Sug posted the following in the Neopan 400 thread. It's taken from the Fujifilm page linked in the reply I got from Fujifilm:
"銀塩フィルムの市場は縮小が続いており、ラインアップ・包装単位の見直しを行うことで、今後とも継続してご利用いただける体制づくりを進めてまいります。" (fron the linked page)
This is the important part IMO.
In short, they'll continue to provide film products by readjusting/reconsidering the lineup and package unit (e.g. 5 pack -> 3 pack) although the film market is shrinking.
