Fujifilm have recently announced the return of Velvia 50 , a film much loved by landscape photographers. When Fujifilm withdrew this emulsion, it attempted to convert photographers to its then new Fujichrome Velvia 100. However Velvia 100 was a poor substitute and lacked the endearing qualities of the original Velvia. The reintroduced film is being referred to as Velvia II. The reasons for discontinuing the original emulsion were given as a shortage of, or inability to source the raw materials. The company now claims that it has sourced alternative materials enabling Velvia II to be reintroduced. Let's hope that Velvia II faithfully reproduces the qualities and colour reproduction of the original.

It is interesting to speculate as to how much the undoubted requests from photographers pushed the reintroduction as against the lack of take up of the intended replacement - Velvia 100. I keep an active interest in the films being used by other landscape photographers. I am unaware of any that have migrated across to Velvia 100. Most have simply stockpiled old stocks of Velvia 50 without a ready answer as to what they will use once the last remaining stocks run out.

Apart from the issue that Velvia 100 didn't possess the rich colour reproduction so valued in Velvia 50, Fujifilm missed the point in trying to push forward a faster emulsion. The simple fact is that certain landscape photography needs slow film. Even with an ISO 50 film, often neutral density (ND) filters are required in order to slow the shutter speed sufficiently for certain subjects and types of image. Ready examples in certain circumstances would be images with waterfalls, coastal or lake scenes, where the photographer wants to blur water movement. This style of photography becomes doubly difficult at ISO 100. Ultimately, there is a limit to the number of ND filters that can be employed sucessfully. A slower speed film can be a valuable asset.

By any measure reintroduction of Velvia 50 (or II as it may now be called) is a very welcome u-turn and something to look forward to when it relaunches in Spring 2007.

Fujifilm's press release is included below:

FUJIFILM TO RE-INTRODUCE FUJICHROME VELVIA

Valhalla, NY, November 14, 2006 - FUJIFILM U.S.A., Inc. is pleased to announce plans to re-introduce an ISO 50 Fujichrome Velvia professional film, tentatively named Velvia II. Fujichrome Velvia (RVP 50) was the first high color saturation, high contrast transparency E-6 compatible film when it was introduced in 1990 and was a favorite among photographers. Its discontinuation was announced last year due to difficulties in procuring some of the raw materials used to produce the emulsion.

"Since we announced the discontinuation of Velvia 50, we have been inundated with requests from photographers worldwide to continue production," said Christian Fridholm, Director of Marketing, Picture Taking, Imaging Division, Fujifilm USA. "They had used Velvia for many years and consider it unmatched in terms of quality and character. One of Fujifilm's main priorities is to nurture the culture of photography, so we took those requests very seriously."

As a result, Fujifilm research and development teams have developed substitute raw materials and new manufacturing technologies that enable the company to restart production. The new film is expected to be available in late spring 2007. The characteristics of the new emulsion will mirror that of the previous product.

"We are pleased to, once again, demonstrate our commitment to photographic film and to our photographer customers," concluded Fridholm. Specific details, including naming, pricing and shipment dates will be announced when they become available.