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.