Fuji 400H Discontinued??

Fujifilm 400H has long been a go-to film for wedding photographers and enthusiasts seeking beautiful skin tones and iconic Fuji greens. Its distinctive fourth-layer technology set it apart from most other stocks, placing it on par with popular competitors like Kodak Portra 400. Recently, however, Fujifilm announced that they have discontinued Fujifilm 400H, citing difficulties sourcing the raw materials necessary for that special fourth layer.

While 120 format production will continue through the year, 35mm Fujifilm 400H has already been pulled from the market. This sudden move worried film enthusiasts, who now wonder if other major stocks might face similar fates. After all, if a giant like Fuji can suddenly discontinue a top-selling film, how safe are other beloved emulsions?

Despite the concern, there is hope for film’s future. Fujifilm has a track record of retiring films only to bring them back, sometimes in different markets or with new packaging. Meanwhile, Kodak continues to release fresh film products, supported in part by Hollywood’s ongoing use of celluloid for major motion pictures. There’s also growing interest among younger photographers, ensuring solid demand for analog photography.

Ultimately, the fate of Fujifilm 400H may not signal the end of film photography. If enough photographers continue shooting and investing in film, companies will have reason to keep producing these timeless emulsions. As always, the best way to help keep film alive is to shoot it, share it, and support the manufacturers who make it possible.