At $1.99 per 36-exposure roll this film can not be beat. Is it the best color accuracy out there, probably not, but again for the price you can't go wrong. I have shot about 50 rolls of the Superia Xtra ISO 400 and I have no complaints, reds can be a bit exaggerated, but I shoot it in my Holga so that doesn't really bother me since realism is not the goal. Plus I think they even sell this at COSTCO so you may be able to get it for cheaper than $1.99 a roll if you are a member. My avatar picture was shot on this film.