I'm guessing that Fujifilm saw the "writing on the wall" when Kodak made the first digital camera, and they took it seriously. The Japanese companies have always had a history of diversifying like mad, so of couse Fuji got into everything else it could, and kept the profits rolling in. Unlike Kodak, which kept spinning off successful branches and selling off good ideas. So in 2000 Fujifilm's revenue was 40% film, and 60% everything else. Now it's 1% film and 99% everthing else.

Fujifilm will, as they have said, continue to make film as long as even one person is using it, but it's going to be done on a small line. So they're going to exit movie film since the studios don't want to distribute actual film any longer, and probably run their still film lines intermittently.