Valhalla, N.Y., September 26, 2013 – FUJIFILM North America Corporation today announced the new, premium INSTAXTM Mini 90 Neo Classic instant film camera. The INSTAX Mini 90 Neo Classic combines a premium build quality with a stylish, retro camera design that offers a full range of camera functions. Featuring a variety of new shooting modes, the INSTAX Mini 90 now includes double exposure and macro modes for users who want to express their photographic creativity with beautiful image quality.

“Instant photography is experiencing a resurgence as a fun and creative way to take pictures, and the new INSTAX Mini 90 Neo Classic gives users the opportunity to find new photographic possibilities one print at a time,” said Manny Almeida, senior vice president and general manager, FUJIFILM North America Corporation, Imaging and Electronic Imaging Divisions. “With a broad range of shooting modes, the new Mini 90 can effortlessly and instantly capture everything from light-hearted to dramatic moments in beautiful, sharp prints that will ignite users’ passion for picture taking like never before.”

The INSTAX Mini 90 offers a variety of exciting shooting modes that lets casual users and enthusiast photographers be more creative. With its Double Exposure mode, the INSTAX Mini 90 easily takes two pictures and processes them onto one print for a truly one-of-a-kind image.

For photographers who want to get even more creative, Bulb*1 mode keeps the shutter open longer (10 seconds maximum) allowing for amazing night time views and light trails*2 to be clearly captured.

And for people who want to get up close to their subjects, Macro mode delivers short-distance photography at the press of a button without the need for a close-up lens.

After pictures are taken with the INSTAX Mini 90, prints can be passed around, viewed and shared right away anywhere, anytime. The small instant prints are especially fun for weddings, parties, wall décor, and anywhere else that you want to remember your favorite moments.

INSTAX Mini 90 key features list:
• Stylish and premium body design
• Automatically detects the brightness of the surrounding and adjusts the amount of flash and shutter speed to optimize photo quality
• A variety of shooting functions:
     o Double exposure mode - 2 images are produced on 1 film sheet by pressing the shutter twice
     o Bulb mode - the shutter remains open while the shutter button is depressed (10 seconds maximum) and a light   trail can be photographed
     o Macro mode - short-distance photography as close as 30-60cm
     o Kids mode - suitable for photographing kids, pets and other fast moving subjects due to a fast shutter speed
     o Party mode - the subject and background can be photographed brightly and clearly
•   Uses INSTAX Mini Instant Film
     o  ISO 800 film speed
     o  Sharp, clear reproduction
     o  Vivid color and natural skin tones
     o  Film size: 2" x 3" image area: 1.8" x 2.4"

Availability and Pricing
The new INSTAX Mini 90 Neo Classic will be available nationally in early 2014 with an MSRP of $199.99. INSTAX Mini Film is available now with an MSRP of $19.99.

*1 The shutter is open during the time the shutter button is depressed. This is used when taking a photo
    over a long period of time to expose k light onto the film in a very dark setting. When the subject moves
    during shooting, the movement appears as a blur or a trail.

*2 Line of residual light that leaves a trail.

About Fujifilm
FUJIFILM North America Corporation, a marketing subsidiary of FUJIFILM Holdings America Corporation consists of four operating divisions and one subsidiary company. The Imaging Division provides consumer and commercial photographic products and services, including: photographic paper; digital printing equipment, along with service and support; personalized photo products; film; and one-time-use cameras; and also markets motion picture archival film and on-set color management solutions to the motion picture, broadcast and production industries. The Electronic Imaging Division markets consumer digital cameras, and the Graphic Systems Division supplies products and services to the graphic printing industry. The Optical Devices Division provides optical lenses for the broadcast, cinematography, closed circuit television, videography and industrial markets, and also markets binoculars. FUJIFILM Canada Inc. sells and markets a range of Fujifilm products and services in Canada. For more information, please visit www.fujifilmusa.com/northamerica, go to www.twitter.com/fujifilmus to follow Fujifilm on Twitter, or go to www.facebook.com/FujifilmNorthAmerica to Like Fujifilm on Facebook. 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 10 companies around the world granted U.S. patents in 2012, and in the year ended March 31, 2013, had global revenues of $26.7 billion*. Fujifilm is committed to environmental stewardship and good corporate citizenship. For more information, please visit www.fujifilmholdings.com.
* At an exchange rate of 83 yen to the dollar.

For more information, please contact:
Matthew Schmidt
All product and company names herein may be trademarks of their registered owners.