I remember selling Fuji 35mm 36exp film in the early 1990s for IR£2.99. (Irish Punt before the Euro)
Now calculating for inflation that would be, in todays money, IR£5.86 which since I now use Euro would be 7.44. Today I sell the same film for 4.66, thats 37% cheaper than the 1990s price and that was when film was in its' hayday.
IMO I think the price of film has never been cheaper, even with recent price increases.
Their 120 acros 100 is way undercutting even Fomapan 100 and holga film on B&H. $3.20 versus $4-4.59 for Kodak B&W. From a pure business perspective, it has room to increase price and still be a solid contender, especially given the quality. I think acros 100 is the best 100 speed film available right now. (but I mostly use tmy2 since I think a faster film is more practical for mostly handheld medium format shooting)
+1. With the recent announcement by EK of the discontinuation of its E6 line, the company's ongoing struggles, and now Fuji's price increases, I am fast running out of room in my deep-freeze. My current inventory (a function, no doubt, of my pessimistic personality) must be pushing in excess of 1000 rolls of 35mm and 120 film! By any reasonable estimate, I must surely have enough E100G, E100VS, Tri-X, PanF Plus and FP4 Plus to last me through several years of shooting; still, with all the doom and gloom, I continue to place my monthly orders with Adorama and/or B&H... Oh, for a respite from the all the darkness...