I had seen advertisement in a magazine recently, and today bought Kodak 400 UC at Walmart. It is quite a bargin too, 3 rolls of 36 for $12. As a comparison, B&H is selling packs of 5 rolls of 36 for $25, plus you have to pay for shipping. I was at Target this morning too, they do not have the 400 UC, yet. I think it is a good idea to make professional film available at large retailers. I hope that folks will reach past the Max Vesatility packs and give good film a try for a buck or two more.