Fujifilm plans to increase its prices substantially on a day when customers are least likely to believe it: April Fool's Day. The price increase will affect the company's film and paper products globally starting on April 1, Fujifilm announced on Monday. Though price increases will vary based on market, photographers can expect a minimum 30% increase in film cost and 'double-digit percentage' photographic paper price increases.

In the company's announcement, Fujifilm President Kenji Sukeno explained:

Over the past several years, Fujifilm has faced the rising cost of raw materials and logistics. In the past Fujifilm has absorbed some of the costs by undertaking intensive structural reforms and communalization of production facilities, but as a responsible manufacturing company and to provide the high-quality products our customers expect, the company will institute a price increase.

The price increase will impact Fujifilm's color negative, color reversal, quick snap, and control strips film products, as well as all of its photographic paper products.