Segments in this Video

Custodians of Photography (03:14)


People take over 20,000 photographs per second. Fujifilm dominated the Japanese photography market for decades. The company's headquarters has a photo history museum; Yuzo Toda recalls his first day at the company.

Photography Rivals (03:59)

An ethos of trust established the foundation of Fuji Photo Film in the 1940s. It began producing film for consumers in the 1950s and competed with Kodak. In 1976, Fujifilm released high-speed 400 film.

Marketing War (03:20)

In 1984, Fujifilm became a sponsor of the Olympics and quickly obtained 50,000 distributors; Kodak declined sponsorship. Digital photography disrupted the industry; Fujifilm struggled entering the 21st century.

Digital Revolution? (03:36)

Business-to-business markets felt the first wave. Fujifilm released the first fully digital camera in 1988, but models were used only by professionals. The photographic film market continued to grow and Fujifilm abandoned business ventures.

Analog Camera (03:45)

Cost and resolution were problems for digital camera production and Fujifilm focused on the Instax Mini. In 2003, the Digital Age became a reality and photo film sales plummeted. The company had to rebuild to survive.

Disruptive Technology (02:27)

In 2004, Fujifilm imaging net profits dropped $85 million. Mobile phones revolutionized digital photography. Fujifilm cut production and manufacturing.

Generating New Income (04:48)

Fujifilm used the expertise and technology behind photo film for applications outside of photography including health care.

New Fujifilm (08:09)

In 2006, Fujifilm built a $400 million research facility; vitamin supplements were its first health care product. The company's culture shifted under Shigetaka Komori's decisive leadership. Experts applied the technology behind photo film to the cosmetics field.

Cultural Preservation (06:59)

Fujifilm produces photo film to protect the culture of photography. In 2011, it sent volunteers to locate, restore, and return photographs after a tsunami. In 2012, Fujifilm relaunched the Instax Mini.

Adaptability (05:19)

In 2012, Kodak filed bankruptcy after its inability to diversify. Fujifilm produces products for a variety of fields. See Fujifilm's Open Innovation Hub.

Credits: Fujifilm (00:31)

Credits: Fujifilm

For additional digital leasing and purchase options contact a media consultant at 800-257-5126
(press option 3) or


Part of the Series : Inside the Storm: Lessons From The Boardroom
DVD (Chaptered) Price: $169.95
DVD + 3-Year Streaming Price: $254.93
3-Year Streaming Price: $169.95



It was an international brand with profits in the millions, but in the turn of the millennium, Fujifilm was standing on unstable ground. Inside The Storm: Back from the Brink interviews the people directly involved, uncovering the decisions and risks taken to keep the iconic brand alive.

Length: 48 minutes

Item#: BVL160389

ISBN: 978-1-64481-004-0

Copyright date: ©2017

Closed Captioned

Performance Rights

Prices include public performance rights.

Not available to Home Video and Publisher customers.