You’d be surprised – or maybe you wouldn’t – at how often we hear these questions. And, at first, they appear to be logical questions, especially in our industry. But, I’m here to tell you, there’s more than one kind of film – and not all of them are dead.
Certainly, motion picture and photographic films are hallmark products for Fujifilm. We introduced those films in 1934 and 1948, respectively, and enjoyed worldwide commercial success for many, many years. But, that no longer defines who we are.
Perhaps it’s best to think of “film” in a slightly different way: as a thin layer of coating. Early on, we perfected the ability to create and apply thin layers of coatings to various substrates. And, well, we’re pretty darn good at it.
That ability, rooted and honed with motion picture and photographic film, has transcended into various other industries and spawned a wide variety of products. When making photographic film, we coat a thin layer of cellulose with a light-sensitive emulsion. When making thermal printing plates, we coat mile-long rolls of pristine aluminum with a heat-sensitive emulsion.
Some interesting facts:
• 80 percent of the world’s LCD televisions feature a thin coating made by Fujifilm that increases the viewing angle of the TV. Fujifilm is the dominant player in that market because we make such a consistent, high-quality, and affordable product.
• In Japan, Fujifilm has its own line of skin care products. And, just how did we get into the cosmetic market? There is collagen in photographic film, just like there is collagen in our skin. After years of working with that photographic film, we learned how to protect the collagen in it to make the film last longer and that gave us the insight to create a successful line of skin care products designed to protect the collagen in human skin.
So, while we continue to see the use of traditional photographic film decline, film is far from dead.