Fujifilm Is Replacing Its 24 Exposure Superia and Fujicolor Rolls with 36 Exposures

The new change will affect Fujifilm Superia in ISO 200 and 400 rolls

Usually, when were hear any word about Fujifilm and good ol’ analog film, it’s in relation to the discontinuation. But in this case, it’s more of a replacement. Fujifilm sent notice out today to retailers that they’re discontinuing their 24 exposure rolls and replacing them with 36 exposure rolls. This notice is specifically about their ISO 200, 400 and 800 rolls of film. Fujifilm does not make these film emulsions in 120 format anymore, only in 35mm.

In a note that went out to retailers, Fujifilm states that both Fujifilm Superia and Fujifilm Fujicolor 200, 400 and 800 speed films in 24 exposure rolls are officially discontinued and that the inventory is now exhausted. But 36 exposures can still be purchased. As a result, new packaging is being provided.

Earlier this year, Fujifilm decided to discontinue Fujifilm Superia 800 and 1600 in 36 exposure rolls.

In addition to this news, Fujifilm is also changing the packaging of the films with a bit of an update. The film boxes have gone through quite a change over the years and even their disposable cameras have changed too.

Fujifilm Superia, if you haven’t tried it, is a pretty awesome film. It’s affordable and has very nice colors for everyday use and portraiture amongst other things. Superia is perhaps their strongest selling film because it’s so cheap, and they’ll most likely keep it around awhile. They actively work on promoting PRO 400H and Velvia is still the dream of many a photographer.

Here’s a snippet from our review:

“If I had to really describe what Fujifilm Superia looked like, I’d categorize it as being moderately saturated with little contrast and a sometimes almost matte look when underexposed. You can say this for a whole lot of film, but more so for Fujifilm Superia than anything else. I’d otherwise say something like this for Ilford FP4 but that’s a black and white film emulsion. I can’t exactly liken it to anything else. It isn’t like Kodak Gold at all, not like Ektar, not really like Portra at all, and absolutely nothing like the other Fujifilm emulsions on the market. If you want that nice pastel look then you’ll need to go for Fujifilm’s Pro400H emulsion, overexpose it to hell and then develop it at 400. But if you do that, then you run the risk of someone saying something along the lines of, “This looks like VSCO,” or, “This looks like Mastin.”

You can and should pick up some Fujifilm Superia before it’s gone, along with Fujicolor. And if you’re not using it, put it in the freezer.