Fujifilm updates its film product listings, leading to some hope and confusion.
Reddit users found two updated pages on the Fujifilm website listing the discontinued Fuji Pro 400H and Fuji Superia X-Tra films. Several users confirmed seeing the update in their language versions of the page, except Japan.
Fujifilm Canada even gave an email response, but it still felt confusing as it stated, “Superia X-Tra 400 and 200 speed film are available for purchase. Unfortunately, Pro 400H has been discontinued.”
Fujifilm does not brand their new colour ISO 200 and 400 films as Superia X-Tra; instead, they are marked as Fujifilm 200 and Fujifilm 400. It’s possible that the employee who responded meant that the current film line-up is staying as-is, with no revival in progress, and simply made a mistake in the namings.
Indeed, many in the discussion suggest it’s a bug in Fujifilm’s CMS, which I feel is most likely.
In the past, Fujifilm reps teased a possible revival of the Pro 400H film, which has not (yet?) materialized.
I love PetaPixel’s take on this Fujifilm development.
I hope that they are right, and “It would be very bizarre to bring that [pages about formerly discontinued Fujifilm stocks] back online if the film is not truly back in production.”
My suggestion that this event was a bug does not exclude the possibility of a premature deployment. If that’s the case, we may be seeing three highly-regarded, discontinued Fujifilm stocks back on sale!
Unfortunately, the above listing has the expiry date blocked off, which says 2021-02 on the Canadian Walmart page for an identical-looking box, suggesting this is just old stock: walmart.ca/en/ip/Fujifilm-…
Other interesting leads were from folks comparing film datasheet IDs and contents. Alas, most concluded that those “new” documents are identical to the stuff Fujifilm published for the discontinued films we all miss very much: Superia X-Tra, C200, and Pro 400H.
Lastly, a response from Fujifilm Canada, “We have advised our brand manager and they will be taking care of the website,” seems to indicate that they will be taking those pages down.
Dmitri Jun 26, ‘25
Dmitri Jun 28, ‘25