Fujifilm Says Superia Premium Film Still in Production

Despite reports of discontinued status, Fujifilm confirms 35mm Superia Premium film remains in manufacturing pipeline.

Jan. 29, 2026 at 12:15pm

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Fujifilm has confirmed that its Superia Premium 400 35mm film is still in production, despite reports from major Japanese camera retailers that the film has been discontinued. The company cited issues with raw material procurement as the reason for limited production volumes, but stated there are no plans to stop making the film.

Why it matters

The availability of Fujifilm's film products, especially niche and specialty films like Superia Premium, is a major concern for analog photographers who rely on these materials. Fujifilm's communication around film production and supply has been inconsistent, leading to confusion and uncertainty in the photography community.

The details

Multiple Japanese camera retailers, including Bic Camera and Yodobashi, had listed Superia Premium 400 as 'discontinued' or 'sales completed' on their websites. However, after being contacted directly, Fujifilm confirmed the film is still in production, though production volumes remain limited due to raw material procurement issues. Fujifilm stated there are currently no plans to discontinue the Superia Premium line.

  • In early 2026, camera stores in Japan began listing Fujifilm Superia Premium 400 as discontinued.
  • In January 2026, a PetaPixel reader in Japan inquired directly with Fujifilm about the film's status.

The players

Fujifilm

A Japanese multinational conglomerate corporation that specializes in photographic and imaging products, including a wide range of film stocks.

Phil Knall

A PetaPixel reader based in Japan who noticed Superia Premium 400 disappearing from store shelves and contacted Fujifilm directly about the film's status.

Bic Camera

A major Japanese electronics and camera retail chain that had listed Superia Premium 400 as discontinued on its website.

Yodobashi Camera

A large Japanese electronics and camera retail chain that had also listed Superia Premium 400 as discontinued on its website.

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The takeaway

This situation highlights the ongoing challenges Fujifilm faces in maintaining a consistent supply of its specialty film products, which are highly sought after by analog photographers. While the company confirms Superia Premium 400 remains in production, the limited availability and lack of clear communication has led to confusion and uncertainty in the photography community.