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.
Dmitri Jun 26, ‘25