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Last week, Kosmo Foto reported on another Fujifilm discontinuation. This time, they’re axing Superia X-Tra, an ISO 400 colour 135 film:
This film was long gone from the shelves in the US & Canada (+presumably the EU), yet it was still sold in Japan (see analog.cafe/comments/nfg3 #video)
Fujifilm is famously secretive about its film production lines, at least in the anglophone world (Kosmo Foto’s Stephen Dowling often has to translate Fujifilm’s announcements from Japanese to get the news across). This tight-lipped approach likely gave rise to a conspiracy theory which suggests that Fujifilm stopped making films decades ago, and we’re simply buying frozen stock. (I don’t think it’s true; all evidence points to the contrary).
However, back in 2021, Fujifilm exec Mark Reynolds came to meet photography retailers in the UK to assure them that Fujifilm is “committed to analogue products” (35mmc.com/10/11/2021/inter…, additional write-up & context: analog.cafe/r/film-photogr…). At that meeting, Mark said that restarting the production of Fujifilm Pro 400H is an “ongoing conversation.”
This is all I could think of when I saw Yvonne’s video last month. Unfortunately, instead of Pro 400H, we’ve got another discontinuation. 👎
