Last week, a rumor started circulating that Fujifilm would not be attending Photokina 2020. Now it’s officially confirmed: Fujifilm is bailing out.
PetaPixel obtained an official confirmation from both Photokina and Fujifilm that the company won’t take part in the upcoming show. In a statement, Fujifilm explained the reasons behind this decision. It sounds like they took everything into consideration: “After considering exhibiting from an overall perspective, including the launch timing of several exciting new products next year, our sales promotion plans, and cost effectiveness, we have decided not to take part in photokina 2020,” the company writes.
Fujifilm adds that they will continue to engage with their customers but through different interactive events and hands-on promotions. They note that customers are “the number one priority” and they always will be, so the company will find the ways to engage with them.
With this confirmation, Fujifilm has officially joined other major brands that canceled their attendance at Photokina 2020. Elinchrom was the first to bail out in 2018. This year, Nikon, Leica, and Olympus made the same decision and announced that they wouldn’t be at Photokina 2020.
Over the last few years, Photokina has undergone a couple of major changes. First, it was turned into an annual event starting from 2018. And then, the 2019 show was canceled and rescheduled for May 2020. So, Photokina turned from a bi-annual September event into an annual May event… And apparently, both decisions were terrible.
[via Mirrorless Rumors]