We now finally know what the Ricoh GR teaser I reported last year is about: today Ricoh announced the RICOH GR III HDF and RICOH GR IIIx HDF cameras featuring a newly-developed Highlight Diffusion Filter (HDF) that diffuses highlights for softer light, creating more expressive images. The HDF, which can be turned on and off. This special-effect filter diffuses highlight areas and creates a blurred effect along the image’s edges, making it possible to produce images resembling those captured in film photography or vintage movies.

Pre-order links:

• B&H Photo (US)
• Foto Koch (Germany)
• WEX Photo (UK)
• Coming soon: Adorama | Amazon

Highlight Diffusion Filter sample photos from the new Ricoh GR III/x HDF cameras:

Highlight Diffusion Filter sample photos from the new Ricoh GR III/x HDF cameras

The full press release can be found here:

Ricoh GR III HDF & GR IIIx HDF cameras additional coverage (recap)

Just announced: new Ricoh GR III HDF and Ricoh GR IIIx HDF cameras with Highlight Diffusion Filter (HDF)

Via PentaxRumors

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Pentax USA is teasing on social media about a “Big Announcement Coming Soon“:

The Pentax film camera is expected to be announced this summer, and I don’t think this teaser is for it:

The new Pentax/Ricoh compact film camera will be announced this summer and will be designed for vertical-position shooting, using a half-size format

Via PentaxRumors

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The Ricoh teaser from yesterday is for a new Pentax K-3 Mark III Monochrome limited edition camera with HD PENTAX-DA 20-40mm f/2.8-4ED Limited DC WR lens that will be announced very soon (this week most likely):

Coming soon: new Pentax K-3 Mark III Monochrome limited edition camera with HD PENTAX-DA 20-40mm f/2.8-4ED Limited DC WR lens

Update - officially announced:

Officially announced: Pentax K-3 Mark III Monochrome 20-40 Limited lens kit

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Fujifilm was the first to implement this with the X1000VI if I am not mistaken, and now Ricoh is doing it as well with the new GR III HDF and GR IIIx HDF cameras:

"Sales will start from April 12th (Friday). RICOH GR III HDF/ RICOH GR IIIx HDF will be sold only at the official online store. However, access was concentrated on the day of delivery, making it difficult to connect, causing inconvenience to customers. Based on this, we regret to inform you that we will be selling items by lottery starting from the sale of items that arrive after Friday, May 17, 2024."

Ricoh Japan temporarily suspends orders for the new GR III HDF and GR IIIx HDF cameras, implements lottery system

A simple notice of a delay because of high demand is no longer good enough to show how superior a product is - now, we need a lottery system. Somebody in the marketing department got a promotion and a bonus for sure!

Check the Ricoh GR III HDF & GR IIIx HDF cameras availability at:

• US: Adorama | B&H Photo | Amazon (coming soon)
• Europe: Foto Koch (Germany) | WEX Photo (UK)

Via PentaxRumors

The post Get used to the new marketing trick of camera companies: lottery system to allow you to buy the latest and greatest camera appeared first on Photo Rumors.