Fujifilm resurrects B&W film as millennials turn from digital to analog

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Fujifilm is joining Kodak in the slow process of resurrecting some of its analog film products. The company credits millennials and generation Z consumers with the renewed interest in analog photography, a market that previously dwindled to near eradication under the growth of the digital medium. The company plans to resume production of a black and white film product.

On Monday, Fujifilm announced plans to launch the Neopan 100 Arcos II black and white film product. This 100 ISO film will be offered in 120 and 35mm formats, but the launch will happen gradually with the film hitting shelves in Japan first. Based on the demand it sees, Fujifilm says it will introduce the film in other markets, as well.

Fujifilm’s decision to resurrect its black and white film comes a little over a year after the company announced the end of its last B&W film and photo paper items, highlighting the rapid uptick in analog photography demand. The original Neopan 100 Acros film was killed in April 2018; the revived version will arrive some time this fall.

According to Fujifilm, the Neopan 100 Acros II film will feature a fine grain and sharpness, as well as ‘unsurpassed resolution’ and ‘exceptional detail.’ The film will be suitable for use in a variety of scenarios at different exposures, the company says.

When compared to the original Neopan 100 Acros, Fujifilm says the new version will offers ‘exceptional three-dimensional gradation even in bright highlights.’ The news follows Kodak’s slow return to analog photography with the relaunch of its Ektachrome film, which is itself a response to the growing demand for film, not digital, cameras.

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