I started out buying both Kodak and Fuji film. Quality is about the same to me between the brands but Fuji has been the better monetary value. I just got my first rolls of film developed from the Fuji Superia 800 film I bought a few weeks ago. I was amazed at the vibrant color and the overall clarity of the pictures. It is so versatile, you don't have to worry about having the right type of film in regards to lighting or motion. It basically eliminates having to buy more than one type of film depending on different situations. My in-laws have a higher quality (and much more expensive) camera than I do and I have always been envious of the quality pictures they get. I finally can get those types of pictures with this film! I won't use any other film from now on! EXCELLENT BUY!