Hasselblad releases H4D-40 medium format camera
Hasselblad brings Medium Format DSLR advantages to new generation of photographers with new H4D-40 camera.
Copenhagen, February 2nd 2010: The announcement of Hasselblad’s H4D line of cameras and True Focus technology heralded the beginning of a new chapter in the history of medium format DSLRs. Now, with the launch of the H4D-40, Hasselblad is announcing its intent to bring the advantages of Medium Format DSLRs to high-end 35mm photographers.
The announcement of Hasselblad’s H4D line of cameras and True Focus technology heralded the beginning of a new chapter in the history of medium format DSLRs. Now, with the launch of the H4D-40, Hasselblad is announcing its intent to bring the advantages of Medium Format DSLRs to high-end 35mm photographers.
“Most high-end photographers understand the advantages that a Medium Format system has over smaller formats,” explains Hasselblad CEO Larry Hansen, “but many younger photographers have never been exposed to larger format photography. Most everyone in the photographic world is aware, for example, of the dramatic developments that have taken place in the 35mm in recent years,” he continues, “but there many of the younger generation of shooters are not aware of the fact that Medium Format DSLRs have evolved equally dramatically, maintaining – and even in some cases increasing – the quality gap that has historically existed between small format and larger format systems.”
“The fact that our large sensors have millions of pixels more than 35mm sensors is known, for instance,” Hansen continues, “but the superior image quality that results, in terms of color, detail, and clarity, is not as well known. Likewise, many photographers are not aware of the fact that the larger format of the H System cameras provides a considerably shallower depth of field range, making it much easier to utilize selective focus to creative effect.
When combined with True Focus, this opens enormous creative possibilities and technical accuracy. Add to this the modularity of the H4D-40 with its choice of bright image viewfinders and an extensive accessories program, and you get a feature set that makes a Hasselblad system, today, more than ever, a crucial component of any professional photographic toolbox.”
Features such as new low noise color filters of the H4D-40’s sensor and the high performance HC/HCD lens line, provide the basis for increased clarity and increased depth of field. The Hasselblad Natural Color Solution (HNCS) achieves consistent color reproduction using a single color profile, and Press Release Copenhagen, February 2nd 2010 Hasselblad brings Medium Format DSLR advantages to new generation of photographers with new H4D-40 camera. FOR IMMEDIATE RELEASE page 2/3 digital lens correction (DAC), perfects each image captured through the HC/HCD lenses, by removing any trace of distortion, vignetting, or chromatic aberrations.
The H4D also comes bundled with Hasselblad’s new Phocus 2.0 imaging software, featuring a dramatically reduced learning curve, enabling the average photographer to be up to speed in less than 30 minutes, and a feature set that matches the industry standards defined by Adobe and Apple.
“We are thrilled to be able to announce the introduction of the H4D-40,” continues Hansen, “and look forward to welcoming a new generation of 35mm photographers as they step up to a higher level of image quality and begin to explore the creative possibilities provided by a Hasselblad system. With the H4D-40, photographers get a camera that is as easy to use – or even easier – than a high-end 35mm DSLR, but that comes with the famed Hasselblad image quality – larger lenses and sensors, more advanced optics, increased resolution and clarity, and all the other benefits of Hasselblad’s Medium Format DSLRs.”
“For over half a century,” Hansen concludes, “Hasselblad cameras have been the choice of the most discerning professionals and the reason for that loyalty has not changed - at Hasselblad, image quality always comes first. We will continue to pursue image quality perfection and will continue to provide the ultimate imaging tools for any application where image quality is important. And in the upcoming months we will do our best to see that as many 35mm photographers as possible get the opportunity to try these amazing products for themselves.”
Hasselblad is launching the H4D-40 worldwide via a series of dealer demonstrations and events in the Americas, Europe, and Asia. The H4D-40 starts at 13,995 Euro / 19.995 USD / 12.995 GBP for camera body, viewfinder, and 80mm lens, and is available for immediate shipping. For dates and times of regional or local launch events, or to learn more about the advantages of the Hasselblad system, log on to www.hasselblad.com
True Focus: Delivering accurate composing at close distance with shallow depth-of-field
True Focus helps solve one of the most lingering challenges in professional photography, true, accurate focusing throughout the image field when working with shallow depth-of-field at closer range. Without multi-point auto-focus a typical auto-focus camera can only correctly measure focus on a subject that is in the center of the image. When a photographer wants to focus on a subject outside the center area, they have to lock focus on the subject and then re-compose the image.
In short distances, this re-composing causes focus error, as the plane of focus sharpness follows the camera’s movement, perpendicular to the axis of the lens. The traditional solution for most DSLRs has been to equip the camera with a multi-point AF sensor. These sensors allow the photographer to fix an off-center focus point on an off-center subject, which is then focused correctly, but such multi-point AF solutions are often tedious and inflexible to work with and do not really solve the problem.
To overcome this problem, Hasselblad has used modern yaw rate sensor technology to measure angular velocity in an innovative way. The result is the new Absolute Position Lock (APL) processor, which forms the foundation of Hasselblad’s True Focus feature.
The APL processor accurately logs page 3/3 camera movement during any re-composing, then uses these exact measurements to calculate the necessary focus adjustment, and issues the proper commands to the lens’s focus motor so it can compensate. The APL processor computes the advanced positional algorithms and carries out the required focus corrections at such rapid speed that no shutter lag occurs. The H4D’s firmware then further perfects the focus using the precise data retrieval system found on all HC/HCD lenses. The True Focus technology and APL (both patent pending) mark a significant milestone for Hasselblad’s high-end DSLR strategy and represent the result of many years of development work.