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

LUTs. The people want LUTs! Or at least that is what Panasonic thinks with its new $1,500 Lumix S9. 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.

A LUT, which stands for “Look Up Table,” is a way to alter the color or look of an image via a mathematical formula. In the most basic terms, you can think of it as a fancy way to say “filter.” And the New Lumix S9 can internally store up to 40 different LUTs, though one is reserved for a permanent V-log to 709 LUT.

Using the new Lumix Labs app, you can make custom filters, or you can browse over 80 different filters made by select content creators. Once you’ve made your selection, you can then download them right to the S9. And much like the Fujifilm X100VI, which is known for its robust offering of filters that mimic Fujifilm film stocks, Panasonic is hoping the ability to quickly move between looks will cut out the need to edit photos afterward. 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. For example, I don’t think we will be seeing any cheesy Instagram-esque filters that apply loads of grain or outlandish hues.

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. For example, the camera comes in four different colors — jet black, crimson red, dark olive, and classical blue — that are sure to turn heads.

However, there are problems. To begin with, the S9 lacks any sort of front grip. In my short time with the S9, I found myself baffled by the choice to make the front of the camera (a crucial point of contact for the right hand) flat. The only form of a grip comes in the form of a small thumb rest around the back, which simply isn’t enough for long use. I also missed having a viewfinder on a camera positioned as a hybrid photo / video device. Although the articulating screen can accommodate most shooting positions, nothing beats the experience of pressing my eye up to a viewfinder to find a frame.

Internally the S9 boasts the impressive video specs that the Lumix brand is known for. This includes a 24.2-megapixel sensor that can shoot up to 6K, 30FPS 4:2:0 10-bit video, and a 5-axis IBS unit that is known for its impressive stabilization. But with the camera’s smaller size came the need to cut out the cooling fans of the Lumix S5II, so I will be paying attention to any overheating in my future use.

Tune in to the video above for sample photos from the S9.

The Lumix S9 will be available today for $1,500. And for Lumix fans who want the power of the Lumix S5 II in a smaller body, the only question that remains is: green, red, blue, or black?