Fujifilm Superia Premium is so difficult to find that many have, for some time, believed it to be discontinued. “It started when I went to buy some film at Bic Camera, and noticed they had completely removed the shelf space for Superia Premium. We are writing to you regarding your inquiry about the availability of “SUPERIA PREMIUM 400.” We sincerely apologize for the inconvenience and concern caused to our valued customers due to the current unavailability of “SUPERIA PREMIUM 400.” “SUPERIA PREMIUM 400” is still in production. Film, especially Fujifilm film, is a different beast, however. For example, Superia Premium isn’t even listed on Fujifilm’s main website or official film website, despite the fact that Fujifilm just this week directly confirmed it’s still in the manufacturing pipeline.