Dear photrio members,
thanks again for your kind words and appreciation!
I will try to reply to your requests and offer further details about the film industry and some economic facts.
First we should be aware that BW photo film has always been a tiny niche segment for Fujifilm. Their BW photo film line has always been significantly smaller compared to Kodak, Ilford and Agfa. It is different for Xray film, which is and has been a high volume product segment for Fujifilm.
And we also should not forget that BW photo film is a small niche compared to colour film. Depending on the regional market, 70-95% of the photo film sales are colour.
This whole thing about the cost per roll of Acros II is like a dog chasing his own tail. You want a cheaper price per roll you need to increase the sales volume. You can't increase the sales volume when folks are not willing to buy the product due to cost. Lower the cost and you will increase the sales volume. Pretty simple economics if you ask me.
John, it looks this way at first sight. And it is some truth in it. But unfortunately economics is mostly much more complicated. The technical term for what we are discussing here is "price elasticity". You are probably assuming that if you lower the price to half, the sales will double. That would be if the price elasticity is 100%. But that is almost never the case. Because price is only one of several factors for customers to buy a product. In theory you have a price elasticity of 100% if the qualities of the compared products are absolutely identical. For example gasoline at your gasoline station. It doesn't matter at all whether you choose "Exxon" or "Shell". But the reality shows that even if you have identical quality the theory doesn't work in real world: For example here in Germany we have the gasoline brands which are always more expensive then the other ones: Aral, Shell, Esso. And those which are always cheaper, like Jet or HEM. The quality of the Gasoline is exactly the same, it it produced here in Germany by the same refineries. So in theory the more expensive brands must have been wiped out the market long ago. But it didn't happen, the more expansive brands are very popular and have their customers.
Concerning Acros II: Would those photographers who are satiesfied with Delta 100, TMX, PanF+, FP4+, CHS 100 II, HR-50 etc. switch to Acros II when Acros II would be a bit cheaper? Maybe some, but it would be a very low number. Because the customers are satiesfied with their products, using them for years or even decades. And we all know that BW film photographers are often a bit stubborn, conservative, inflexible and don't like changes at all......

. Look into the mirror....

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They will stick with their loved favourites. Well, most of them.
Some here in this thread have said Acros II must be cheaper than the competition to be successful and remain in the market. Fujifilm tried exactly that when they introduced Acros I in 2002 / 2003: They were very late in the market with their Sigma crystal type (tabular grain type) Acros. Kodak and Ilford had introduced their modern BW films long before (1986 / 1990). Therefore Fujifilm was aware of the difficulties to win customers which have been satiesfied with their established choices for years. So they tried to undercut the price of TMX and Delta 100 (and shortly after that the huge decrease in film demand started because of digital imaging). They tried a moderate form of "price dumping".
Does it work? Not really. I know from Fujifilm and several film distributors that Acros always has been a niche product. It has never belonged to the "real popular" BW films (despite its outstanding quality). A niche for Fujifilm with much, much lower sales than their other films, and a niche product in the ISO 100/21° film class. Because most photographers stayed with their established choices. If you like Delta 100 or TMX and are used to it, you will not change to another film if that is 10% cheaper. There is almost no price elasticity as the other parameters are much more important than price.
In 2010 I've got the information (not from Fujifilm directly, but from a reliable film industry source) that Acros was coated only every 4 years at that time. Because demand has dropped so much. The market volume in 2020 is even much less compared to 2010.
Fujifilm tried to keep that film in their line, but with the decreasing market price increases were absolutely unavoidable, especially for small volume nicht products.
Before the discontinuation in 2018 I have paid about 8 Euros for a 135 roll of Acros I. Then in 2019 the big Fujifilm price increase of 20-30% happened (and Kodak followed that half a year later with their 30% increase). Imagine Acros I would not have been discontinued, the price would now be in the 9.60 to 10.40 € range.
Considering that
- raw materials had to be replaced
- new replacement raw materials are probably more expensive
- some raw materials needed for film in general have had increasing prices in the last 3 years (therefore the price increases with all film manufacturers)
- Ilford is now involved in (parts of) the production and has to be paid
the current price being about 20% higher compared to "Acros I continued" looks reasonable or at least comprehensible.
Some here have claimed that Acros II could be offered at 7-8$ and would still be profitable. No, definitely not. If that would be the case, Fujifilm would really be doing it. But it is impossible with such a niche product. That is the reality.
Fujifilm has always offered products at low prices when it has been possible. Recent examples:
- The huge mass market volume instant instax film is stable in price for years; if you consider inflation, it is even cheaper now compared to some years ago
- Their C200 CN film is extremely cheap and about the same/similar price as Kodak ColorPlus, but offering higher resolution, better sharpness and finer grain (overall better value). They can offer it at that low price because the demand is huge (and increasing), several million rolls of film p.a. That is "economies of scale" at work.
- Superia X-Tra 400 has also advantages in resolution, sharpness and grain compared to Gold 400 and is in a similar price range like Gold 400.
And I want to add another perspective:
Acros II is now about 2 bucks more expensive than a "not discontinued Acros I" would be. Does that really hinders someone to use Acros II? Certainly not.
Because:
If you look at the current market volume and number of film photographers, the
average film user is using 20-30 films p.a. And that is mostly a mix of different film types: Different film speeds and different film types, colour and BW. Therefore an average film user who likes Acros II would probably use only 5-10 films p.a. for his BW ISO 100/21° needs. So we are talking about 10-20 bucks more per year. That is really negligible.
Even if you look at a high(er) volume BW shooter who is using e.g. 50-70 BW rolls p.a.. He is also using different film speeds and certainly also different film types in one speed class to get certain looks and specific characteristics due to the subject he is photographing. Therefore he wouldn't use exclusively Acros II (or any other film exclusively), but probably 20-40 rolls of it. So we are talking about 40-80 bucks more per year. Which is also still negligible if you like that film.
And a last general personal thought:
When I look at the overall costs of my photography, film is the minor part of it: When I am doing landscape photography, I have the costs of travelling to my destination, which is mostly higher than my film costs for that day. With travel photography my film costs are negligible to my travel costs. And when I am doing portraits and fashion with prof. models, the model costs are the biggest cost factor, and much higher than all my film costs for a shooting.
And when I look at the film equipment I have bought in the last years at ridiculous low prices, I have saved about 10.000€. This is probably overcompensating all film price increases for the rest of my life......

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Best regards,
Henning