NEWS RELEASE

Fujifilm. Picture the Future Dedicated to providing quality solutions for the future of imaging
PHOTOKINA 2004, COLOGNE, GERMANY, September 28, 2004 Under the slogan Fujifilm. Picture the Future, the Fuji Photo Film Co., Ltd. exhibit at Photokina 2004 features a wide variety of new products and services. Conveying Fujifilms determination to accurately picture customer needs and the future of the imaging market in the midst of todays rapidly evolving digital environment, the Picture the Future slogan emphasizes Fujifilms dedication to maintaining a strong position as a leader in the photo-imaging world. In January 2004, Fujfilm celebrated its 70th anniversary. Throughout those 70 years the company has consistently aimed to forge a reputation for quality imaging technology, from photographic films and printing materials to sophisticated services in a host of imaging fields. Among the first to become aware of the potential of digital technology to expand the world of imaging, Fujifilm has devoted significant effort to research and development of digital imaging products. Aiming to consistently contribute to the photo-imaging industry as a pioneer of imaging frontiers, the results of Fujifilms ongoing efforts are on display at Photokina 2004. With the rise of digital technology, the imaging world is undergoing rapid change. Apace with the growing popularity of digital cameras, the total number of shots has increased significantly, and in addition to conventional photographic prints, pictures can now be enjoyed in a variety of new ways shared over the Internet, manipulated onscreen the possibilities are limited only by the imagination. Fujifilm recognizes this expansion of the photographic market based on the rapid progress of digitalization as an important business opportunity.
In the midst of upheavals in the imaging world, peoples expectations of pictures remain unchanged. The ability to capture and preserve those important moments, loved ones, and memorable occasions is treasured a culture of photography that Fujifilm and Photokina seek to preserve. Fujifilm will continue to play a leading role as we Picture the Future, dedicated to preserving the culture of photography for generations to come.
Fujifilm at Photokina: An Overview At Photokina 2004, two of the main areas of interest in the imaging industry digital cameras and retail printing are also the main focus of the Fujifilm presence. The digital camera area will spotlight the comprehensive FinePix lineup of high-quality cameras, while the Print at Retail area will feature a host of new Fujifilm in-store print services based on delivering digital camera and camera-phone prints with the Digital Minilab Frontier combined with ordering terminals. Fujifilm is placing strong emphasis on its Print at Retail services, based on maximizing the combined advantages of the ultra high-quality image input and output capabilities of FinePix and Frontier. To illustrate Fujifilms commitment to the future of imaging, a concept shop and digital camera design prototypes will also be on display, enabling visitors to experience the expanding pleasures and convenience of imaging for themselves. Main exhibits will be as follows: 1. Digital cameras Four series to meet varied consumer needs As the number of digital camera users and the range of applications continue to expand, user needs are becoming increasingly diversified, and Fujifilm has developed numerous products to meet these needs. At Photokina 2004, in addition to the emphasis on total image quality, Fujifilms FinePix digital camera series has been expanded to meet a variety of lifestyle and budget needs. The Fujifilm FinePix series comprises four different product lines: the S Series (FinePix S3 Pro/S20 Pro/S7000/S5500/S3500), conceived to satisfy professional requirements for photographic expression; the F Series (FinePix F810/F450 /F440/F455), emphasizing style and high-performance; the A Series (FinePix A340/A330 /A120), designed to make digital photography as easy as possible; and the new E Series (FinePix E550/E510/E500), tailored to maximize the pleasure of taking photographs.
The debut of the FinePix F455 is one of the highlights of the FinePix display. This ultra-compact camera boasts 5.2 million effective pixels and a 2-inch LCD monitor. Incorporating Fujifilms innovative Super CCD and high-quality Fujinon lenses, high-performance sensor modules for camera-phones will also be displayed. FinePix S3 Pro Ideal for studio or wedding photography, the FinePix S3 Pro is a professionaluse model that incorporates Fujifilms newly developed Super CCD SRII (12.34million effective-pixel [6.17 million S-pixels + 6.17 million R-pixels]). The resulting expanded dynamic range produces exceptionally high-quality images. An extensive selection of sensitivities and advanced image processing technology give this camera consistently high quality, while a dynamic range customizing function and film simulation mode permit a wide range of photographic expression. Connected to the Digital Photographic Printer Pictrography 4500N, boasting sophisticated network functions, the FinePix S3 Pro makes it easy to produce A3 size prints of exceptionally high quality. 2. Print at Retail Varied retail print solutions with a focus on Frontier Photokina provides a showcase for Fujifilms approach to digital printing in the retail environment. Fujifilms Print at Retail services are based on output of digital camera images with Digital Minilab Frontier, a remarkable fusion of digital and silver halide technology. At Photokina 2004, the combination of the Digital Minilab Frontier 570, Fujicolor Crystal Archive Paper Type II and CP-49E chemical processing makes possible a new dimension in easy, speedy, beautiful, long-lasting digital camera prints. This years exhibit will also introduce the Digital Photo Center and Order-it terminals for prints from digital cameras and camera-phones as Kiosk @ Retail solutions, as well as Internet-based print services. The addition of the Printpix series of on-the-spot output options further expands Fujifilms extensive range of Print at Retail services. An exhibit of Frontier System Solutions will be aimed at retailers offering a variety of digital imaging services. Among the solutions for enhanced print processing capabilities are the Prints in Minutes service, Full Automatic Red-eye Correction function, and the My Fujicolor Printer service for simplified orders via the Internet. In addition to the high-performance, high-productivity Frontier series, these solutions provide powerful business support for minilab shops.

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Frontier 570 The Frontier 570 is the newest addition to the acclaimed Digital Minilab Frontier series. Despite its compact size, the high-speed Frontier 570 can produce 1,800 prints (4R size) per hour. The combination of Frontier 570 with Fujicolor Crystal Archive Paper Type II and CP-49E chemical processing achieves the kind of ultra high-speed, high-quality printing services that only Fujifilm, a total imaging company with the capability to integrate development of the hardware, the paper, and the chemistry, can offer. In addition to compatibility for 12-inch prints, the Frontier 570 is also equipped with Fujifilms proprietary Image Intelligence with new Full Automatic Red-eye Correction function. 3. Mobile Printer-MP-100 Apace with the popularity of digital cameras, camera-phones are also enjoying rapid growth as simple picture-taking devices. As camera-phones become increasingly high resolution, the demand for prints from camera-phones is growing. With this market in mind, Fujifilm is introducing the newly developed MP-100 mobile printer. The MP-100 receives data from a camera-phone via wireless infrared transmission, eliminating the need for connector cables or media cards. This wireless battery-operated printer produces high-quality prints, instantly and effortlessly. 4. Film, cameras & one-time-use cameras Fujifilm is constantly aware of the great potential and demand for silver halide photographic products, and remains fully committed to the continued development of new and innovative products for this market. Among the range of new film camera models exhibited is the stylish C1 Zoom 56 (two models). Also on display will be the QuickSnap Smart Flash, with a unique dual flash that produces improved photo quality for night scenes and indoor photography. On display as a reference exhibit is the Natural Photo System which combines ISO 1600 film, a newly developed compact camera with a bright F1.9 lens and a unique exposure program that automatically controls optimum exposure. This system maximizes the advantages of silver halide technology, making it possible to shoot non-flash photos with available light to produce natural-looking images as they appear to the human eye. Initially, the Natural Photo System will be available in the Japanese market only.
5. Professional products Two medium-speed color negative films for professional use will be introduced. Representing the leading edge of Fujifilms color negative film technology, Fujicolor PRO 160S combines smooth, gentle tonality with superbly natural color reproduction, while Fujicolor PRO 160C offers high contrast and vivid color. Both of these new films have been optimized for digital scanning. 6. Inkjet paper On display will be Fujifilms new Premium Plus Photo Paper Professional (narrow format), the highest quality paper in Fujifilms series of inkjet paper. This top quality high-gloss paper for inkjet printers offers a luxurious premium-quality feel and features a heavyweight resin-coated photo paper substrate. 7. Theme exhibit concept shop & concept products Fujifilm is constantly developing products and services for the imaging world of the future. Providing products and services that deliver enhanced pleasure and convenience is Fujifilms mission. On display at Photokina, digital camera prototype models, a portable-type image viewer and a home-use image server provide a glimpse of the future of digital imaging, while a Concept Shop introduces the kind of services that the photo shop of the future will be able to provide. In addition, new applications for Fujifilms proprietary Image Intelligence technology, based on face detection and face recognition functions, will be introduced.