FUJIFILM Malaysia (Managing Director: Kensuke Aragane) announces the launch of the instax mini 99™ (mini 99™), a high-end model of the instax series of analog instant cameras, which was released on 4th April 2024 locally.
The mini 99™ is an evolved version of the globally successful instax mini 90™ (mini 90™). It features new functions that use analog technology to further broaden the range of print expressions, such as ‘Color Effect Control’, which apply lights of different colors directly to a film to produce six different color expressions, and ‘Vignette Mode’, which reduces exposure around the edges to bring the focus to the centre of each picture. Print expressions can vary based on shooting conditions, allowing users to create unique instax prints with great flair.
Aragane proudly shared, “The camera body boasts leather-like matte texture that is comfortable to hold and presents a classic design with a premium look and texture suitable for the high-end model.”
He added, “Coinciding with the launch of the mini 99™, Fujifilm is releasing the mini-format film ‘Photo Slide’, inspired by a photo slide mount, highlighting the impressive range of print expressions made possible with the mini 99™.”
“The new functions of the mini 99™: Color Effect Control and Vignette Mode can be combined with Brightness Control, using a dial on the side of the camera body, to further expand the range of print expressions. The new camera also inherits functions from the mini 90™, including Landscape/ Macro/Indoor modes with enhanced image quality, Sports mode ideal for shooting a fast-moving subject and Self Timer for group shots. Shooting modes for manipulating light are also available, including Bulb and Double Exposure modes,” explained Aragane about the features of the camera.
In order to further expand the appeals of instax, including the mini 99™, Fujifilm released an updated version of instax UP! on 13th March. It is a popular instax smartphone app that allows users to scan and save instax prints with a smartphone for easy digital conversion. The update adds an Album function. Users can create a collection of scanned instax images by theme, providing another way to enjoy instax. Fujifilm will continue to expand the world of the instax instant photo system that allows people to enjoy on-the-spot photo printing.
While that has been our latest addition, we are also proud to announce a one-of-a-kind limited-edition T-shirt collaboration with atmos KL celebrating the phenomenal success of the ‘FUJIFILM X100VI’ (X100VI) camera. “This collaboration merges Fujifilm’s innovative camera technology with atmos KL’s cutting-edge street style. The limited-edition T-shirt showcases the X100VI alongside a design that pays homage to the camera’s iconic film simulations. The premium compact X100VI perfectly complements atmos’ brand identity, further amplifying the X100VI’s ongoing hype,” Aragane shared excitedly.
1. Product names, release dates and prices
Both of the following products have been officially released in Malaysia on 4 April 2024 with these prices:
- instax mini 99™ (RM928)
- instax mini-format film ‘Photo Slide’ (RM39)
2. Main features of the INSTAX mini 99™
- Operability in pursuit for analog usability and classical design with a premium feel
The mini 99™ is designed in pursuit of analog operability, e.g. use of the lens ring to adjust power and focal length, and the use of the side dial for changing light and brightness. The camera body boasts leather-like matte texture that sits comfortably in the hand. Hammertone coating and colored text are featured to present a classical design with a premium exterior and texture suitable for the high-end model for the INSTAX series of analog instant cameras.
- Color Effect Control, applying lights of different colors directly to the film to add colors to a photo moment
The camera body houses four LED lights. Lights of different colors, as defined in the settings for the Color Effect Dial on the side, are directly applied to the film when a picture is taken, creating six variations in color expression. The six variations also change depending on ambient brightness, subject color and other shooting conditions, giving users freedom in expressing each captured moment.
- Vignette Mode for narrowing the lens opening to adjust light falloff
Turning on this Mode allows users to narrow the lens opening manually to reduce light around the edges and drawing attention to the center of the image for an artistic finish.
- Convenient five-step Brightness Control for adjusting image brightness
Use the Brightness Control dial on the side to create a high-key or low-key picture. Brightness can be adjusted in five levels from D- to L+ and combined with Color Effect Control or Vignette Mode to freely manipulate color tones and brightness.
- Diverse shooting modes for a variety of situations
The mini 99™ features Landscape / Macro mode for sharp images according to distance to the subject, Indoor mode for making the background brighter in low-light conditions, and Sports mode suitable for shooting a fast-moving subject.
The camera has the Self Timer, a convenient tool for shooting events or group photos. The Flash settings can be switched between No Flash, Red Eye Correction etc. depending on shooting locations.
Also on offer are Double Exposure mode, in which the shutter can be released twice on a single film for overlapping two images, and Bulb mode to keep the shutter open for a long time, producing mysterious and creative images with the clever use of light.
- Miscellaneous
The mini 99™ uses a removable rechargeable battery, capable of taking approx. 100 frames per charge. USB Type-C is used as its charging terminal (a charging cable is supplied).
The camera comes with a bottom grip with a tripod thread, to be used when it needs to be mounted on a tripod. The grip also makes it easy to hold the camera while taking a self-portrait.
3. “mini 99™” promotion
The mini 99™, developed with a focus on analog technology, delivers photo expressions distinctively analog by combining colors created with Color Effect Control with light manipulation achieved with Vignette mode and Brightness Control. Our hope that users will enjoy manipulating color and light to create special and unique pictures, is reflected in the promotional tagline of “Be One-of-a-Kind with Light and Color.” The promotion, to be conducted mainly online, on social media and at retailers, will communicate the appeals of the mini 99™ to as many people as possible.
4. Version upgrade of the instax UP! app
The instax UP! app was upgraded to a new version on 13th March. The instax UP! can easily convert instax prints into digital data by scanning the entire prints including the surrounding frames, and preserving instax’s distinctively gentle tonality. Users can revisit their favorite instax prints on their smartphone any time and easily post a collection created in the app directly on social media for instantaneous sharing with friends, adding a new way of enjoying instax prints.
The latest version update adds the Album function. Users can group together a collection of photos by theme, and combine it with their favorite background in two View modes (Box View, List View), to create a number of unique albums with a personal touch. Enjoy instax prints, taken with diverse effects and modes available in the mini 99™, sorted into albums.
5. About INSTAX
The instax series of instant cameras marked its 25th anniversary last year since its original launch in 1998. The series has embraced trends and evolving technologies with time and expanded its lineup to include hybrid instant cameras using digital technology, as well as smartphone printers. In October 2023, the palmtop instax Pal™ was released, becoming the instax series’ first-ever camera specializing only in “photographing.” Instax continues to provide diverse ways of enjoying photography, broadening the user base from young women to men and middle-aged consumers.
Also read: “This is in M’sia?!” M’sians Can’t Believe These Stunning Photos Were All Captured Locally
