Fujifilm price rise – What does it mean for you?


by Bellamy /

2 min read

Fujifilm price rise – What does it mean for you?
Fujifilm are at it again, upping the prices of their film range. If this seems like it was not long since the last one, you would be right. It was only last year that they announced a 20% increase in film prices across the board. And now they are going to be raising their prices again, as you can see here on the Fujifilm website.

So what does this mean for the consumer? Well, the news is not good really. As this could mean larger price rises, depending on your country and the import duties that are applicable. It also means we are locked into a destructive cycle, that will ultimately end in Fujifilm ceasing production of film. Every time they increase the price it makes it harder for people to buy the products, which means less are sold and then the price has to go up again. This also means that the price of developing film will go up, as the chemicals used to do this become more expensive.

I have made no attempts to disguise my dislike for Fujifilm’s policy towards their film customers. It seems like they view us as an inconvenience and something that they cannot wait to get shot of. I have written about this in the past, click here.

So, what happens now? Well, the prices will get higher and eventually the products will be cut. Which is a shame, but it is not the end of the world. There are still other companies making film, Adox, Agfa, Kentmere, Ilford, Kodak, Rollei, Foma and the new kid on the block Lomo. And some of them are trying to progress and make new film or different emulsions.

What can you do? Well, you can buy more film, that would help. But you could also change the way you shoot. Be aware that films are going to change and prepare for it. Check out what your alternatives are and stock up with them and practice. Save money by developing at home, which is also good for developing your style, the money you save could be put towards buying more colour film or colour developing, whatever tickles your fancy.

Help promote film photography too. Start a group, or join one and tell people about film. It seems that with the general consumer many people are unaware that film still exists, so show them. Be vocal and share with others the joy of shooting with film and it will get stronger. Vote with your shutters, people. Get out there and shoot. And screw Fujifilm, we can find alternatives.


24 comments on “Fujifilm price rise – What does it mean for you?”

    Dennis VanPatty March 24, 2013 at 1:20 pm / Reply

    Been paying 3.25 at bh photo for years for tri-x and if i order online rebranded its like 2 bucks , so I never used fuji for it’s price to begin with..

    i know tri-x is not great , but it’s a great daily use film

    Vee March 24, 2013 at 1:48 pm / Reply

    I love how you said “Vote with your shutters, people”. Makes me proud to be a film advocate.

    Anyway, I’ll be going down to Tokyo this end of April. Would love if you can give me some advice on where to head to for Film and film cameras. I’m from Singapore. So happy to know that there are people like you out there talking and “preaching” about the beauty of film photography.

    Jukka Watanen March 24, 2013 at 3:09 pm / Reply

    Dear Bellamy,
    I think you might remember I am a avid film shooter (I don`t HATE Digital, just prefer film, and BULK film..) I have promoted developing film by yourself on my “tech blog”
    .. Here: http://jwphblog.blogspot.fi/ I hope it shows how EASY it is, provided you have a basic understanding of the process an a few tools to do it. After a while you get JUST THE NEGATIVES you are lookin for, and in great, clean quality.
    Hope you post this.. regards Jukka Watanen

    Simon Kidd March 24, 2013 at 4:02 pm / Reply

    I stopped buying ‘regular’ Fuji film products long ago, due to cost before the price increases, only occasionally buying FP100C for pack cameras. I lean towards Foma and Adox films now, the quality decrease isn’t as much as people claim and very affordable especially if you buy from sites like fomafoto.com.

    I think Fuji are pricing themselves out of the market to maybe justify closing their film side and this push all their resources into their digital corner, why else would you screw over your film user community? Just an uneducated idea mind.

    Jürgen March 24, 2013 at 5:17 pm / Reply

    All Fuji wants from us consumers, is us to buy their X-series digital cameras. For the next few years I they will continue to increase the prices for their film products and then they will announce they quit the film business all together, for a ‘lack of demand’. It’s sad but there’s nothing we can do about it.

    Ian johnson March 24, 2013 at 5:56 pm / Reply

    It’s all very well, if you shoot B&W, to say that there are lots of alternatives if Fuji stop making films. However, if you only shoot colour you have only Fuji and Kodak. If we lose Fuji that is the end of colour reversal film since Kodak no longer make it. So you’ll forgive me if I would prefer it that the company continue to make and sell these WONDERFUL products.

    Tobias W. March 24, 2013 at 6:13 pm / Reply

    I never shot Fuji B&W films, mainly because they’re very hard to get in Germany in the first place. When I shoot real B&W film (not C41), then I lean towards Kodak 400TX and Ilford Delta 400, sometimes APX100 which is the easiest to get and pretty cheap. I haven’t started processing at home which loses me a lot of money at labs for B&W processing. So, I will shift to both using more Kodak BW400CN (C41) and start developing the Tri-X at home.

    It’s a pity, film is getting more and more expensive. With prices in actual shops up to 200% of online retail prices, film will die very soon as average people will not spend that kind of money, making it even more expensive for people like us. In continental Europe, I mainly order from macodirect.de or nordfoto.de, whichever one is cheaper.

      Tobias W. March 24, 2013 at 6:56 pm /

      And just in spite, I have just put in an order for 30 rolls of films online, Tri-X, BW400CN and Portra. I have plenty of room in the freezer. :)

    Marco Castelvecchio March 24, 2013 at 10:09 pm / Reply

    I’m sad. I’m a huge fan of Acros, even if in Europe is almost impossible to find. They stopped selling it in France since 2009. The only way I have to get it is going to NYC at B&H, because import taxes make it totally unfeasible to order online. Raising prices is another way to kill the product, as more people will go looking for cheaper emulsions, like Adox Silvermax. Shame that Adox does not produce 4×5 sheet or 120 for that, otherwise we would be able to forget Fuji for good, as unpleasant as it is. I always loved Fuji products, but it seems Fuji never loved his customers. What’s the point in being loyal to the brand then?

    Dave Lam March 25, 2013 at 1:29 am / Reply

    I’ll gladly take a price increase over discontinuing the film altogether. Honestly if we are to love film, no matter the price we should be able to still shoot it. If not, then digital will be the only way to enjoy it.. oh and applying those filters so it looks filmy.

    Robert March 25, 2013 at 2:35 am / Reply

    I think the problem is also that number of film buyers decline in total, the people who are picking up film photography simply cannot make up for those giving it up. That at least contributes to rising prices, or I’d rather say is in my opinion the main factor. And Fuji simply reacts to the market situation, which in the end might lead to them having to shut it down. Smaller market will lead to a consolidation of producers.

    So I don’t really see what Fuji could do differently in terms of policy?

    As sad as it sounds, film becomes more and more a nieche of dedicated enthusiasts, which then have to be willing to pay the price.

    Cheers, Robert

    Olivier Sylvestre March 25, 2013 at 4:46 am / Reply

    I prefer they raise the price then simply stop making film…

    Michael Ward March 25, 2013 at 10:30 am / Reply

    Hi Bellamy,
    Another good post.
    Fuji have long history of niche marketing premium products ‘film’ has just become another…

    ZDP-189 March 25, 2013 at 3:22 pm / Reply

    Fujifilm needs to strike a balance between price point and volume of sales in order for its film business to survive. I buy more film than most consumers and professionals alike and a price increase like this will not put me off using a film I like. A hike is better than cancellation, such as Kodak’s across the board termination of its slide film.

    Roberto March 25, 2013 at 4:43 pm / Reply

    Hello everybody,
    it’s a sin that Fujifilm adopt this policy, furthermore if you think they are still making film cameras with Fuji.
    I’m not a big fan of Fuji films in b/w, I usually shot Provia when I need color in120 size, otherwise I’m happy with Kodak emulsions (the magic Tri-X, the beloved and discontinued Tmax 3200). Ilford seems to be one of the most brand still interested on us film users (HP5 is still my choice when I want medium contrast and crispy grain).

    Petr Vorel March 25, 2013 at 7:43 pm / Reply

    I have actually quite a love/hate relationship with Fuji. I love their reversal and print films and I can’t imagine loosing the possibility to shoot them. However I just don’t understand why are they doing this. I thought the film division was prosperous.

    Sean March 25, 2013 at 8:31 pm / Reply

    It’s their film, they can do what they want.

    I’m grateful they’ve stuck around so long.

    Ben March 25, 2013 at 10:32 pm / Reply

    I suspect that they are aware they have a monopoly on e6 and know most of their film customers are enthusiasts who are not that price sensitive. What I will do us buy up big from the usual NYC online stores and put it in my freezer. Velvia is awesome

    Paul Coates March 26, 2013 at 4:14 pm / Reply

    Bellamy, It is sad news to hear prices rising again. But like you said, if we all try and promote film hopefully things will improve! That’s one of the reasons I started my blog. Not sure I’m having as big an impact as I’d like though!

    Keep up the great work!

    OngKK March 26, 2013 at 11:25 pm / Reply

    It makes it more difficult to get film in my country Malaysia.. due to price rised and low demand here.. i bet the distributor might cut the stock they import

    Kye March 27, 2013 at 10:16 am / Reply

    So sad. Even though I’m late to the Fuji party I absolutely love Neopan 400 shot @ 1600.

    Jon March 28, 2013 at 9:02 am / Reply

    “Dave Lam – I’ll gladly take a price increase over discontinuing the film altogether.”

    Same here.

    Dave Powell March 29, 2013 at 11:47 am / Reply

    I am with the others and will take a price increase vs. a discontinued line. It is simple supply, demand and cost of production.

    von Hayek March 30, 2013 at 8:55 am / Reply

    I’ll throw fuel on the fire with this article:


    Agree with it or vociferously not, it is provocative.

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