Fuji Film

In 1984, the upstart camera film manufacturer Fuji paid one million dollars for sponsorship rights of the Los Angeles Summer Olympics, a preemptive strike in the back yard of their unwitting U.S. competitor Kodak. Leveraging its new-found prestige as The Games’ official film, Fuji began its steady rise in the camera film business on a world-size stage, moving from a regional supplier to a major player. This “perfect shot” from the Japanese contender did what every good play should do…it boosted Fuji’s standing and simultaneously sapped strength from the rival Kodak brand.