Supply and Demand Pains: Fujifilm Film Prices to Jump 20% Later This Year


Last week we reported that Fujifilm is planning to increase its film prices by 25% starting this month due to decreased consumer demand. Turns out that was specifically for the Japanese market, and that the hit won’t be as serious in the United States.

Instead of a 25% hike this month, photographers in the US will be seeing a 20% hike starting on July 1st, 2013.


Fujifilm USA announced today that it’ll be raising prices for both instant cameras and its entire line of photographic films:

Prices for consumer and professional photographic film, including black and white, color negative, color reversal films, as well as consumer One-Time-Use cameras (OTUC) will increase by approximately 20%.

The price increases are a result of the continuing decline in demand for film products, the high costs of production, and the increased expenses associated with raw materials, including silver and petro-chemicals, and energy. Under such circumstances, and despite efforts to maintain production costs, Fujifilm is unable to absorb these costs entirely and must implement price increases at this time.

Japanese economic news website Toyo Keizai recently did a report on Fujifilm’s declining film sales and created this graphic showing how Fujifilm’s business has changed between 2000 and 2010:


The relevant color to look at is red — it’s the color that indicates film sales. In 2000, 19% of the company’s business was in selling film. Just one decade later, that number has plummeted to 1.5%. No wonder we’re seeing double digit increases in the price of Fujifilm film…

(via Fujifilm and tokyo camera style)

Image credit: P1020975.jpg by cloneofsnake, P1020974.jpg by cloneofsnake

  • DamianM

    Glad to pay it.

  • ennuipoet

    Seconded, with Kodak teetering on the brink of doom, I am more than willing to pay more to keep film alive!

  • KH

    Rather see a marginal price increase instead of the film disappearing.

  • droops

    im not the smartest man, but supply and demand (fundamentally), when referred to means the price increases as demand increases, not price increases when demand decreases. Aside from material cost increases I mean

  • Sabrunto

    …and that’s how film lost 3/4 of their supporters and dig it’s own grave even deeper.

    20% is a pretty big increase. Not worth anymore to keep your old analog camera except for show in a museum case.

  • DamianM

    It makes you choose your photograph and not go machine gun shooting.
    Patience and discipline.
    Quantity /= Quality.

  • Sabrunto

    Regardless of the totally unrelated matter of your comment, I will answer.

    I don’t know about you, but I do not like wasting Gigabytes of RAW files, nor my time, having to go through a hundred files to find a good one.

    If that’s how you shoot in digital, you totally lack of such mentioned “discipline” and then I would understand how and why you need the limitations imposed by the use of film.

    In the other hand, when you are working and you need to capture specific moments (journalism or event photog), it can come handy being able to shoot 5 to 10 pics knowing that it’s not going to cost you more (by not having to pay for the chemicals to process the film. for the film itself) and knowing that you got at least one pic of the moment and that you will get payed.

    So that’s a pretty invalid argument. Back in the good days of film, most people that worked professionally taking pictures wouldn’t spare any expense on getting the right shot.

  • Duke Shin

    Pic unrelated
    Jimmies shall be russel’t

  • DamianM

    Okay okay your right and im wrong.

    But im not wrong

  • Conner

    *you’re* not your

  • DJ

    Yeah but the problem is that Revenues = Price * Quantity. Furthermore, there are fixed costs like the costs of the factory and some types of labor. If Fuji wants to keep paying for those fixed costs, it needs to keep revenues up. And if Quantity is going down, it needs to increase prices.

  • Disqus

    Revenues are the RESULT of price x quantity, and Price will influence not only revenues but also quantity.

    Given a certain amount of Demand, if you increase the price, expect Quantity to drop and revenues to either stay the same or drop too.

    Drop the price, and Quantity “may” stay the same but usually increases, thus resulting in higher revenues.

    Cost increases are not the consumers’ fault. Companies must DEAL WITH IT. Unless…

    … they are in an oligopoly, with few providers and many consumers… hello Film market!

    No wonder they will get away with this!