Fuji Photo Film U.S.A Press Release 22/09/04

Proprietary Technology Gives Fujifilm’s New Inkjet Photo Paper an Advantage over Competitive Products; New Photo Paper Broadens Fujifilm’s Printing Options

VALHALLA, N.Y. - (BUSINESS WIRE) - Sept. 22, 2004—Fuji Photo Film U.S.A., Inc., one of the world’s pioneering companies in the field of digital imaging products and services, has expanded its line of inkjet photo paper. By applying its 70-year history of imaging know-how and manufacturing excellence to its inkjet product line, Fujifilm is poised to expand its presence in this growing segment, valued at over $450 million and projected to grow to nearly half a billion dollars in 2005.**

With the addition of Gallery Select and Family photo paper along side the acclaimed Premium Plus product, Fujifilm now has a broad home printing solution that works with all inkjet printers, delivering smooth, glossy prints with crisp detail, contrast and definition. Gallery Select provides long-lasting, professional quality photos ideal for special occasions and framing. The high quality, Premium Plus photo paper makes brilliant prints for photo albums. And the affordable, instantly dry Family photo paper is ideal for home, office and school projects.

Both Gallery Select and Premium Plus feature the company’s proprietary Super Performance Technology, which is derived from Fujifilm’s renowned film coating production process, and provides a technological advantage over competitive products. This patented difference means that Fujifilm’s photo paper has more coating layers than all competitors’ and delivers better color control and accuracy, resulting in crisper detail, whiter whites and deeper, more brilliant colors. In addition, this technology provides greater longevity, especially in the highest quality photo paper, Gallery Select.

Recognizing the superior quality of Fujifilm photo paper, Lexmark International, Inc., (NYSE: LXK), a leader in the home inkjet printer market, entered into a multi-tiered marketing agreement with Fujifilm. This fall Fujifilm photo paper will be promoted with Lexmark inkjet photo printers and ink cartridges at participating retailers.

A Printing Option for Every Lifestyle
Since printing habits vary from family to family, Fujifilm has developed a comprehensive portfolio of fast, high-quality and cost-effective digital printing solutions suiting every consumer lifestyle.

Long known as a provider of film processing services for consumers at retail, Fujifilm now provides the same quick and easy photofinishing service for the millions of consumers who capture their pictures with digital cameras, and prefer to print at retail.

Fujifilm has also expanded and enhanced its retail photofinishing option by launching the “Get the Picture Online Service”. This Internet-based ordering system, which consumers can access at Fujfilm’s Digital Camera Developing (www.digitalcameradeveloping.com) makes it easy for consumers to upload their images at home, send them to a retailer for printing, and pick-up them up sometimes in as little as a few hours.

“Consumers are searching for fast and easy ways to print pictures from their digital cameras. With our new line of home photo paper, our large network of retailers who offer digital printing, and our online service ‘Get the Picture Online’, Fujifilm offers superior photo printing products and services…wherever the consumer wants them,” said Joellyn Gray, Director of Marketing, Consumer Printing, Fuji Photo Film U.S.A., Inc.

For more information on Fujifilm’s inkjet paper, please visit www.fujifilm.com/inkjetpaper.

About Fujifilm
Fuji Photo Film U.S.A., Inc. is a subsidiary of Fuji Photo Film Co., Ltd. and delivers technology solutions to meet the imaging and information needs of retailers, consumers, professionals and business customers. As a global leader in digital imaging, Fujifilm pioneered the development of digital medical systems, and today is the leader in digital minilab systems. The company was ranked in the top ten for U.S. patents granted during the last decade, employs approximately 73,000 people worldwide and in the year ending March 31, 2004, had global revenues of more than $24 billion.

In the U.S., Fujifilm is a leader in delivering high quality, easy-to-use imaging and information solutions in the following categories: Digital Imaging Systems, Recording/Storage Media, Film and Imaging Systems, Motion Picture Film, Graphic Arts and Printing Systems and Medical Imaging and Diagnostics Systems. Fujifilm is committed to being an environmentally friendly, humane enterprise and an exemplary corporate citizen.

All product and company names herein may be trademarks of their registered owners.

(**) Lyra Supplies Advisory Service - Lyra Forecast 1st Half 2004