Am 03.03.24 um 18:29 schrieb Bill:
I was quite surprised that it is a vertical half frame, but the logic behind that decision is that a vertical format is what the target market is already comfortable with.
Making it a horizontal half frame would mean transporting the film from top to bottom and a very odd shape of the camera.
There has apparently been a market for vertical frame cameras long before mobile phone photography. Remember those 645 rangefinders from Bronica (or Mamiya) in the late 80s or 90s?
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