VALHALLA, N.Y., June 30, 2011 – Today FUJIFILM North America Corporation announced that it will implement price increases for film and other photographic products in the U.S., effective September 2011, due to dramatic increases in costs of raw materials, including silver and petro-chemicals.

Prices for professional photographic film, including black and white, color negative, and color reversal will increase by approximately 15%. Prices for consumer film, one-time-use cameras (OTUC), and the Instax 210 instant camera and Instax wide film will increase by approximately 10%.

To sustain its photographic imaging business, Fujifilm has completed intensive structural reforms to reduce fixed costs and improve productivity, and has been absorbing increasing costs of raw materials used to manufacture photographic products. However, the continued increase in raw material costs means that Fujifilm can no longer offset cost increases through productivity and must implement a price increase at this time.

About Fujifilm
FUJIFILM North America Corporation, a marketing subsidiary of FUJIFILM Holdings America 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.fujifilmusa.com/rss.

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 16 companies around the world granted U.S. patents in 2010, and in the year ended March 31, 2011, had global revenues of $25.8 billion*. Fujifilm is committed to environmental stewardship and good corporate citizenship. For more information, please visit www.fujifilmholdings.com.

* At an exchange rate of 86 yen to the dollar.

For more information, please contact:

Matthew Schmidt

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