20 years ago, when photography’s big digital revolution happened, things started to look bleak for analogue: the advent of digital photography would have signalled the end of analogue, they said. And in 2007, when Apple presented its very first iPhone, analogue photography had its back against the wall. Photography in general took a downturn. 

Today, however, photography (digital and analogue) is doing fine, and Fujifilm has even decided to develop a new Black & White film, called Neopan 100 Acros II. The Japanese company declared that they are targeting mainly “GenZers and Millennials”, which are, surprisingly, “the new analogue enthusiasts.” 

Those who were born after the ‘90s probably don’t know Neopan, a family of black-and-white films that Fujifilm discontinued in April 2018, but are familiar with Acros, a very famous digital filter found in many Fujifilm products, from compact mirrorless, to X Series cameras. Acros gives a bold, contrasted, black and white effect to your photos. And young people love it: on Instagram the #ACROS hashtag has been used more than 50 thousand times.

The new Neopan 100 Acros II is coming in 35mm and 120 (the medium format film) and, as its name suggests, in ISO 100. Thanks to Fuji’s proprietary Super Fine-Σ technology, the grain will be finer, and the contrast will be more enhanced compared to the original Neopan 100 Acros.

Neopan 100 Acros II will be introduced in Japan this summer, and then it will reach other nations depending on market demands. Yet it remains to be seen whether the Millennials and the GenZers will truly appreciate and embrace this novelty.