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Fujifilm to reintroduce Fujichrome Velvia 50  
Wednesday, November 15, 2006 | by Rob Galbraith

Fujifilm has announced their intention to bring back the recently-discontinued Velvia 50 to its Fujichrome line of slide films. The reintroduced film has been dubbed Velvia II for the moment, though a press release indicates that the final name, as well as firm ship dates and pricing, will be set later. The new film is expected to ship in late spring 2007 in the U.S., and perhaps other world regions as well.

More information is in the press release below.

Press Release

FUJIFILM TO RE-INTRODUCE FUJICHROME VELVIA

Valhalla, NY, November 14, 2006 - FUJIFILM U.S.A., Inc. is pleased to announce plans to re-introduce an ISO 50 Fujichrome Velvia professional film, tentatively named Velvia II. Fujichrome Velvia (RVP 50) was the first high color saturation, high contrast transparency E-6 compatible film when it was introduced in 1990 and was a favorite among photographers. Its discontinuation was announced last year due to difficulties in procuring some of the raw materials used to produce the emulsion.

"Since we announced the discontinuation of Velvia 50, we have been inundated with requests from photographers worldwide to continue production," said Christian Fridholm, Director of Marketing, Picture Taking, Imaging Division, Fujifilm USA. "They had used Velvia for many years and consider it unmatched in terms of quality and character. One of Fujifilm's main priorities is to nurture the culture of photography, so we took those requests very seriously."

As a result, Fujifilm research and development teams have developed substitute raw materials and new manufacturing technologies that enable the company to restart production. The new film is expected to be available in late spring 2007. The characteristics of the new emulsion will mirror that of the previous product.

"We are pleased to, once again, demonstrate our commitment to photographic film and to our photographer customers," concluded Fridholm. Specific details, including naming, pricing and shipment dates will be announced when they become available.

About Fujifilm
Fujifilm brings continuous innovation and leading-edge products to a broad spectrum of industries including medical, life sciences, consumer electronic, chemical, graphic arts, information systems, photography and office products based on its vast portfolio of digital, optical, fine chemical and thin film coating technologies. The company provides products and services that contribute to the advancement of culture, science, technology and industry, as well as to improved health and environmental protection. It is the global leader in digital minilabs; Computed Radiography systems; ink dyes, pigments and UV inks for inkjet printers and materials used in the production of flat panel displays. It was ranked number 18 for U.S. patents granted in 2005, employs more than 75,000 people worldwide and in the year ended March 31, 2006, had global revenues of $22.8 billion.

FUJIFILM U.S.A., Inc., Valhalla, NY, is a U.S. marketing subsidiary of FUJIFILM Corporation, Tokyo, Japan, providing digital and analog photographic Imaging Systems, Recording/Storage Media and Motion Picture Film products and services to consumers, professionals and businesses.

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