I remember when the green boxes were first hitting the market. Say...1969 or so? (In SE US). The commercials on TV used to tout how the Japanese eyeball was so much more color-responsive than the American eyeball. And went on to use that "fact" to explain Fuji's superior color response and saturation in their brand of film. And the bright green box looked prettier than the boring looking Kodak yellow boxes. And that's the story of Fuji's market entrance in the US market. Oh, and it was cheap, too. (that always helps).