Fujifilm UK posts cryptic statement after the postponement of The Photography Show

Mar 10, 2020

John Aldred

John Aldred is a photographer with over 20 years of experience in the portrait and commercial worlds. He is based in Scotland and has been an early adopter – and occasional beta tester – of almost every digital imaging technology in that time. As well as his creative visual work, John uses 3D printing, electronics and programming to create his own photography and filmmaking tools and consults for a number of brands across the industry.

Fujifilm UK posts cryptic statement after the postponement of The Photography Show

Mar 10, 2020

John Aldred

John Aldred is a photographer with over 20 years of experience in the portrait and commercial worlds. He is based in Scotland and has been an early adopter – and occasional beta tester – of almost every digital imaging technology in that time. As well as his creative visual work, John uses 3D printing, electronics and programming to create his own photography and filmmaking tools and consults for a number of brands across the industry.

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It seems like some exhibitors at The Photography Show had been well prepared for its cancellation or postponement over coronavirus fears. Fujifilm UK has just made a rather cryptic statement in the hours since it was announced that TPS had indeed been postponed.

While Fujifilm UK says they fully support the decision to cancel the show, they also say that they are planning to “bring all of the elements of The Photography Show experience to life over the coming weeks” – whatever that might mean.

The statement, which was posted to the Fujifilm EU website as well as the Fujifilm UK Twitter account reads as follows…

The coronavirus epidemic is a unique situation – and from both a staff and an audience perspective, the decision to postpone The Photography Show is the most responsible decision and one that we fully support. Through this evolving situation, the health of Fujifilm employees, partners and customers is our primary concern.

While we understand that the photography community will be disappointed, we have been developing our contingency plan for several weeks and we look forward to bringing all of the elements of The Photography Show experience to life over the coming weeks, the schedule of which will be announced shortly.

– Fujifilm UK

Exactly what this means is currently unclear, but it suggests that Fujifilm UK may be planning their own series of smaller events focused purely on Fuji products – possibly with one of the crazy (and pretty awesome) photoshoot sets they typically build up at The Photography Show.

But would that be the smart move right now? Given the cause of the cancellation of The Photography Show (and MWC, CP+, SXSW, GDC, etc) and the rapidly rising number of coronavirus infections in the UK and around the world, wouldn’t that be a little irresponsible?

They may not be planning physical events at all, though. They may simply be creating their own online experience, that allows as many people as possible to experience it from the safety and comfort of their own homes.

At the moment, they haven’t really said anything about their actual intentions, but I suppose we’ll find out soon.

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John Aldred

John Aldred

John Aldred is a photographer with over 20 years of experience in the portrait and commercial worlds. He is based in Scotland and has been an early adopter – and occasional beta tester – of almost every digital imaging technology in that time. As well as his creative visual work, John uses 3D printing, electronics and programming to create his own photography and filmmaking tools and consults for a number of brands across the industry.

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