FujiFilm Brings Photography To New York Fashion Week In An Instant

Instax 200 Instant Film Camera and Instax Instant Color Film Offer behind the Scenes Solution to Fashion Industry Professionals

Valhalla, NY, September 11, 2009 - FUJIFILM U.S.A., Inc. today announced its support of a number of happenings in the upcoming New York Fashion Week taking place September 10-17, 2009. Fujfilm will supply Instax 200 Instant Film Cameras and Instax Instant Color Film to the sought after designers, Rodarte and Yigal Azrouël, top makeup artists from MAC Cosmetics, distinguished photographers from Vogue Alumni House in addition to leading fashion publication, Pop magazine. Instant film is frequently used throughout the industry for castings, styling and high profile parties. The eagerly anticipated event will showcase spring 2010 design collections and will be held in New York City's Bryant Park, and throughout the Big Apple.

“Our goal in bringing the Instax to the US market is to fill a void in industries that rely on instant film and it is gratifying to see that we are doing just that in the fashion world,” said Kayce Baker, director of marketing, Professional Markets, Imaging Division, FUJIFILM U.S.A., Inc. “The Instax has drawn quite a bit of enthusiasm from the fashion industry in particular and we are pleased to be a part of New York Fashion Week.”

“In fashion, instant film has remained popular because of its ability to develop on the spot, ideal for casting calls and styling sessions,” said Aimee Cho, Gryphon New York. “Unlike digital images, instant photos develop in minutes eliminating the need to upload and print photos.”

Since the release of the Instax Instant Film Camera and Instax Instant Color Film to the United States late last fall, various markets have taken an interest in Fujifilm’s instant film solution for its immediacy and inability to be altered in a digital age where photos are so easily manipulated, while instant film enthusiasts appreciate the honesty and authenticity of the film.

For more information about Fujifilm’s Instax Instant Film Camera System, go to www.fujifilmusa.com, or follow the Instax on Twitter by going to www.twitter.com/instax. To share and view Instax photos and stories go to the Instax blog at www.fujifilminstax.com.

About Fujifilm

FUJIFILM U.S.A. Inc. is a marketing subsidiary of FUJIFILM Corporation providing digital and analog photographic imaging systems and services and Motion Picture Film products and services to consumers, professionals and businesses. For more information please visit www.fujifilmusa.com, or go to www.twitter.com/fujifilmus to follow Fujifilm on Twitter.

FUJIFILM Corporation brings continuous innovation and leading-edge products to a broad spectrum of industries, including electronic imaging, photofinishing equipment, medical systems, life sciences, graphic arts, flat panel display materials, and office products, based on a vast portfolio of digital, optical, fine chemical and thin film coating technologies. The company was among the top 15 companies around the world granted U.S. patents in 2008, employs more than 70,000 people worldwide and in the year ended March 31, 2009, had global revenues of $24 billion. Fujifilm is committed to environmental stewardship and good corporate citizenship. For more information, please visit www.fujifilmholdings.com.