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www.hasselblad.comPress contact: Kathryn Thompson at Neville McCarthy Associates | T: + 44 (0)20 7940 2900 | E: [email protected] Georgina Hannam at Neville McCarthy Associates | T: +44 (0)20 7940 2900 | E: [email protected]

Maximizing your creative options with the X1D-50c

Hasselblad is excited to announce the release of updated firmware for the X1D-50c.

The 1.17.2 firmware adds two important improvements to keep the ground-breaking camera ahead of the curve.

Hasselblad’s passion for development and evolution enables it to constantly progress and perfect the cameras for Hasselblad users. The new firmware includes the ability to resize autofocus points and an electronic shutter function. X1D users can now select three focal point options: 35, 63, or 117. This updated feature allows for an even more accurate and precise selection of the photographers’ subject focus point. By simply holding down the AF/MF button and pressing the display button, users can cycle through the size options and easily reset to centre.

The electronic shutter allows for shutter speeds up to 1/10,000s and is silent with zero vibration. The new features will enable users to take high-quality images in situations that may have previously been challenging such as when silence is needed during a live performance or when working in low light conditions.

Hasselblad is continuing to perfect the auto focus feature which is currently under development with the new and now available XH lens adapter. By the end of 2017, the XH lens adapter will gradually start to support auto focus when using H-lenses with the X1D-50c. It is Hasselblad’s aim to support the needs of all photographers. Whilst we always endeavour to provide the best imaging solutions possible, we also believe creativity should not be limited and great results may come from the use of hardware outside our system. It is for this reason we will continually seek to grow compatibility - with both the electronic shutter and opening of our mount specification to third parties.

Read more about the Hasselblad X1D here: http://www.hasselblad.com/x1d/

Read more about the firmware update here:http://www.hasselblad.com/our-world/products/hasselblad-x1d-firmware-update-1-17-2

Read more about the XH lens adapter here:http://www.hasselblad.com/accessories/x-system-accessories/xh-lens-adapter

Gothenburg Aug 28th 2017

http://www.hasselblad.com


FOR IMMEDIATE RELEASE PRESS INFORMATION

About Hasselblad

Founded in 1941, Hasselblad is the leading manufacturer of medium format cameras and lenses.

Hasselblad cameras are renowned for their iconic ergonomic design, uncompromising image quality and Swedish

craftsmanship. For over half a century Hasselblad cameras have captured some of the world’s most iconic images –

including the first landing on the moon - and helped shape the way we look at the world through genuine photographic

artistry. Trusted by NASA and used by the greatest photographers in the world, Hasselblad continues to create

products with uncompromising image quality that inspire.

The Hasselblad H Camera System with its professional lens family and unique advancements is widely acknowledged

as the most comprehensive digital camera system of its kind available today. Hasselblad was the first to launch the

fully integrated medium format camera system incorporating the latest in CMOS sensor technology. In 2016 Hasselblad

launched the H6D, a technological feat with an all new electronic platform, delivering superior craftsmanship and

image quality. Later the same year, Hasselblad introduced the world’s first compact mirrorless digital medium format

camera – the X1D

Headquartered in Gothenburg, Sweden, Hasselblad is a global brand with offices in New York, London, Tokyo, Paris,

Copenhagen and Hamburg with distributors throughout the world.

For more information, visit Hasselblad online: www.hasselblad.com Follow Hasselblad on Instagram: www.instagram.com/hasselblad_official Follow Hasselblad on Facebook: www.facebook.com/hasselbladFollow Hasselblad on Twitter: www.twitter.com/hasselbladFollow Hasselblad on LinkedIn: www.linkedin.com/company/hasselbladFollow Hasselblad on YouTube: www.youtube.com/hasselbladofficialFollow Hasselblad on Weibo: www.weibo.com/hasselbladofficial



http://www.instagram.com/hasselblad_official

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PRESS INFORMATION



PRESS INFORMATION

© Ming Thein

The sample images accompanying this release were shot during a live recording under low light conditions [note: EXIF data is intact] at either ISO 1600 or ISO 3200 using a Zeiss Otus ZF.2 1.4/85 APO-Planar and Zeiss ZF.2 2/135 APO-Sonnar.

Please note that the electronic shutter has some limitations due to the nature of the current generation of medium format sensors: rolling shutter effects may be present during camera or subject motion; sensor read time is 300ms. Furthermore, under phased light sources (fluorescent, LED) some striping may occur at higher shutter speeds as these sources are not truly continuous.


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