>Mario Kart</em>. Kids flank the stations while their parents check out, and the store even lined up a DJ to keep people entertained.</p>

<p class="has-text-align-none">GameStop has completely outfitted the store with <em>Mario</em>-themed ornaments. There are full-sized cardboard cutouts of various characters spread throughout, and a map of <em>Mario Kart World</em> embedded into the floor. It’s clear the retailer knew this would be a massive launch, and it decked out the store to help fans celebrate.</p>
<img src="https://platform.theverge.com/wp-content/uploads/sites/2/2025/06/L1009575.jpg?quality=90&#038;strip=all&#038;crop=0.32467532467532,0,99.350649350649,100" alt="" title="" data-has-syndication-rights="1" data-caption="" data-portal-copyright="" />
<p class="has-text-align-none">Around 9PM, Doug Bowser, the CEO of Nintendo of America, makes a surprise appearance. Bowser talks to customers and recites a likely pre-scripted conversation with GameStop staff on camera which will probably appear in a LinkedIn post, then moves to the mural on the wall for a photo with employees.</p>

<p class="has-text-align-none">I asked Bowser what he was most excited for, and he blasts off a quick speech about <em>Mario Kart</em>. It’s expected at this point — a theme of the night.</p>
<img src="https://platform.theverge.com/wp-content/uploads/sites/2/2025/06/L1009617.jpg?quality=90&#038;strip=all&#038;crop=0.12626262626262,0,99.747474747475,100" alt="" title="" data-has-syndication-rights="1" data-caption="&lt;em&gt;Doug Bowser (second from left) makes a surprise entrance&lt;/em&gt;." data-portal-copyright="" /><img src="https://platform.theverge.com/wp-content/uploads/sites/2/2025/06/L1009640.jpg?quality=90&#038;strip=all&#038;crop=0.12626262626262,0,99.747474747475,100" alt="" title="" data-has-syndication-rights="1" data-caption="&lt;em&gt;Doug Bowser (center) poses with Gamestop staff.&lt;/em&gt;" data-portal-copyright="" /><img src="https://platform.theverge.com/wp-content/uploads/sites/2/2025/06/L1009654.jpg?quality=90&#038;strip=all&#038;crop=0.12626262626262,0,99.747474747475,100" alt="" title="" data-has-syndication-rights="1" data-caption="&lt;em&gt;Doug Bowser (left) poses with a fan (right)&lt;/em&gt;" data-portal-copyright="" />
<p class="has-text-align-none">People start merging back into the line at 11PM, now stretching down the block and around the corner. Earlier in the night, GameStop employees handed out raffle tickets for free games, and they start calling numbers for the winners. If you won, you were graced with a copy of <em>Splatoon 3</em>, a game not currently updated to take advantage of the Switch 2’s superior hardware.</p>

<p class="has-text-align-none">At 11:55PM I head inside, alongside the first few customers awaiting the midnight release. Dawn is the first to receive his Switch 2 after waiting outside this GameStop since 4:17AM.</p>
<img src="https://platform.theverge.com/wp-content/uploads/sites/2/2025/06/L1009679.jpg?quality=90&#038;strip=all&#038;crop=0.12626262626262,0,99.747474747475,100" alt="" title="" data-has-syndication-rights="1" data-caption="&lt;em&gt;Dawn walking away with the first Switch 2 of the night.&lt;/em&gt;" data-portal-copyright="" />
<p class="has-text-align-none">“I can’t really believe I’ve been waiting this long, but it was worth it.” Everyone cheers and the line starts flowing faster. Crowds of people who didn’t pre-pay for the console continue to show up and get in line. They’ll probably be here until morning.</p>

<p class="has-text-align-none">I left the store about 30 minutes after release, wondering how many instances of anecdotal evidence it would take to make the console a success. But if this store is anything to go by, the Nintendo Switch 2 is already a hit.</p>

<p class="has-text-align-none"><em>Photography by David Imel.</em></p>
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			<entry>
			
			<author>
				<name>David Imel</name>
			</author>
			
			<title type="html"><![CDATA[Fujifilm GFX100RF review: one sensor, nine cameras]]></title>
			<link rel="alternate" type="text/html" href="https://www.theverge.com/reviews/633769/fuji-gfx-100rf-review-medium-format-compact-camera" />
			<id>https://www.theverge.com/?p=633769</id>
			<updated>2025-03-24T01:34:48-04:00</updated>
			<published>2025-03-22T08:00:00-04:00</published>
			<category scheme="https://www.theverge.com" term="Camera Reviews" /><category scheme="https://www.theverge.com" term="Reviews" /><category scheme="https://www.theverge.com" term="Tech" />
							<summary type="html"><![CDATA[When Apple introduced the iPhone 15 Pro, Greg Joswiak, the company’s senior vice president of worldwide marketing, said the device’s three rear cameras would give consumers “the equivalent of seven camera lenses in their pocket.” We could spend multiple podcasts debating the technical validity of that statement, but what Joswiak was trying to imply was [&#8230;]]]></summary>
			
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<p class="has-text-align-none">When Apple introduced the iPhone 15 Pro, Greg Joswiak, the company’s senior vice president of worldwide marketing, said the device’s three rear cameras would give consumers “the equivalent of seven camera lenses in their pocket.”</p>

<p class="has-text-align-none">We could spend multiple podcasts debating the technical validity of that statement, but what Joswiak was trying to imply was that the iPhone now had sensors with a resolution that was big and high enough that it could crop in to emulate various focal lengths.</p>

<p class="has-text-align-none">Now, Fujifilm is trying the same thing.</p>

<p class="has-text-align-none">With a 35mm lens stuck to a body shockingly similar to the super-popular X100VI, it would be easy to assume Fuji’s new GFX100RF is the company’s attempt to take a winning strategy and scale it up to medium format.</p>

<p class="has-text-align-none">But while most fixed-lens cameras like the X100VI create intentional limitations and encourage you to shoot more than you think, the GFX100RF is all about flexibility and intentionality. Using its high-resolution 102MP sensor, an all-new aspect ratio dial, and four different digital “zoom” modes, Fujifilm aims to replace nine cameras and four lenses with one relatively compact body. </p>
<div class="product-block"><h3>Fuji GFX 100RF</h3>
<div class="product-description">A medium-format spin on the X100 formula, the GFX100RF uses a large 102MP sensor and a unique aspect-ratio dial to offer photographers a lot of flexibility when it comes to framing.</div>
<figure class="product-image"><img width="300" height="169" src="https://platform.theverge.com/wp-content/uploads/sites/2/2025/03/gfx100rf.jpeg?w=300" class="attachment-medium size-medium" alt="A marketing photo of Fujifilm’s GFX100RF camera." /></figure>
<div class="product-scores"><h4>Score: 7</h4><table class="product-pros-cons"><thead><tr><th>Pros</th><th>Cons</th></tr></thead><tbody><tr><td><ul><li>Aspect ratio dial is a fantastic addition</li><li>102MP sensor gives tons of flexibility</li><li>Compact design</li></ul></td><td><ul><li>f/4 minimum aperture feels limiting</li><li>No in-body image stabilization</li><li>Filter adapter and lens hood triple size of lens</li></ul></td></tr></tbody></table></div>
<h3>Where to Buy:</h3><ul><li><a href="https://shopusa.fujifilm-x.com/gfx100rf-gfx100rf/"> $4899.95 at <strong>Fujifilm</strong></a></li><li><a href="https://www.bhphotovideo.com/c/product/1884990-REG/fujifilm_16938039_gfx100_rangefinder_camera.html"> $4899 at <strong>B&amp;H</strong></a></li><li><a href="https://www.adorama.com/ifjgfx100rfb.html"> $4899 at <strong>Adorama</strong></a></li></ul></div>
<p class="has-text-align-none">Fujifilm’s GFX100RF is the company’s most compact medium-format camera yet. Housing the same sensor as its flagship GFX100II, the $4,900 camera is hugely capable, delivering the same delightful physical controls and rich colors the brand is known for. There’s a reason people love shooting with Fujifilm cameras, and if you’re looking for more of that experience, the GFX100RF won’t let you down.</p>

<p class="has-text-align-none">The new twist this camera adds to the formula is its aspect ratio dial. This physical dial, mounted to the back of the camera, lets you pick from one of nine different formats to frame your image. As someone who still shoots a lot of old film cameras, it had me geeking out big time — particularly because the aspect ratios the camera offers are based on real film cameras Fujifilm manufactured decades ago. It’s a very fun throwback. You can choose between 4:3, 3:2, 16:9, 17:6, 3:4, 1:1, 7:6, 5:4, and, my favorite, 65:24 — an homage to Fujifilm’s legendary TX-1 panoramic camera.</p>
<img src="https://platform.theverge.com/wp-content/uploads/sites/2/2025/03/Fujifilm-GFX-100RF-sample-images-David-Imel-28.jpg?quality=90&#038;strip=all&#038;crop=0,8.3027721913325,100,83.394455617335" alt="" title="" data-has-syndication-rights="1" data-caption="&lt;em&gt;Taken on the GFX100RF.&lt;/em&gt;" data-portal-copyright="" />
<p class="has-text-align-none">Because Fujifilm didn’t include the hybrid optical viewfinder like you’ll see in the X100VI and X-Pro3, it included three different view modes for composing with those aspect ratios instead. You can see the full scene with frame lines, a 50 percent opacity mode that lets you see what’s outside your frame, or a full blackout mode that only shows the crop you’re shooting.</p>

<p class="has-text-align-none">After testing this camera for about a month, I’ve started to wonder why every camera doesn’t have a dial like this. Carrying the camera around Utah, it was a ton of fun to jump around different ratios while composing a photo. In multiple circumstances, an image that I’d only considered “good” in the full 4:3 mode was upgraded to “great” once I found the right crop for it.</p>

<p class="has-text-align-none">Now, obviously, when you crop out a large portion of an image, you’re also cropping a decent amount of resolution. But even when using the most-cropped 65:24 ratio, you’re still left with a large 50MP file. And if you shoot RAW in addition to JPG, and you edit in Adobe Lightroom, RAW files will be ingested pre-cropped with the option to zoom out to the full 4:3 image. I love that.</p>

<figure class="wp-block-gallery has-nested-images columns-2 is-cropped wp-block-gallery-3 is-layout-flex wp-block-gallery-is-layout-flex"><img src="https://platform.theverge.com/wp-content/uploads/sites/2/2025/03/257630_Fuji_GFX_100RF_DImel_0002.jpg?quality=90&#038;strip=all&#038;crop=0,0,100,100" alt="" title="" data-has-syndication-rights="1" data-caption="" data-portal-copyright="" />

<img src="https://platform.theverge.com/wp-content/uploads/sites/2/2025/03/257630_Fuji_GFX_100RF_DImel_0003.jpg?quality=90&#038;strip=all&#038;crop=0,0,100,100" alt="" title="" data-has-syndication-rights="1" data-caption="" data-portal-copyright="" />

<img src="https://platform.theverge.com/wp-content/uploads/sites/2/2025/03/257630_Fuji_GFX_100RF_DImel_0001.jpg?quality=90&#038;strip=all&#038;crop=0,0,100,100" alt="" title="" data-has-syndication-rights="1" data-caption="" data-portal-copyright="" />

<img src="https://platform.theverge.com/wp-content/uploads/sites/2/2025/03/257630_Fuji_GFX_100RF_DImel_0006.jpg?quality=90&#038;strip=all&#038;crop=0,0,100,100" alt="" title="" data-has-syndication-rights="1" data-caption="" data-portal-copyright="" /></figure>

<p class="has-text-align-none">The super-high resolution of the sensor has another benefit, though. The GFX100RF offers four virtual focal lengths, which crop into the center of the sensor to deliver a different field of view. The camera offers 35mm, 45mm, 63mm, and 80mm options, which equate to about 28mm, 35mm, 50mm, and 63mm in full-frame terms. These “zoom” modes will also cost you resolution, though, with the full 80mm focal length cropped to 65:24 and spitting out a 9MP image.</p>

<p class="has-text-align-none">To make zooming simple, Fujifilm added a small switch to the front of the camera similar to what you’d see on an old camcorder. And right above that, you’ll find a remappable knurled dial, which strangely wasn’t mapped to anything out of the box on my unit.</p>

<p class="has-text-align-none">It feels like Fujifilm built this camera to do it all, and in a lot of ways, it defies expectations of what a fixed-lens camera is built to do. But unfortunately, the GFX100RF is also limited in two key ways: a relatively slow f/4 aperture and a lack of optical image stabilization.</p>
<img src="https://platform.theverge.com/wp-content/uploads/sites/2/2025/03/Fujifilm-GFX-100RF-sample-images-David-Imel-38.jpg?quality=90&#038;strip=all&#038;crop=0,0.03673769287289,100,99.926524614254" alt="" title="" data-has-syndication-rights="1" data-caption="&lt;em&gt;Taken on the GFX100RF.&lt;/em&gt;" data-portal-copyright="" />
<p class="has-text-align-none">An f/4 aperture on Fujifilm’s medium-format sensor equates to about f/3.16 on a full-frame camera, and while that isn’t horrible by any means, it felt limiting in my time with it. A slower aperture means less light on the sensor, and less light means pushing up the ISO or pulling down the shutter speed. On a camera like the Fujifilm X100VI with optical image stabilization, I could comfortably drop the shutter speed down to a full second handheld. But on the GFX100RF, the slowest I could comfortably shoot handheld without getting a shaky image was 1/30 — maybe 1/15 if I was especially steady.</p>

<p class="has-text-align-none">As someone who carries around a tripod nearly every time I go take photos, this wasn’t a huge deal for me. But Fujifillm is positioning this camera as the best everyday camera on the market, and without a faster lens or optical image stabilization, you might have trouble shooting with this camera hi once the light gets low, unless you use uncomfortably high ISO values. When I had to shoot in lower light, I often switched to Fuji’s excellent Acros black and white simulation, which is made to look quite grainy anyway.</p>

<p class="has-text-align-none">It’s understandable why Fujifilm may not have added optical image stabilization to this camera. The 100RF is only marginally bigger than the Fujifilm X100VI, so it may not have developed a stabilization system compact enough for the body yet. And at $4,899, which is still quite expensive, this camera comes in cheaper than any other GFX body Fujifilm currently sells. Plus, this one includes a lens.</p>
<img src="https://platform.theverge.com/wp-content/uploads/sites/2/2025/03/Fujifilm-GFX-100RF-sample-images-David-Imel-35.jpg?quality=90&#038;strip=all&#038;crop=0,0,100,100" alt="" title="" data-has-syndication-rights="1" data-caption="&lt;em&gt;Taken on the GFX100RF.&lt;/em&gt;" data-portal-copyright="" /><img src="https://platform.theverge.com/wp-content/uploads/sites/2/2025/03/Fujifilm-GFX-100RF-sample-images-David-Imel-32.jpg?quality=90&#038;strip=all&#038;crop=0,0,100,100" alt="" title="" data-has-syndication-rights="1" data-caption="&lt;em&gt;Taken on the GFX100RF.&lt;/em&gt;" data-portal-copyright="" /><img src="https://platform.theverge.com/wp-content/uploads/sites/2/2025/03/Fujifilm-GFX-100RF-sample-images-David-Imel-54.jpg?quality=90&#038;strip=all&#038;crop=0,0,100,100" alt="" title="" data-has-syndication-rights="1" data-caption="&lt;em&gt;Taken on the GFX100RF.&lt;/em&gt;" data-portal-copyright="" />
<p class="has-text-align-none">But what perplexes me the most about the camera is the decision to use an f/4 aperture. Taken alone, the lens is shockingly small — smaller than every dedicated GF lens that Fujifilm sells by a long shot. But Fuji also includes a lens hood and filter adapter ring in the box, and, added together, these accessories just about triple the overall footprint of the lens to the point where it’s about as big as the lens on the Leica Q3. And at that point, why not just make a bigger, faster lens?</p>

<p class="has-text-align-none">There’s no doubt the GFX100RF will be consistently compared to Leica’s full-frame Q3 — primarily because, until recently, if you wanted an even remotely new fixed-lens camera with a large sensor, the Q3 was pretty much your only option. And while Fujifilm has Leica beat with its new versatile aspect ratio dial and ultra-high resolution, Leica trades those features for a much faster f/1.7 lens and optical image stabilization. Which features matter to you is probably going to depend on what kind of photographer you are. And, at the very least, I’m glad there’s finally another option available on the market.</p>

<p class="has-text-align-none">I really loved my time with this camera. Composing nearly every aspect of your final image in-camera is a real joy, and I have a soft spot in my heart for physical dials. But for a camera that aspires to do it all with one lens, you’re going to need a tripod to make that a reality.</p>

<p class="has-text-align-none"><em>Photography by David Imel</em></p>
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