Fujifilm wants you to dream big — or rather, dream narrow. Their much-teased, not-yet-existent X-Half camera concept has generated plenty of buzz, pixelated renders, and speculative headlines. But while Fujifilm crafts taglines like “Half the Size, Twice the Story”, you can already get the real half-frame experience with Kodak’s EKTAR H35 — for about $50 on Amazon. That’s not a preorder. That’s not a concept. That’s a cart-you-can-check-out kind of deal. So, before you line up to buy Fuji’s not-quite-there vertical shooter, let’s talk about a humble little plastic camera that already does the job — without the drama.
Buy the Kodak EKTAR H35 camera on Amazon | B&H | Adorama
Fujifilm Promises “Twice the Story.” Kodak Actually Delivers
In the article Twice the Story, None from the Camera: Fujifilm’s Missed Opportunity with the X-Half Concept Video, we’re reminded that Fujifilm’s slick promotional film offers “storytelling” but not an actual camera. It’s cinematic, sure — full of young creatives bathed in golden-hour light holding… well, nothing. The X-Half remains a promise, an idea wrapped in a lifestyle ad. Kodak, on the other hand, isn’t interested in TikTok montages or filmic poetry. Their EKTAR H35 is here, it’s real, and it’s taking photos — twice as many, to be exact, thanks to its glorious half-frame format. For every 36-exposure roll of 35mm film, you get 72 shots. Kodak’s slogan? “Half the Frame, Double the Fun.” A bit less poetic — a bit more honest.
Half the Frame, Double the Fun.
-Kodak
Half-Frame: Not a Patent. A Practice.
While Fuji’s team is busy filing intellectual property for camera bodies optimized for vertical content, Kodak’s already giving you the format — no patent lawyer required. In Fujifilm’s Vertical Vision: Unpacking the Patent Behind the Anticipated X-Half Camera and the Digital Rebirth of Provia, we dive deep into the company’s plan to digitally reimagine a vertical shooting experience alongside a resurrection of classic film stocks like Provia. It’s an ambitious idea, sure. But while Fuji tinkers with digital nostalgia, Kodak leans into the real thing. Load film. Shoot. Wait. Repeat. The EKTAR H35 doesn’t simulate a retro feel — it is retro. Right down to the single AAA battery it takes to power its built-in flash.
Buy the Kodak EKTAR H35 camera on Amazon | B&H | Adorama
No Reinvention Required: The Future is Already in Your Backpack
Fujifilm’s bold branding spin is fully examined in Fujifilm’s Bold Bet: How the X-Half Aims to Reinvent Photography for a New Generation. That article highlights how the X-Half aspires to create a new visual language tailored for social media platforms. And you know what? That makes sense. But let’s not pretend this is a reinvention of the wheel — it’s a smaller rectangle. Kodak figured it out decades ago. Half-frame cameras have long existed as a way to save money, shoot more, and carry less. The EKTAR H35 revives that concept in its purest form: small, affordable, and just fun. For students, travelers, nostalgic hobbyists, and yes — even influencers — this camera makes a case for slowing down. It asks you to think about each shot. Not because you’re calculating gigabytes, but because film costs money and mistakes aren’t deletable.
Final Frame: Buy the One That Exists
If you’re a dreamer, a spec-chaser, or someone with a “Concept Cameras” Pinterest board, the X-Half might still excite you. And if — someday — Fujifilm launches it at a semi-rational price, we’ll be first in line to test it. But if you’re someone who likes taking photos now, and you enjoy the tactile joy of loading film, then Kodak’s EKTAR H35 is already waiting for you. No buzzwords. No firmware updates. No existential debates about vertical storytelling. Just a half-frame camera. Twice the shots. All the fun 🙂
