MUMBAI: With the era of analogue prints set to end by 2013, Fujifilm, which has been mainly providing negative films for shooting and positive films for projection in its motion picture film business operations, has decided to shift its business operations to provide products and services designed for digital workflow of motion picture production and projection.

Digital cinema camera shooting has been gaining momentum, and digital editing that heavily uses CG composition and VFX processing has now become common in motion picture production. There is also an increase in the number of theatres that are converting into digital projection, following the increase of 3D motion pictures, implying the dramatically advancing digitalisation in the motion picture industry.

In such a trend, Fujifilm had strived to reduce the costs of the production process for its existing negative films and positive films and continued to supply such films. However, the dramatic decrease of demand in the last few years, has become far too great a burden to be covered by corporate efforts. Therefore, it has been decided to discontinue the sales of negative films, positive films, and some other products of motion picture in a prospect of March 2013.
 
Fujifilm will continue to provide films suitable for long-term archiving, high-performance lens for motion pictures, and other products and services designed for digital workflow of motion picture production and exhibition.