Leica Sofort instant camera officially announced

leica-sofort-instant-camera-mint
The Leica Sofort instant cameras are now officially announced. The US price is $299 and pre-orders are currently open at:

Leica Sofort features / specifications:

 

Technical features LEICA SOFORT
Aperture / Focal length: 60mm f/12.7 (34mm in 35mm equivalent)
Focusing Area: Standard: 0.6m - 3m

3 Focus Steps: 0.3 - 0.6m (Macro) / 0.6m - 3m (Standard) /

3m - infinity (Landscape)

Shutter Speed: 1/8 - 1/400 sec (Mechanical shutter)
Viewfinder: Optical real image viewfinder 0.37x with target spot and parallax compensation for macro mode
Mode Dial / Mode Button: Automatic, Selfie, People & Party, Action &  Sport, Bulb, Macro,

Self-Timer, Double Exp.

Exposure / Exposure Comp.: Time automatic / -0.7 EV / 0.0 EV / +0.7 EV
Light Metering: Automatic exposure control LV 5.0 - LV 15.5 (ISO 800)
ISO Sensitivity: ISO 800 Instax film
Self-Timer: 2 sec / 10 sec
Built-in Flash: Automatic electronic flash with auto brightness adjustment.

Modes: Auto, Forced On, Forced Off, Forced On with red-eye reduction

Power: Li-ion battery pack (3.7V, 740mAh, 2.6 Wh) (included)
Battery Life (Approx.): 100 pictures at 20°C
Dimensions (W x H x D): 124 x 94 x 58 mm
Weight: With/without battery: 325g / 305g

The cameras are made in China. There is also some Leica Sofort accessories:

leica-sofort-instant-cameras-accessory

Additional photos of all three Leica Sofort models:

UK pricing:

The Leica SOFORT instant camera in a choice of white, orange and mint is scheduled to be available from November 2016, at a suggested retail price of £215 including VAT.

LEICA SOFORT colour film pack (10) - £9.50
LEICA SOFORT colour film double pack (20) - £15.50
LEICA SOFORT monochrome film pack (10) - £11.00
LEICA SOFORT black or brown case - £24.00
LEICA SOFORT strap (black/white, mint, orange) - £15.00
LEICA SOFORT postcards (3 piece set) - £8.00
LEICA SOFORT box set (3 piece set) - £8.00
LEICA SOFORT photo album - £20.00
LEICA SOFORT photo presenter - £16.00

Press release:

leica-sofort-instant-camera-colors

Leica Camera Unveils Leica SOFORT

First Instant Film Camera from Storied Camera Brand Puts Photographs Back into People's Hands for Tangible, One-of-a-kind Pictures

NEW YORK, Sept. 15, 2016  -- Leica Camera proudly welcomes the newest member of its family: the Leica SOFORT. The SOFORT instant camera boasts a unique Leica design with special features, offering quick and easy access to photography that will have users seeing and sharing real photographs within seconds. With the SOFORT, Leica brings its photographic expertise, commitment to creativity, and ease of use to the world of Instax instant photography. The Leica SOFORT provides opportunities to create small tangible works of art and lasting memories.

The Leica design team has developed the SOFORT to differ from other instant cameras in a number of essential aspects. SOFORT users will be equipped with a camera that not only comes in stylish choices of orange, white and mint colors that reflect the light-hearted fun of instant photography, but also an easy-to-use creative tool that can handle more dynamic situations than a traditional instant camera. In automatic mode, the SOFORT utilizes available light as much as possible before triggering the flash, creating pictures with a more authentic, natural look that are one-of-a-kind and cannot be replaced or reproduced.

In addition to preset modes for Automatic, Party & People, Sports & Action, Macro and the creative possibilities of multiple exposures and time exposures, the SOFORT also has self-portrait and self-timer modes. The camera automatically adapts exposure time and aperture to the mode the user selects. The SOFORT even offers options for manual control overrides: focusing distance can be changed independently of the presets, the flash can be turned off entirely and image brightness can be set higher or lower. And, to make it easier for those fond of self-portraits, the SOFORT has a rectangular mirror on the front for easier framing.

The SOFORT works with both color and black-and-white film. In a nod to the nostalgic character of instant photography, the border frames of instant film offered by Leica for the SOFORT are a warm cream color. All Leica SOFORT film packs come with 10 exposures. Color film is also available in double packs of 20 exposures. 

Easy to use and fun to accessorize, Leica SOFORT will see a comprehensive range of accessories for both the camera and its unique pictures. Carrying straps are available in mint, orange, and black & white to perfectly match the colors of the camera and keep it secure, while stylish Leica SOFORT cases for protecting the camera come in black or brown. SOFORT owners who'd like to display their work can purchase SOFORT Postcards offered in sets of three with different designs integrating the instant picture, a SOFORT Photo Presenter which can be filled with photos and put on display, or a classic SOFORT Photo Album for storing even more of life's tangible instant memories. SOFORT Storage Boxes round off the selection of accessories for conveniently storing your favorite pictures, available in sets of three with each set including mint/black, white/black and orange/black boxes.

The Leica SOFORT will begin shipping to Leica Stores, Boutiques and Dealers in November.

Film (available November 2016)

Color film (pack with 10 exposures)
Color film (double pack with 20 exposures)
Black and White film (pack with 10 exposures)

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  • James Donahue

    I just don’t know what to say.

    • Mistral75

      1/ People at Blackstone are greedy.

      2/ The Fuji Instax business is insanely profitable.

  • Bo Dez

    lol – Leica – “Official partner of Photokina 2016”, “focussing on the professional” with a consumer instant camera, one lens for an undeveloped system and a firmware release. Yee-hah.

    • There are more things to come – SL lenses and maybe a surprise 🙂

      • Semido

        Any idea what that surprise might be? Does it start with M?

        • Yes, that would be the surprise, but after releasing the Titanium limited edition, I am not so sure.

          • Rosa Michaels

            … maybe the new M is not an M ; maybe it’s Leica’s version of Fuji X-Pro2 .
            Leica M Pro . Modern
            Leica M 240. Iconic .

          • If true, then they did a good job keeping it a secret.

      • Enche Tjin

        I hope the surprise will be rangefinder design full frame L-mount and compact 21mm f/2.8, 35mm f/2, 50mm f/2 and 85mm f/2.4 lenses.

  • daniel gautreau

    Made in China, good luck with that….

  • Semido

    Leica, please use whatever money that piece of your soul was worth, and churn out a wonderful successor for the M240. Ideally, something closer to the size and weight of the film Ms.

    Thanks.

  • br0xibear

    Would have looked nicer and more Leica like if they’d have used the instax mini 90 neo classic as a starting point (which is far cheaper and has better controls).

    • Timothy Rule

      Same spec sheet as the Neo 90 … so guess where they started 😉

      • I am now curious if Fuji will have a new model announced at Photokina.

      • br0xibear

        Sorry, I meant the design.

        • Timothy Rule

          yes, the red dot on the Neo 90 is more than sufficient. It’s quite fascinating, what they think their branding is worth.

    • Bo Dez

      That looks nice but I don’t think they want it to look like their other cameras on purpose. It would change their brand perception at this price point.

    • I’m still trying to figure out what advantages the Leica version has over the Fuji. So far it appears to be a near clone. Even that lens looks identical.

      And you have to love “In true Leica style, the camera takes advantage of available light for as long as possible when shooting in auto mode, without triggering the built-in flash – resulting in pictures with a more natural and authentic look. ” Nicely written but doesn’t every other camera on today’s market do the same thing?

      • Bo Dez

        It’s just a clever cash cow. It’s marketing genius I think and I don’t understand why other brands haven’t jumped onto very profitable and low competition bandwagon. I think it’s great in that it means more capitol for Leica, which will filter down to make better real cameras with.

        • Mistral75

          Which will rather filter up into their shareholders’ pockets…

        • That is true, just like the limited editions. You cannot blame them for trying to make money.

      • I did not find any advantages except the better design and I was expecting at least a better lens from Leica.

        • I think it’s a similar deal to what Leica has with Panasonic LX cameras, the insides and structure is basically the same, just parts of the design is different. It’s a Fuji rebadged as Leixa Sofort.

          • Yes the Sofort looks very much like the Fuji Neo 90: http://bhpho.to/2crRR7I

          • photomanayu

            The funny thing is the Fuji Neo 90 is meant to be use vertically, that’s why there’s the 2nd shutter button in front. The Leica Sofort don’t seem to have that 2nd shutter button. With no grip on the right side, it seems very uncomfortable to hold onto with landscape position. Just watch the promo video, the girl is holding it all award in the VW. They also took away the tripod socket…bulb mode…….

        • photomanayu

          I sure hope it will be a better lens from Leica. In the photo it doesn’t seem like it tho. I always wanted a instant camera with better optics, the MINT Instantflex TL70 TLR is $380USD. If this camera have better optics then the Fuji Neo Classic then I guess it isn’t so bad after all.

      • br0xibear

        I don’t know if the numbers are wrong, but the Fuji site says the Exposure control on their version is ±2/3EV, +1EV
        which is different from the Leica one, that’s why I said “better controls”. The Leica is slightly heavier…apart from that I don’t see any differences spec wise.

      • ZMWT

        Leica can offer greater incentives towards camera shops. If Fuji can offer, say, 25% (out of $150, which is $37), Leica may comfortably offer 40% ($120 out of $300; Leica still covers costs because they are cosmetic only). So which deal has more incentive? This is not expensive camera at all considering that it will produce hundreds of permanent memories instantly. In short, this Leica is made to sell other Leicas and come in places where other Leicas are banned from.

  • MrWelshB

    Speechless. But let’s just hope for better news to come.

    • The Leica Summilux SL lens should be next and then the new TL.

  • Sergey R.

    Pfff…

  • ZMWT

    This is a great move. Instant cameras are insanely popular among teenagers and are great Christmas and birthday gifts. Most camera shops plainly refuse to sell Leicas (many factors are involved, including incentive$ offered by the big Japanese cheeses which small Leica cannot meet). With this camera, though, Leica may approach differently and likewise offer even better incentives to camera shops and marts.

  • I bet they sell a tonne of these at great margin.

    You don’t have to be grateful if this isn’t for you, but it’s worth at least acknowledging that the Leica brand has a currency in fashion-conscious (read: price insensitive) circles and that money generated by Leica-branded consumer cameras contributes to the health of the company.

    One of the things people like about Leica is their commitment to strong post-sales service (like no-questions-asked sensor replacement for years-old and even second hand M9s). Licensing products like this help them keep those promises.

  • RP Photography By Design

    In a funny kind of way i like it, could be a fun camera to use (id probably use it to take an image of new model to go on are pin board)

  • DouglasGottlieb

    I wish the Leica Sofort shot the larger format instant film from Fuji instead of InstaxMini. Or the forthcoming square format from Fuji. Or even Impossible Project film. Mini is too mini for me. Nice design, however. But agree with other posters that the Neo is actually nicer. And what’s with the lens, Leica?

  • Charles

    Is this 1983?
    Or am I missing something?

  • Jim Nooney

    Four questions…

    1 Am I the only one who didn’t hear the deafening roar coming from photographers begging for a Leica INSTANT camera?

    2 What is the expected turnaround time for service on the Sofort cameras? 😉

    3 When will the Safari Edition Sofort be announced? (So that Leica can proudly claim bragging rights for the world’s most expensive INSTANT camera. Oh wait… I think they just announced the world’s most expensive instant camera!)

    4 Any truth to the rumor that a free Sofort will be offered as compensation to any dissatisfied M9 owners who experienced sensor corrosion issues?

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