Only Superia 1600 and Acros in large format are being discontinued, the rest are just PACKS.
There is indeed a new interest in film, Kodak, Ilford and other manufacturers have certainly noticed it, the thing with Fuji is not poor advertisement, it's that they are "reforming" the company, film is far from being their priority, they're invested in other things now that make them more profit, film has taken the back set now for years.
Only time will tell if they will stop producing film, i don't think they will completely cease all production, but who knows.