FUJIFILM’s Face Detection Technology A Cure For “Picture Phobia”

Survey Shows Majority are Camera Shy; Launch of Best Face Forward Web Site

Valhalla, NY, November 10, 2006 - More than 73 percent of women and almost 50 percent of men feel uneasy in front of a camera. So says the surprising results of a survey conducted recently by FUJIFILM U.S.A., Inc., which commissioned the study to learn why so many folks are apprehensive when asked to smile for a picture.

According to survey respondents, weight and hair style concerns are the main reasons for their “picture phobia.” In fact, 44% surveyed preferred to do laundry, 34% would rather pay bills and 18% would rather visit the dentist than pose for a picture.

While some would prefer to steer clear of a photographer altogether, many survey respondents cited factors that would make the picture-taking experience – even the most casual one – more pleasurable. Feeling better about appearance (52.9%), help with hair and make-up (35.9%), having the right clothes (26.3%) and/or including family and friends in the picture (27.1%) topped the list. *

According to psychotherapist and author, Doris Wild Helmering, the overwhelming reason for this “picture phobia” is the fear the camera will reveal what subjects perceive as physical flaws.

“Ever notice how right before a picture is taken, subjects fix their hair, flatten their stomachs, remove glasses, stand sideways to camouflage a growing midriff or look upward to tighten a sagging neckline?” said Helmering. “The bottom line is that everyone wants to see themselves at their very best.”

Fujifilm’s “Picture Phobia” Cure
Fujifilm’s latest digital imaging innovation - Face Detection Technology - should help ease these photo fears. Cameras with Face Detection Technology aboard, like the current FinePix S6000fd and FinePix F31fd (available December 2006) can identify up to 10 human faces in a scene and set the correct focus and exposure for those faces, automatically. With the correct focus and exposure, the faces of photo subjects are sharp, in the best light and looking their very best. Quite simply, Fujifilm’s Face Detection Technology helps a subject put their “best face forward.”
Fujifilm’s Best Face Forward Web site

“Best Face Forward” is the theme of a new Web site from FUJIFILM U.S.A. Located at www.fujifilmusa.com/BestFaceForward, the site serves as an information hub for looking great in photos. There, visitors can learn more about Fujifilm’s Face Detection Technology and how it helps to improve “people pictures” and the overall quality of a photo. In addition, FUJIFILM U.S.A. asked a panel of experts to divulge a few secrets for putting your best face forward in pictures and their tips are on the site as well. Visitors also can find smart tips for looking their best in what many consider their worst photograph: the driver’s license picture.

In addition, at www.fujifilmusa.com/BestFaceForward visitors can challenge their powers of observation by completing a fun Face Detective game for a chance to win one of eight digital camera prize packages containing the new FinePix S6000fd camera, a 256MB xD-Picture Card and a 4-pack of Energizer e² Lithium AA batteries or the Grand Prize: a Weekend Trip for Two to New York City and a portrait sitting with professional photographer, James Ferrara.

About Fujifilm
Fujifilm brings continuous innovation and leading-edge products to a broad spectrum of industries including medical, life sciences, consumer electronic, chemical, graphic arts, information systems, photography and office products based on its vast portfolio of digital, optical, fine chemical and thin film coating technologies. The company provides products and services that contribute to the advancement of culture, science, technology and industry, as well as to improved health and environmental protection. It is the global leader in digital minilabs; Computed Radiography systems; ink dyes, pigments and UV inks for inkjet printers and materials used in the production of flat panel displays. It was ranked number 18 for U.S. patents granted in 2005, employs more than 75,000 people worldwide and in the year ended March 31, 2006, had global revenues of $22.8 billion.

FUJIFILM U.S.A., Inc., Valhalla, NY, is a U.S. marketing subsidiary of FUJIFILM Corporation, Tokyo, Japan, providing digital and analog photographic Imaging Systems, Recording/Storage Media and Motion Picture Film products and services to consumers, professionals and businesses.

For more information on FUJIFILM U.S.A. products, customers can call 800-800-FUJI or access the FUJIFILM U.S.A. Web site at www.fujifilmusa.com.

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Contact Information

Andrew LaGuardia

FUJIFILM U.S.A., Inc.

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