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Panasonic wants to play Fujifilm’s filter game with the new Lumix S9

The Panasonic Lumix S9 is a $1,500 full-frame camera with a custom color filter button.

The S9 is a full-frame, interchangeable lens, mirrorless camera that has most of the guts of the Lumix S5 II, but with a new slimmed-down body and a dedicated “LUT” button on the back. In theory, this is a great idea that allows users more control over what happens in the camera, but its success will heavily depend on Panasonic filling the app with pleasing choices — which the company tells me it has plans to do, albeit slowly in order to maintain high color standards. In fact, the S9 appears directly aimed at the thousands of folks who can’t get their hands on a Fujifilm X100VI — not only as far as filters are concerned but also with the S9’s flashy external styling.

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