instax launches sophisticated new addition to its iconic range - the instax SQUARE SQ10 | instax Instant Photography

instax launches sophisticated new addition to its iconic range – the instax SQUARE SQ10


FUJIFILM Corporation (President: Kenji Sukeno) today announced that it will release the ‘instax SQUARE SQ10’ (“SQ10”), the first hybrid instant camera with a new square format film ‘instax SQUARE Film’ on May 19, 2017. The SQ10 is the first hybrid camera within its range equipped with a digital image sensor and digital image processing technology, which takes the image quality of instax to the next level and allows photographers to add a creative, artful edge to their compositions on screen, before printing.

Highlights of the instax SQUARE SQ10

Improved image quality that transforms the everyday into a work of art

The SQ10 is the first instax camera to be equipped with a digital image sensor and image processing technology. These technologies enhance the camera’s ability to take brighter photos in low-light conditions (e.g. indoor and night scenes) and close-up shots from a distance of up to 10cm with new functions such as automatic exposure control, human detection and auto-focus.

Creative photographic expression with various image editing features

A dynamic range of photographic expression is made possible by combining the three main functions of ten striking filters with different effects, dramatic vignette control which can adjust the light intensity at the periphery of the image, and brightness adjustment. Users can either set the functions to be used in advance or after shooting.

Easy-to-use and intuitive user interface

The integrated operation dial and buttons on the back of the camera, and the graphic interface which directly displays the image editing status in the LCD monitor enable the SQ10 to realize simple and intuitive operability throughout editing, processing and printing.

The new SQ10 can even save up to 50 photos on an internal memory or even more on a memory card so that moments caught but not ready to be made physical can be stored and revisited later. The final prints will take a square format, loved by photographers across the globe and echoing the format of the popular photo–sharing platform, INSTAGRAM™.

With an eye-catching symmetrical black and silver design, this new format adds a new dimension to the instax photographic expression, and the addition of the digital LCD screen allows users to benefit from the best of both worlds – the control and composition of a digital camera, with the enjoyment and tangible fun of real instant print.  Express your creativity in an instant.

The instax SQUARE SQ10 will be available to purchase end May 2017, with an expected RRP of £249, from a range of stockists including Amazon, Argos, Dixons, Jessops and John Lewis. instax SQUARE film (10 sheets) will have an expected RRP of £8.99.

Main specifications

Camera – SQ10

Image sensor 1/4-in., CMOS with primary colour filter
Effective pixels 1920 x 1920
Storage media Built-in memory, micro SD/micro SDHC memory card
Recording capacity Built-in memory: Approx. 50 files

micro SD/micro SDHC memory card: Approx. 1000 files per 1 gigabyte

File system Compliant with Design Rule for Camera File System (DCF), Exif Ver.2.3, Com-pliant with JPEG and PIM
Focal length Fixed as 28.5 mm (35-mm format equivalent)
Aperture F2.4
Auto focus system Single AF (Contrast-detect TTL, equipped with AF illuminator)
Focus range 10cm to ∞
Shutter speed 1/29500 sec. to 1/2 sec. (Auto), maximum 10 sec. in Bulb mode
Sensitivity ISO 100 to 1600 (Auto)
Exposure control Programmed AE
Metering 256-segment through the lens (TTL) metering, Multi-metering
White balance Auto
Flash Auto/Compulsory flash/Suppressed flash/Slow synchro/Red-eye removal Effective range: Approx. 50 cm to 8 m
Shooting mode Standard, Double exposure, Bulb mode
Self-timer Approx. 10 sec./Approx. 2 sec.
Image effect 10 Filters, Brightness adjustment, Vignette
Playback function Trimming, Multi-image playback



Film FUJIFILM “instax SQUARE” Instant Film (Purchased separately)
Photo capacity 10 prints/pack
Film size 86 mm x 72 mm
Image size 62 mm x 62 mm
Supported image size 800 x 800 dots
Printing solution 12.5 dots/mm (318 dpi, 80 μm dot pitch)
Printing levels 256 levels per color (RGB)
Supported image format JPEG (Some images saved with a photo editing/processing software may not be displayed or printed.)
Printing time Approx. 12 seconds
Print timing Printing shortly after shooting/Printing after selecting image
Printing function Images on built-in memory/micro SD card
Reprint Printable up to the past 50 prints

(Up to 50 images stored in print history)

Digital zoom Up to 2.4 X in printing (Output pixels: 800 x 800)
Film detection Yes (Automatic ejection when inserted)



LCD monitor 3.0-in. (7.6 cm) TFT colour LCD monitor

Pixels: Approx. 460k-dots

Input/Output terminals Micro USB (For charging only)
Battery NP-50
Charging function Built-in
Printing capacity Approx. 160 prints (From when the battery is charged fully)

*Varies depending on the conditions of use.

Charging time Approx. 3 to 4 hours (Using 0.5 A USB port)

* Varies depending on air temperature.

Dimension 119 mm x 47 mm x 127 mm (W x D x H)
Weight 450g (includes film pack and battery)


*Specifications are subject to improvement changes.


Screen size 62mm×62mm (L×W)
Film size 86mm×72mm (L×W)




The instax SQUARE SQ10 instant camera will be on sale in the UK end May 2017, with an expected retail price of £249. instax SQUARE Instant Film (10 sheets) will have an expected retail price of £8.99.


UK INSTAX Press Office


Tel: 020 7012 1858


 instax is an instant camera brand marketed by FUJIFILM Corporation. Providing cameras which instantly print photographs in either mini, WIDE, or now SQUARE formats, instax has been capturing one-off moments since 1998. Flagship products include the mini 8, mini 9, mini 70, mini 90, WIDE 300, SP-2 SHARE printer and now the new SQUARE SQ10.

Since instax cameras were originally launched in 1998, they have proved extremely popular with users all over the world, with cumulative shipment volumes reaching over 25 million units. This has made instax the market leader of the world’s instant photography market.  Fujifilm is committed to offering new products and services that meet various consumer needs by leveraging innovative technological advancements.

In the UK, Fujifilm has been supplying the imaging, printing and graphics industries, as well as consumers, professional and enthusiast photographers, with high quality, innovative products and services for over 30 years. Fujifilm UK currently employs more than 390 people and is one of the country’s most popular photographic and imaging brands.

© 2016 FUJIFILM UK Limited. Instax is a trademark of Fujifilm Corporation. INSTAGRAM is a trademark of INSTAGRAM LLC.



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