It’s official: Fuji’s Velvia 50 set for re-launch

November 7, 2006

Fuji has confirmed that Velvia 50 will be re-launched in spring 2007 – two years after the popular colour transparency film was taken out of production.

Russ Gunn, Fujifilm UK’s professional product manager said: ‘We have received many requests from photographers to restart manufacturing, as they had used Velvia 50 for many years and consider it unmatched in terms of quality and character. One of Fujifilm’s main priorities is to nurture the culture of photography, so we have been reviewing the possibility of restarting production.’

He added: ‘In response to these requests our research and development teams have been working hard to develop substitute raw materials and new manufacturing technologies that enable us to restart production of this famous emulsion. We are planning to re-introduce the new Velvia 50 in the spring of 2007. The characteristics of the new emulsion will mirror that of the previous product. Many photographers were understandably upset when we were forced to withdraw Velvia 50, and we are delighted to be able to announce its re-introduction.’

Fuji stopped producing Velvia 50 ? a favourite among many landscape photographers ? citing problems in sourcing a key ingredient used in making the emulsion.

The re-launch follows enquiries from AP – prompting Fuji?s UK personnel to probe the company?s Japanese HQ for information, after rumours – on various internet forums – suggested that next spring will see the launch of a new ISO 50 film using an alternative raw material.

Velvia 50 is famed for its ability to produce high contrast images, along with intense vibrant colours.

Renowned photographer Charlie Waite last year described the demise of Velvia 50 as a ?catastrophe?, praising its potential to deliver ?saturated colours?.

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