How Fujifilm Might Be Missing a Major Opportunity in the Revival of the Film Era

When Fujifilm launched three new gears last week: the XM5, the 16-55mm f2.8 R LM WR II, and the XF 500mm F5.6 R LM OIS WR, we weren’t truly impressed. It is pretty clear the XM5 is for content creators rather than photographers, and it makes us wonder whether Fujfilim even cares about this segment in their APS-C range. Well, it turns out that the company has very little hope for photography for future generations. This means that despite the boom of digital retro cameras, things aren’t as positive as they may seem. Read below to find out more.

Fujifilm Says Youngsters Are Not Into Photography

In an interview with Photo Trend, a French Publication, Franck Bernard, Director of the Photo Division at Fujifilm France, revealed a few important market trends. For instance, he said the company has a “40% market share” thanks to its APS-C and medium format lineup. While the X100VI has been quite popular with the TikTok generation, Bernard said that the new generation is very complex. “Young people no longer practice photography and do not buy the same devices as their parents or grandparents. All types of profiles meet: some are increasingly attracted to vintage design, and others ask themselves real questions about artificial intelligence, for example,” he states.

It’s also why the XM5, the camera, which is an update to 2013’s XM1, was designed with this segment in mind. It was initially designed for “YouTubers,” but with the inclusion of film simulations and its small size, Bernard states it could “appeal to photographers.” However, as our Editor, Chris Gampat, said in his opinion piece, Fujifilm can no longer “love photographers in a way that we need to be loved.” Furthermore, many photographers would rather prefer the Fujifilm GFX 50R and 50S II, which have better image quality, than an X series APS-C camera. The innovation that made Fujifilm distinct is no longer present in their upcoming X-generation devices. “The future of X-series will be for content creators: who are people who create imagery for an attention economy,” our editor explained.

Film Cameras Come With a Price

While the world is now pivoting to film cameras, with Rollei launching the 35A, Pentax releasing the Pentax 17, and Kodak launching the Ektar H35, Fujifilm has no plans to revive film. “For now, I don’t think a new film camera is on the agenda. However, I prefer to remain cautious,” he said.

At the same time, the boom of analog must also be taken into consideration with a pinch of salt. “It is true that there is a real craze for film, particularly among young people, who are looking to understand and learn,” Bernard said. “However, we also see its limits. We know exactly what we are offering: disposable cameras, films… There is indeed a return to film, but its importance should be put into perspective.”

It’s perhaps why Fujifilm focuses more on film simulation dials and Instax. As Bernard added, “We are very strong with 
film simulations: Astia, Velvia, Classic Chrome, etc. So I think we are contributing to this trend.”

As digital retro cameras are returning, so is the need for instant printing. However, working with an analog camera is an entirely different experience, so the company must focus on this segment. Analog cameras not only help to give a distinct look that even film simulation dials cannot produce but are also quite important for photographers who need to fall in love with the medium again. Furthermore, to compete with full frame, a Fujifilm medium format retro camera will be a cool option, as our editor, Chris Gampat, noted years ago. There is also why the company must revive its iconic panorama camera, which it created in collaboration with Hasselblad.

Sure, the prices of the film are exceptionally high, which will eventually fizzle out the trend. But, if Fujifilm is able to cater to that need with a decent price tag, they really have the chance to cash in big time.