Fujifilm 400 (Pic: B&H)
The new film is not yet released but is available to pre-order from B&H (Pic: B&H)

Fujifilm is set to release a new colour film in the US, called Fujfilm 400 – while its current Superia X-Tra 400 film is listed as “discontinued” by at least one American retailer.

The new Fujfilm 400 film is listed as being made in the USA, according to an image of its box on US photographic dealer B&H.

This mirrors last year’s rebranding of Fujicolor C200 as Fujicolor 200 in the US. This film was also made in the US and analysis of its datasheet showed it was exactly the same as Kodak Gold 200 – including Kodak’s terms for colours, rather than Fujifilm’s.

The new film’s listing has it priced at $9.99 (£8), but it does not yet include a release date for it.

Meanwhile, Fujifilm’s existing 400-ISO film, Superia X-Tra 400, has been listed as “discontinued” by leading US film retailers B&H. This has fuelled speculation on social media that the film may have replaced with Kodak UltraMax 400 labelled as Fujifilm in the US, at least temporarily.

Freestyle Photographic, another leading US film seller, lists Superia X-Tra 400 film as “out of stock” and suggests it will be unavailable until 31 December of this year. Roberts, another major film distributor, also lists Superia X-Tra 400 as “out of stock”.

This sudden uncertainty over the film comes on the heels of an announcement by Fujifilm Japan that it would be pausing supplies of all of its 35mm colour negative and 35mm/120 colour slide films in Japan until further notice.

Fujifilm 400 packaging (Pic: B&H)
The new film also has different packaging to Superia X-Tra 400 (Pic: B&H)

Fujifilm USA does not currently list Superia X-Tra 400 as discontinued, and it still appears as one of its two consumer colour films on its website.

Fujifilm remain one of only two major film producers still making colour films, though its roster of products has dwindled in recent years despite film photography making a comeback.

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Stephen Dowling
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Francois Spenard
7 months ago

Man, this thing about Fuji Film is beyond confusing ?!?!?

7 months ago

Dumb and dumber

Benjamin Terrado
Benjamin Terrado
7 months ago

I wish they continue making film SLR camera for the purposes of the old camera for usefulness, therefore it will not wasted equipment.

7 months ago

Made in USA… pppfffff!


[…] Fujifilm hasn’t updated its website, Kosmo Foto reports that B&H Photo has listed a new 400 Color Negative film that is set to arrive “soon” […]

6 months ago

How long can Fuji re-package Kodak emulsions and not be called on it? Silliness. Fuji should officially call it quits already on photographic film.