And yet in the past year Fujifilm has discontinued films and raised prices, so there seems to be a disconnect between what they say and what they do.
No.
Because you overlook one decisive point: The Photokina was significantly after the discontinuance announcements. And the announcements were made several months after the decisions were made at the headqurter (the decisions were already made in 2017).
Fujifilm told us that they had seen a significant demand change in spring and summer 2018. The positive photokina signals came in September 2018.
After that the more active marketing started.
So it looks like in summer / autumn last year Fujifilm readjusted their strategy. The Fujifilm stuff was very open minded. They explained Fujifilm is like a super huge oil tanker: It takes quite a lot time to fully change direction. We've seen that in the past with instax and their X cameras: They started quite slow and cautious, and increased their efforts step-by-step. It took them years to build their lines up.
It is realistic to expect that their actions concerning the film revival will also take some time and will be step-by-step. With small steps first. And probably later (3-4 years) with first film re-introductions. Remember how late in the game they were with their (now successful) x system.
And concerning the price increase. Kodak has published recently that they made almost 20 million bucks loss last year with their film production. They certainly cannot survive with their current prices. They have to do what is necessary: Set realistic, cost covering prices.
All manufacturers are sitting in the same boat concerning the current market price level: It is too low for a sustainable, profitable operation.
With lots of films Kodak's price increases in the past have been higher than those of Fujifilm.
Cheers, Jan
P.S.: Fujifilm just yesterday published their financial data for their fiscal year. Positive and very successful.