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FUJIFILM SHOWCASES INNOVATION AND QUALITY AT 2011 NAB

New Optical Lenses, Storage Solutions, Motion Picture Products and FinePix REAL 3D W3 Digital Camera Highlight Annual Show

VALHALLA, N.Y., April 8, 2011 – In order to meet the ever-changing needs of the broadcasting industry, FUJIFILM today announced that for the first time, the company will present several different products – including new lenses, storage solutions, motion picture products and the FinePix REAL 3D W3 digital camera – at the 2011 NAB Show, held April 11-14 in Las Vegas under the FUJIFILM brand.

“This is the first time that products from several FUJIFILM companies will appear under the FUJIFILM brand name at NAB,” said Ray Hosoda, president, FUJIFILM Holdings America Corporation. “By offering a wide range of advanced products and services, Fujifilm continues to raise the bar on its industry-leading line of lenses, storage solutions, motion picture film and 3D digital cameras.”

FUJIFILM Recording Media U.S.A., Inc. will showcase its full line of professional video and storage products, and feature a special display with the new StorageIQ system that provides a simple and efficient method for reporting on the performance and health of an entire physical tape library environment. In addition, Fujifilm and its technology partner Oracle will feature Oracle’s new StorageTek T10000C tape drive, as well as Oracle’s StorageTek T10000C data cartridge manufactured using Fujifilm’s unique Barium-Ferrite (BaFe) particle. The StorageTek T10000C tape drive and data cartridge combine to deliver industry leading 5TB/cartridge capacity and industry leading performance with a native transfer speed of 240MB per second.

Three divisions of FUJIFILM North America Corporation will also be participating.

Fujifilm Optical Devices Division will have a new lens, the ZS17x5.5 for the half-inch format, a digital Wireless Control System, new 3D lenses, an improved facial recognition system, as well as other recently released, popular lens models. The TRACE facial recognition system, which allows a camera operator to set automatic focus parameters on one person’s face in a frame, is used in conjunction with the company’s Emmy Award-winning Precision Focus Assist technology. Precision Focus Assist is a feature built within a lens that ensures fast, accurate focusing of high definition images under varying conditions. In addition, The Optical Devices division will demonstrate its XA88x8.8BESM/PF telephoto field lens with Precision Focus Assist and the XA50x9.5BE SM HD field telephoto lens. It will also show its series of PL Mount Lenses featuring the fastest T speeds available in a family of zooms that have unprecedented color matched 4K and beyond optical performance.

Fujifilm Motion Picture Division will showcase "CCBox," the AMPAS-IIF* based on-site color management tool that is one component of an evolving overall color management system. With the CCBox, cameras can be calibrated instantly on-site, while monitors' calibration is fully automated, eliminating the need for specialized skills. The Motion Picture Division is also actively moving forward with the development of the ETERNA series and other motion picture solutions to explore the potential of film as a high-quality tool for image production.

Fujifilm Electronic Imaging Division will present its FinePix REAL 3D W3 digital camera that captures true 3D thanks to its use of twin 10 MegaPixel CCD sensors and dual FUJINON 3x optical zoom lenses (35-105mm) that are spaced 75 mm apart to create realistic images that are similar to how human eyes see them. The FinePix W3 includes an autostereoscopic 3D Widescreen 3.5” LCD that let’s you see your images and movies in 3D without the need for special glasses, and a Mini HDMI port for easy playback on most 3D television systems. The FinePix W3 digital camera and a widescreen 3D television will play 3D content for visitors as the action comes to life before their eyes.

To learn more about digital solutions available from Fujifilm, please visit: www.fujifilmusa.com/northamerica.

* "AMPAS-IIF" is the Academy of Motion Picture Arts and Sciences - Image Interchange Framework, i.e. a framework for smooth interchanging of digital images and was established through technical studies by industry personnel under the initiative of the U.S. Academy of Motion Picture Arts and Sciences. Verification tests are currently underway to finalize the specifications.

About Fujifilm
FUJIFILM Recording Media U.S.A., Inc. is the US-based manufacturing, marketing and sales operations of professional broadcast video and data tape recording media for FUJIFILM Corporation. The company provides broadcast and data center customers and industry partners with a wide range of unique data center accessories, value-added services and programs. Based on a history of thin-film engineering and magnetic particle science such as Fujifilm NANOCUBIC technology, Fujifilm creates breakthrough data storage products. In 2009, Fujifilm announced it had surpassed the 50 million milestone for the number of LTO Ultrium data cartridges manufactured since introduction, highlighting the company’s leadership and success as a manufacturer of mid-range and enterprise tape media. For more information on Fujifilm Recording Media products, customers can call 800-488-3854 or go to www.fujifilmusa.com/tapestorage. To receive news and information direct from Fujifilm via RSS, subscribe free at www.fujifilmusa.com/rss.

FUJIFILM North America Corporation, a marketing subsidiary of FUJIFILM Corporation, consists of five operating divisions and one subsidiary company. The Imaging Division sells consumer and commercial photographic products and services including film, one-time-use cameras, online photo services and fulfillment, digital printing equipment and service. The Electronic Imaging Division markets consumer digital cameras. The Motion Picture Division provides motion picture film, and the Graphic Systems Division supplies products and services to the printing industry. The Optical Devices Division provides binoculars, and optical lenses for closed circuit television, videography, cinematography, broadcast and industrial markets. FUJIFILM Canada Inc. markets a range of Fujifilm products and services. For more information, please visit www.fujifilm.com/northamerica, or go to www.twitter.com/fujifilmus to follow Fujifilm on Twitter. To receive news and information direct from Fujifilm via RSS, subscribe at www.twitter.com/fujifilmus.

FUJIFILM Holdings Corporation, Tokyo, Japan, brings continuous innovation and leading-edge products to a broad spectrum of industries, including electronic imaging, digital printing 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 20 companies around the world granted U.S. patents in 2009, and in the year ended March 31, 2010, had global revenues of $23.5 billion*. Fujifilm is committed to environmental stewardship and good corporate citizenship. For more information, please visit www.fujifilmholdings.com.

* At an exchange rate of 93 yen to the dollar.

For more information, contact:

Matthew Schmidt
Fujifilm  
914.789.8529
mschmidt@fujifilm.com

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