A journey through FUJIFILM’s history in film photography

The art of photography has developed over the decades, shifting with technological advancements as well as stylistic choices. However, there’s no denying the timeless appeal of classic film photography and, here at FUJIFILM, we’ve always embraced this traditional aesthetic. 

Let’s take a walk through the evolution of photography and see how film has been both a core part of our FUJIFILM history and is still at the very heart of what we do.

The beginning: FUJIFILM and the golden age of film

Our story started over 90 years ago with the establishment of the Fuji Photo Film Co. in Japan. The year was 1934, just at the height of the golden age of film. Photography and cinema were capturing the world’s imagination, but Japan was reliant on importing film from Europe and America.

Fuji Photo Film Co. opened a factory in Kanagawa and became Japan’s first company to fully make photographic film from start to finish, using celluloid. Our film products included motion picture film, but also expanded to X-ray film for medical use. 

We also started exploring the world of colour photography, bucking the black-and-white trend and bringing images to life in all their vibrancy. By 1948, we were officially FUJIFILM, and we released our first colour film reel. It’s safe to say this would be an iconic moment in photography history, and Fujicolor film would soon become a firm favourite for professional photographers and keen hobbyists alike.

Some of our key milestones over the next few decades included:

• 1972: We launched the FUJICA GP, our compact and lightweight 35mm camera, which combined easy-to-use functions with advanced features like a built-in flash and autofocus.

• 1976: We said hello to the FUJICOLOR F-II 400 film, which, at the time, was the world’s most sensitive fine-grain colour negative film.

• 1986: This year saw the release of our QuickSnap, the world’s first single-use camera.

Shifting from analogue to digital 

Fast-forward to the 1990s, where the introduction of digital cameras changed the photography landscape almost overnight. Photographers could suddenly take pictures without rolls of film or a dark room for development. This was exciting and made photography more accessible to a wider audience. 

It also meant a decline in traditional film photography, a tricky situation for manufacturers like us, you might think. So what did we do? We innovated and found the best of both worlds… 

From the FUJICHROME Velvia film to the FinePix 700 digital camera and the instax™ mini 10 instant camera (our first instax™ camera was truly a Millennial!), we embraced digital and traditional analogue film alike.

Blending the spirit of traditional film with digital innovation

By 2010, it was time to strike the perfect balance between the ease of digital photography and the charm of traditional film. Enter: the FUJIFILM X Series. 

With the X Series, we set out to create cameras that felt as good in the hand as the images looked on screen. Our X Series mirrorless cameras, combined and combine to this day, exceptional image quality, ergonomic design, and the timeless look of classic film cameras.

And for those looking for even more detail and dynamic range, we introduced the GFX system in 2016. Surprisingly compact, these medium-format mirrorless cameras offer large-sensor performance and are perfect for photographing on the go. 

Film simulation

One of the biggest ways we’ve been able to keep the spirit of traditional film photography alive is through our unique film simulation modes. These settings are built directly into our cameras, offering the chance to mimic the look and feel of classic analogue film stocks. 

Our most popular film simulations include:

• Velvia: This setting creates stunning, vibrant images with high-contrast colours.
• Provia: A versatile film simulation that provides a neutral colour reproduction while embracing a retro analogue edge.
• Classic Chrome: Ideal for street photography, the Classic Chrome simulation is beautifully muted, with low colour saturation and full-bodied tones.
• Acros: With this film simulation, you get a smooth black and white effect.

Colors Like Film

Our latest campaign, Colors Like Film, looks at how digital photography can still evoke the emotional depth and visual beauty of traditional film. Through a collection of videos, we explore what simulations are and how different photographers combine our in-camera film simulations with thoughtful shooting and editing techniques to create evocative images and videos.

Each inspiring story showcases how a new generation of photographers can experience the unmistakable look of analogue film while enjoying the flexibility and ease of digital photography. Fujifilm’s Film Simulation Recipes make this possible and allow users to recreate iconic film looks with a digital camera. Available on our website or in-store at the House of Photography, learn how to create your own and achieve the look you want straight from the camera.

instax™ and instant creativity

Our instax™ instant cameras and printers take a different approach but still embrace the authentic look of traditional film photography. The instax™ range is playful, hands-on, and brings moments to life in minutes. 

Vibrant colours, soft textures, and analogue charm give these instant photos a nostalgic feel while at the same time remaining ultra-modern. 

With our collection of fun film designs and the ability to customise photos through instax™ apps, this range offers ultimate personalisation but still embraces the spontaneity of analogue photography. 

The best of both worlds with FUJIFILM

Our FUJIFILM roots lie in traditional film photography, and we’ve seen the art form evolve over the past 90 years. Throughout all the changes, we’ve endeavoured to strike a perfect balance, honouring the look, feel and soul of film while embracing the convenience and innovation of digital. 

From our stunning film simulations to our fun instax™ snaps, we continue to bridge the gap between analogue and digital film formats so photographers can get creative and produce beautiful, expressive images.

Explore our X-Series, GFX, and instax™ camera ranges and see what you can create. Don’t forget to check out our events page to see the variety of workshops, courses, and photography walks we have coming up. These provide the perfect opportunity to develop your skills, learn how to get the most out of our film simulations, and find new inspiration.