An apparatus for ink jet printing, as well as corresponding method and system are described. The apparatus includes a source of fluid film, a fluid film metering roller supported for contact with the source of fluid film, a variable speed drive arranged to effect movement of the fluid film metering roller in an endless path at different surface velocities, a donor roller supported in contact with the fluid film metering roller, an ink jet printhead configured to emit ink, and a print assembly rotatably supported in the apparatus, the print assembly having a print assembly surface coupled to the donor roller, the print assembly configured to receive ink from the ink jet printhead and produce an image on media using the ink, wherein the donor roller is configured to convey the fluid film from the fluid film metering roller to the print assembly surface at various rates depending on a surface velocity of the fluid film metering roller, and at least one of the following: an amount of fluid film left on the donor roller, a film thickness of the fluid film on the fluid film metering roller, and a speed ratio between the fluid film metering roller and the donor roller, wherein the variable speed drive is operative independently of the print assembly.