Roll Call: Honoring Discontinued 35mm Film
Fujifilm Superia 400 was introduced in the 1990s as part of Fujifilm’s consumer color negative film lineup, aimed at everyday photographers looking for reliable ISO 400 film. It was known for fine grain, vivid colors, and excellent performance in a wide range of lighting conditions, making it a go-to for casual shooters and enthusiasts alike.
Superia 400 featured Fujifilm’s 4th Color Layer Technology, which improved color accuracy, especially under fluorescent lighting. It offered good skin tones, saturated greens, and punchy reds, becoming a favorite for travel, portraits, and snapshots.
Over the years, Superia 400 was rebranded and re-packaged in various markets (sometimes as Superia X-TRA 400), and it was widely available in both 24- and 36-exposure rolls. However, as digital photography rose and film demand declined, Fujifilm began scaling back production.
By the late 2010s, Superia 400 was discontinued in many regions. As of today, it's no longer widely available as a retail product, though expired rolls and limited stocks still circulate; and it's still beloved by film enthusiasts for its classic look.
- High quality 15oz black gloss ceramic mug
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