Cover photo by かまつた
The price revision announced by on April 1, 2025, has garnered attention in the analog photography market, which has been regaining interest in recent years. The company implemented a price increase of 21% to a maximum of 52% for some products, including color negative film, reversal film, and disposable cameras in Japan.
This is due to the rising costs of raw materials and increased logistics and transportation expenses since 2023, which the company explained could not be absorbed solely through corporate efforts.
Price Revision by Product and Packaging Changes
The most notable change in this revision is the renaming of the disposable camera 'Utsurun Desu' to 'Fujicolor 27-shot' and the accompanying packaging update. The transition from the traditional vinyl packaging to a paper box type reflects an environmental consideration. Consequently, the product price has been increased by approximately 44% compared to the previous price.
Additionally, 135-size color negative films have seen a price increase of 21-22%, and 135/120-size reversal films have experienced up to a 52% increase, significantly impacting professional users and high amateurs.
Impact on the Market and Future Outlook
Following the price revision, some reversal film products like Provia and Velvia have reached a retail price level exceeding 5,000 yen per roll, with the 120 format 5-pack exceeding 13,000 yen, highlighting the noticeable increase in shooting costs per session.
This has raised concerns about the impact on the shooting frequency and work production of film enthusiasts, while also suggesting potential secondary movements such as a shift to selective shooting styles and the revitalization of the second-hand market.
Required Responses for the Future of Analog Photography Culture
This price revision clearly indicates the significant changes in the environment surrounding analog photography. The current situation, where had to proceed with price adjustments, is also a decision to maintain the sustainability of manufacturing and distribution.
On the other hand, for creators using film, it may be necessary to consider the balance between cost and creativity more than ever, including film selection, usage frequency, and development and printing methods.
