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FUJIFILM ACTIVITIES REFLECT NEW UNIFYING THEME: EVERY PICTURES MATTERS™

2009 Consumer Digital Camera Line Up Promoted Through New Web Site, Advertising and Special Events

VALHALLA, N.Y., June 22, 2009 – FUJIFILM U.S.A., Inc., today announced a number of marketing activities tied to the common theme “Every Picture Matters,” which was developed to communicate the company’s belief that in today’s world, every single digital photograph is important – and that consumers demand an almost effortless picture-taking experience in order to capture and enjoy them.

“'Every Picture Matters’ is a contemporary take on the timeless value that we all place on photos. It reflects the fresh approach Fujifilm has taken in developing our newest digital cameras, which consider our customers’ lifestyles as never before,” said Todd Schrader, vice president, Electronic Imaging Division, Fujifilm U.S.A., Inc. “We want to market our 2009 camera line up in the same kind of fresh and engaging way.”

The cornerstone for the effort is a new web site, EveryPictureMatters.com. It’s a site for “life enthusiasts” – people who enjoy life and want to share their experiences through photography. This site will reflect Fujifilm’s long-standing culture and heritage of photography, while offering a contemporary and consumer-friendly approach to taking pictures. One feature, “Why This Picture Matters,” displays a patchwork series of selected photographs that represents the essence of why Every Picture Matters, with descriptive statements associated with each photo. Other features include additional information and photos about Fujifilm digital cameras, including awards and reviews.

The campaign kicked off in May with a sponsorship on New York’s WPLJ radio. The FinePix Z33WP, Fujifilm’s first water proof digital camera, was featured during “Scott & Todd’s 2009 Summer Blast-Off,” a beach party with live music at the Jersey Shore. Visitors to New York City may also see Fujifilm cameras in the windows of J&R Music and Computer @ Park Row, currently featuring a series of four colorful panel FinePix Z33WP ads prominently displayed through J&R’s windows.

Over the summer, additional activities will include advertising in a number of national print publications and on-line; and beach goers will catch a glimpse of banners towed by small airplanes and mobile billboard trucks throughout popular summer beach vacation spots – from Montauk, New York to Cape May, New Jersey – encouraging people to “Dive into summer. Make a splash this summer. Live Waterproof.TM

About Our Digital Cameras

The FinePix Z33WP digital camera is currently available in three striking colors – green, pink and black – the Z33WP is ready for any adventure in up to ten feet of water. It sports a 3x optical Fujinon zoom lens, has SR AUTO, and features a 2.7”, 230,000 pixel resolution LCD screen – the largest of any Z-series camera yet and retails for $199.99.

“Our digital cameras bring to consumers of varying ages and lifestyles the highest possible image quality, and through that photography, we continue to bring meaning and joy to people’s lives,” said Schrader.

Fujifilm also has plans for additional product launches in the fall that include its newest powerhouse digital imaging technology – Super CCD EXR. Billed as “The Genius Behind the ImageTM“, the EXR sensor challenges popular perception to look beyond the MegaPixel for greater image quality. EXR features 3-way capture technology that delivers the smallest details in bright, beautiful color as well as an extended dynamic range and high sensitivity with low noise. Fujifilm currently offers the FinePix F200EXR digital camera with EXR Auto for $379.95.

About FUJIFILM
FUJIFILM U.S.A. Inc. is a marketing subsidiary of FUJIFILM Corporation, Tokyo, Japan, providing digital and analog photographic Imaging Systems to consumers, professionals and businesses. For more information on Fujifilm U.S.A. products, customers can call 800-800-FUJI or visit www.fujifilmusa.com. To receive news and information direct from Fujifilm U.S.A. via RSS, subscribe free at www.fujifilmusa.com/rss.

FUJIFILM Corporation (NASDAQ:FUJI) brings continuous innovation and leading-edge products to a broad spectrum of industries, including electronic imaging, photofinishing equipment, medical systems, life sciences, graphic arts, flat panel display materials, and office products, based on a vast portfolio of digital, optical, fine chemical and thin film coating technologies. The company was among the top 15 companies around the world granted U.S. patents in 2008, employs more than 70,000 people worldwide and in the year ended March 31, 2009, had global revenues of $24 billion. Fujifilm is committed to environmental stewardship and good corporate citizenship. For more information, please visit www.fujifilmholdings.com.
 

For more information, please contact:

Diane Rainey
FUJIFILM
914-789-8657
drainey@fujifilm.com
 
Katherine Zbikowski
Text 100 Public Relations
212-331-8440
Kathryn.Zbikowski@text100.com

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