On November 19, 2009, in the setting of a marvelous sunny Roman day, the launch of the new film ETERNA Vivid 500 took place at the Cinecittà Studios in Rome’s famous Sala Fellini, followed by a sushi buffet that further demonstrated the excellent qualities of “Made in Japan.”
Thanks to the outstanding organization, led by the Divisional Manager MP Italy, Flavio Trezzi, in collaboration with the Milan and Rome offices, 140 people from the world of the cinema, television, industry, rental cameras and production, attended the event.
More than 100 directors of photography (DOPs) attended the meeting, including the president of the A.I.C. (Italian Association of Cinematography), Alessio Gelsini. A considerable representation of Italian development and print labs also attended, and all of them, from colorists through to graders and the DOPs, showed great interest for the new Vivid film “look”.
During the introductory address given by CEO of Fujifilm Italia, Erwin Parth, the audience gained deeper knowledge about the company’s products and the presence of the multinational Fujifilm on the global market.
The presentation, followed by a demonstration reel produced in the United States, highlighted the main features and the excellent qualities of the ETERNA lineup and especially the Vivid 500.
During the presentation, excerpts from the following movies shot with ETERNA products in 2009 were shown:
The event was a major success with the audience, who appeared greatly impressed with the R&D capability of Fujifilm in Motion Pictures and the exceptional qualities of the film in comparison to digital. In addition the members of the audience expressed firm confidence in a long-lasting future of the film.