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Bridging Tech and Creative Photography
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Photography Culture

Fujifilm: ACROS II Had a “Steadily Increasing” Pro Photographer in Mind

Chris Gampat
No Comments
05/07/2020
3 Mins read
ACROS100-2_Sample2 (2)

Fujifilm ACROS II is likely to excite photographers as much as the growing market of professional photographers that Fujifilm sees.

“The Professional segment has been steadily increasing for the last couple of years. Usage of professional film in this segment is primarily driven by wedding and portrait photographers. This is not novelty use,” says Manny Almeida, Division President, Imaging Division, Fujifilm North America Corporation in an interview with the Phoblographer regard the development of the Fujifilm ACROS II 100 film. The emulsion is $12 a roll in either 35mm or 120. Indeed, if you look around the web, you’ll see lots of photographers either embracing the film look or probably shooting film. In fact, one of them won a World Press Photo Award in 2020. Now don’t get us wrong; film isn’t as strong as digital by a long shot. But, it’s a growing market in some ways. Otherwise, why would Kodak, Lomography, and Fujifilm come out with new emulsions?

Film Photography and the New Professional Film Photographer

“Right after we discontinued Neopan 100 Acros, there was a vocal demand from a small, but loyal group of enthusiasts asking that we bring the product back,” explains Mr. Almeida. Fujifilm discontinued their other Acros 100 film in 2018, and that made lots of customers angry. Enough were clamoring that the company decided to redevelop, improve, and release it for the market. Fujifilm Acros II was released with increased contrast as a result of feedback from social media interactions, which is where they’re primarily marketing the new film.

“Our marketing program initially will be focused around our #ishootfujifilm IG account. Here, we will have the ability to showcase the film by utilizing both UGC as well as promote our film through our influencer network.  We will continue to monitor digital and live events where we can showcase our products in the best light.”

– Manny Almeida, Division President, Imaging Division, Fujifilm North America Corporation

Most of the film shooters I know are enthusiasts, and all of the semi-professional photographers I know don’t shoot film often. I don’t remember a single one who has sold a film photo in recent history. But the professional photographers shooting film that Fujifilm is targeting aren’t just cutting their teeth on the medium: they’re using film to differentiate their work, and get a different feel in their images. “As such, we see the professional segment as being a lasting user of film.” related Mr. Almeida.

The Film Enthusiast Who Loves Acros

Of course, not everyone who uses film is a professional, but enthusiast photographers far outnumber the professionals. And those folks are the ones helping to keep it alive. Fujifilm saw what they call, “distinct segments,” of film shooters, and those include the traditional consumer picture takers and digital natives exploring technology from the past. To carefully define these segments, Fujifilm sees the traditional folks as those who use one-time-use cameras (disposable cameras). Everyone else is a photographer who started with digital and decided to give film a shot–pun not intended. If you’re reading this site, there’s a strong chance you’re one or the other.

A steady part of Fujifilm’s imaging business is their Home Decor business. These are products that appeal to people making prints: not just paper but stuff like blankets, flags, shirts, etc. There are entire shops dedicated to it. One would think those film shooters, being the tactile type, would want to make prints of their film on something like a tapestry to display in their dens. But Fujifilm has no plans at the moment to create any sort of promotions.

The lead image and other are sample of Fujifilm ACROS II provided by Fujifilm Japan.

120 acros Acros II fujifilm Acros II marketing Photography professional
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Chris Gampat

Chris Gampat is the Editor in Chief, Founder, and Publisher of the Phoblographer. He provides oversight to all of the daily tasks, including editorial, administrative, and advertising work. Chris's editorial work includes not only editing and scheduling articles but also writing them himself. He's the author of various product guides, educational pieces, product reviews, and interviews with photographers. He's fascinated by how photographers create, considering the fact that he's legally blind./ HIGHLIGHTS: Chris used to work in Men's lifestyle and tech. He's a veteran technology writer, editor, and reviewer with more than 15 years experience. He's also a Photographer that has had his share of bylines and viral projects like "Secret Order of the Slice." PAST BYLINES: Gear Patrol, PC Mag, Geek.com, Digital Photo Pro, Resource Magazine, Yahoo! News, Yahoo! Finance, IGN, PDN, and others. EXPERIENCE: Chris Gampat began working in tech and art journalism both in 2008. He started at PCMag, Magnum Photos, and Geek.com. He founded the Phoblographer in 2009 after working at places like PDN and Photography Bay. He left his day job as the Social Media Content Developer at B&H Photo in the early 2010s. Since then, he's evolved as a publisher using AI ethically, coming up with ethical ways to bring in affiliate income, and preaching the word of diversity in the photo industry. His background and work has spread to non-profits like American Photographic Arts where he's done work to get photographers various benefits. His skills are in SEO, app development, content planning, ethics management, photography, Wordpress, and other things. EDUCATION: Chris graduated Magna Cum Laude from Adelphi University with a degree in Communications in Journalism in 2009. Since then, he's learned and adapted to various things in the fields of social media, SEO, app development, e-commerce development, HTML, etc. FAVORITE SUBJECT TO PHOTOGRAPH: Chris enjoys creating conceptual work that makes people stare at his photos. But he doesn't get to do much of this because of the high demand of photography content. / BEST PHOTOGRAPHY TIP: Don't do it in post-production when you can do it in-camera.
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