Hollywood CA, and Toronto ONT, October 20, 2009 -- FUJIFILM North American Motion Picture Group is pleased to announce the introduction of ETERNA Vivid 500 in North America. This new tungsten type motion picture color negative film (E.I. 500; 35mm/16mm) ETERNA Vivid 500 is the newest member of the Fujifilm ETERNA family of motion picture color negative films.

The official launch of the new film was held at the American Academy of Television Arts and Sciences Theater in North Hollywood, California, on September 17. In attendance were approximately 200 invited guests from the Hollywood community including cinematographers, producers, studio executives and post-processing experts. Two leading Directors of Photography (Dion Beebe and Kramer Morgenthau) also attended the launch and were happy to answer the many questions that the audience posed. Reaction to the new ETERNA Vivid 500 was overwhelmingly enthusiastic, and we look forward to the widespread use of the new film by the Hollywood community from many years to come.

“The response we’ve received from cinematographers who have tested, are currently shooting or have viewed the demo film has been overwhelmingly positive,” said Graeme Parcher, Group Vice President, North American Motion Picture Group. “In particular, they are thrilled that our new ETERNA Vivid 500 has brought back a long-desired classic film look, with the added benefit of nearly invisible grain, high contrast, sharp color-intensive images and deep rich black tones.”