Spotlight - Information about FUJIFILM Europe

Spotlight 100: Instant photography creates new culture


Young people around the world have embraced a high-tech but easy-to-use device as creative tool for self-expression: instax.  In 2015, Fujifilm sold over 5 million units of the instant camera, and its mark continues to grow. Introduced in 1998, the instax instant camera allowed users to take and produce photos on the spot. But with arrival of digital cameras, sales dropped, putting the existence of the product in danger. Yet 10 years after the introduction of instax, Fujifilm gave the camera reboot under a radically new concept, and sales rebounded almost in a miraculous fashion. Here’s how it all happened!  More