Is it or isn't it?

That seems to be the question regarding Fujifilm Superia Premium, as reported by Petapixel after a number of Asian dealers started marking the film as discontinued.

The official word from Fujifilm is that is not discontinued, but that "production volume remains limited."

This seems to be true for several other Fujifilm stocks, as well, as I've had issues finding current stock of Velvia lately, and others have reported similar problems with Provia.

The most likely explanation for films being consistently out of stock is that Fujifilm doesn't continuously manufacture any given film, but rather waits until they have enough orders to produce another batch at efficient cost. Volume in film is relatively low, though fairly constant according to two stores I've talked with. One says that they've gotten in the habit of attempting to over-order when a stock becomes available so that they can make it through to the next production batch, but they indicated that sometimes they don't get everything they've ordered, so they end up seeing the same short-term shortages.

Back when I was (near) exclusively using film in the 90's I did something similar: I ordered large quantities of film and used refrigeration for storing them. This did two things: (1) it meant that I was using film all from the same batch (there's a small amount of batch-to-batch color drift in most film), and (2) it kept everything "fresh" so that I got the same color results even from film that was months old (film color also slightly drifts with age if not refrigerated). This was particularly important at Rodale where we did a lot of product photography, and needed to not only get a product's color "correct" but also needed the downstream image processing to be 100% consistent, as well.

Of course, if you're just dabbling with film, such precision probably isn't something you're concerned about. However, you should always be careful about how you store your unused film, otherwise you could get color shifts you don't want when you finally use it.

A good basic rule of thumb is that if you're going to be using a roll in the two to three weeks after purchasing it, don't worry about refrigerating it. If there's a chance that it'll be a month or more before you use a roll of film, then you should refrigerate it (don't freeze it).

One final point: don't refrigerate, thaw, refrigerate, and thaw the same film over and over. Put film for long term use into the refrigerator and keep it there until you need it. Once out of the refrigerator, use that roll of film in the next two or three weeks.