CP+ 2024 was quite an impressive event this year, with all of the camera makers in Japan and overseas showcasing their best works. Indeed, it is an event that thoroughly focuses on industry trends in 2024. The biggest trend I saw from the event was the focus on multi-functional cameras. We know Sony and Canon already as producing powerful video quality from mirrorless cameras. Nikon and Fujifilm both came to CP+ 2024 saying “our cameras can produce beautiful videos, too,” so lets review what the different camera makers showcased this year.
Booths will be listed in order of set up at the convention center.
Canon’s Booth
Canon did not have any new camera to announce at CP+ 2024, but among the camera makers, they strove to focus on the practical applications of their EOS R8, announced last year. Other EOS cameras were also available in the touch and try section. A number of ribbon gymnastics models challenged the photographers testing the various EOS cameras to capture their rapid motions.
Canon announced a few new lenses last year (lenses will be discussed in a different article) and those were showcased front and center. Canon’s booth also focused on the EOS VR setup, showcasing three prototypes and one actual full-production model. It was quite an impressive showing.
Fujifilm’s Booth
For the last year or so, Fujifilm made great efforts to promote their cameras as having video qualities to rival the other makers. Like their GFX100II event in Ginza last year, they had a traditional Japanese swordsman in their touch-and-try, where a GFX100II and the Premista 80-250mm movie-quality lens was set up, encouraging guests to take their best cinema shots. The GFX100II also has camera-to-cloud capabilities and the ability to internally set up LUTs.
They also had the brand now X100VI on display, along with the previous X100 models. A separate touch-and-try was set up with the Fujifilm X-T5 and X-S20, along with the X100VI. The X-S20 was noted by the Fujifilm staff as beating their expectations in terms of popularity.
In addition, Fujifilm showcased a remote-shooting setup, via a web browser and LAN. It was pretty impressive to see.
Nikon’s Booth
In a similar fashion, Nikon heavily promoted the Nikon Z8, announced last year. The main message from the Nikon rep was a focus on the video quality functionalities of the Z8, including a demo video he shot entirely on the Z8 with some accessories. The Z8 has the same abilities as the Z9 with a smaller form factor (the only sacrifice being operation time due to heat dissipation), and Nikon wanted everyone to know that this camera could accomplish most video production goals that need to be accomplished. Nikon also shoots 12-bit raw with the Z8 and Z9, achieving many requirements of professional videographers.
Nikon made great efforts in encouraging long-time Nikon users to explore the Z8 for themselves, especially users of the D850. The larger Z mount is being touted as an upgrade to their current gear.
Nikon’s booth was much larger this year than in previous years, about three times larger than it was at InterBEE 2023. A separate section focused on the Nikon Creators, showcasing amazing photography taken by Nikon cameras. A third section heavily focused on the Nikon Z f and Nikon Z fc manual control cameras.
Sony’s Booth
Sony’s touch and try had a focus on the Sony A9iii, with the heavy emphasis on the global shutter capabilities. A large stage full of models positioned in front of a lineup of other Sony Alpha cameras, along with a variety of lenses.
A separate section of the Sony booth showcased the FX-3 and FX-30 and its new Creators’ Cloud synchronization capabilities. The line was impressively long, so I was unable to test it out myself, unfortunately.
OM System’s Booth
OM System’s booth was unique among the CP+ 2024 camera makers in that they separated their booth into three sections. Each of these sections focused on unique abilities of the OM Systems Micro Four Thirds sensor. One was on the macro lenses, one was on nature photography, and one was on bird watching. These 3 sections focused primarily on camera-lens combinations of the OM System OM-1.
OM System said that their cameras have been particularly popular with birdwatching photographers. The cameras are touted as rugged with a smaller form-factor, allowing for better mobility.
The OM-1 Mark II received a lot of attention from the guests. With a new feature called LIVE GND, the camera’s system uses computations to produce an image similar to using a VND. The Mark II also has incredible AI subject recognition when it comes to autofocus.
Insta360’s Booth
Insta360 focused on popular action cameras in their booth. The Ace Pro action cam showcased its abilities and durability, and was incredibly popular, according to Insta360 staff.
There was a number of the 360-degree cameras mounted on a motorcycle, with an emphasis of the camera’s stability and utilization examples.
The new Insta 360 Go 3 also drew a lot of attention. It was surprisingly stable, but with incredible quality. I loved that they had a mount available for pets, where first-person view shots from a dog or cat perspective can be shot. I would like to try this out with my cat back in Ohio!
Lumix’s Booth
Lumix showed off the S5 Mark II at their booth, along with multiple Lumix lenses. Similar to other camera makers at CP+ 2024, they expressed surprise at the popularity of the S5 Mark II, stating that their sales were over 3 times higher than they expected.
One thing to note was that the camera was very popular with beginners. The S5 Mark II already enjoyed a good reputation amongst previous Lumix users and videographers. However, Panasonic Lumix noted that a good portion of the people purchasing the S5 Mark II were people upgrading their photography and videography from that of smartphones.
I asked the Lumix rep if they had plans for a vlog-cam or a camera similar to the manual control cameras. They teased they might be developing something along those lines.
Hasselblad’s Booth
Hasselblad came to CP+ 2024 as a camera maker with a smaller booth. However, Hasselblad’s booth overflowed with attendees. Many came to see the brand-new 907X CFV100C 100-megapixel medium-format camera. In addition, Hasselblad showcased some highly limited edition cameras which inspired the 907X, like the original 907.
Outside of the 907X CFV100C, the X2D garnered much attention. Hasselblad stated this camera sold very well, beating expectations.
Hasselblad’s rep noted many young people seemed very interested in the retro designs of their cameras. Hasselblad cameras, however, are not necessary for beginners. Young guests at CP+ 2024 liked the design and performance, but were immediately surprised by the price. They are top-line, cameras, you know!
OBSBOT and other Makers
CP+ 2024 is an event that is very difficult to completely take in over one or two days, so I could not talk to every maker present. I did take note of some cameras that I saw outside of the above booths mentioned. One was OBSBOT. I recognized the brand because a friend of mine uses one of their NDI-capable cameras, and raves about it. They have a number of cameras available, all with 4K video quality, geared up with AI-enhanced subject recognition. These cameras were fun to interact with.
RAID, the distributor for RED Digital Cinema and accessories in Japan, had a smaller booth at CP+. Their V-Raptor and Komodo were on display, paired with accessories handled by RAID.
A while back, we shared an article talking about KODAK bringing back Super-8 with a digital-film hybrid camera. They had a booth showcasing the Super-8 Film technology. It’s great to see that this production form has not gone away and has increased in popularity.
Kandao had their 360 VR cameras on display. I used a headset connected with one that looked like a pair of eyes. That was a surreal view, but not as trippy as the high-mounted 360 degree camera. Really fun technology, but it made someone like me, not oriented with VR tech, completely dizzy.
CP+ 2024 Camera Makers Trends for 2024
As stated before, the trend for camera companies this year seems to be toward cameras that can be used for a variety of applications, not just singly photography or videography. Indeed, in similar vain, makers are looking to position their cameras as being accessible for beginners but simultaneously acceptable for seasoned pros.
It will be very difficult to match 2023 in terms of excitement over released gear. I think 2024, however, will really break records in terms of camera sales. We shall see! Next articles will cover lenses and accessories.
