Don't assume that same fall in demand for Kodak film is not also happening to Fuji. This is not a case of Kodak customers leaving the brand and stalling sales. This is about a worldwide collapse of demand for film at industrial scale production. At some point, although not through bankruptcy, Fuji will have to deal with its productive capacity and film's loss of revenues.
Originally Posted by Let's Take Your Car
If Portra is that good, and it can form the basis of some private venture firm incorporates the product line as an alternative medium to digital, likely with motion picture film forming the basis of supply.