ColumnsBy FilmFocus
Could Fujifilm Release a Film Camera in 2025?
This is an AI translation of an article originally published in Japanese. If anything reads oddly, the Japanese original is the authoritative version.
On its podcast episode "Bold Predictions," PetaPixel discussed the possibility of Fujifilm bringing back film cameras. The show cited an interview with Georgiades of Fujifilm UK.
He said that "after 25 years at Fujifilm, I've learned you can't say 'absolutely not' — never say never." At the same time, he added, "Film sales figures do show that film is making a comeback. But we need to determine whether this is a temporary boom or something that will lead to long-term growth." Seven years after TIME magazine reported on film's comeback in 2017, the company is still holding to a cautious stance.
There have also been reports this year that Fujifilm released a film camera called the "Jerry Camera" in China. However, Franck Bernard, director of the photography division at Fujifilm France, said in an October 2024 interview with Phototrend that "for now, there are no plans to release a new film camera." He went on to say, "There is certainly growing enthusiasm for film photography among young people, but it may be premature to see it as a large-scale phenomenon." He also commented, "We are confident in the products we already offer, such as single-use cameras and our various films. Film is certainly popular, but we should avoid overestimating its significance."
What emerges from these comments by several company figures is that, while film remains an important source of revenue for Fujifilm, the company is carefully weighing whether the market is large enough, and the risk acceptable enough, to justify a major push into new film cameras. Whether the film "revival" continues as a genuine long-term trend or turns out to be a passing boom will likely depend on how the market and users behave from here.
As a long-established film manufacturer, Fujifilm should hold more detailed data on film demand than any other company. For now, it has given no clear answer as to what kind of analog experience it intends to offer users going forward, but its "never say never" attitude and the launch of a film camera in China may be significant clues to where things are headed. Film fans will want to keep a modest hope alive while watching for further news. The podcast mentioned at the top of this article is available at PetaPixel’s Bold Camera Predictions for 2025.