Fluorescence is one property that is not very good to measure "by eye". Hand-held UV lamp irradiation can tell you a little, but nothing quantitative. You are better off using a fluorimeter if you really want to get an idea of what is fluorescent and what isn't.
More to your question, there are lots of examples of compounds which have quenched fluorescence (or altered fluorescence) when concentrated. A classic example is pyrene, which is certainly fluorescent when dilute but forms a very highly fluorescent (and different color fluorescence) when concentrated due to excimer formation. Fluorophores tend to be flat, rigid molecules and thus they also tend to have good intermolecular interactions when concentrated. These interactions do all kinds of strange things to the fluorescence in the solid state. Usually these interactions are deleterious (meaning fluorescence is quenched, red-shifted, or both) because interactions of adjacent pi-systems introduces new efficient pathways for nonradiative deactivation of the excited (fluorescent) electronic state. I'm not sure about thin film vs powder off the top of my head without knowing more about your molecular structure, but I can tell you that not all solids are created equal. Intermolecular interactions in a thin film or dropped from a dilute solution can be quite different than in an amorphous powder. This alone could explain the differences you are seeing.
Then again, it might just be the insensitivity of your eye, so I wouldn't make any real conclusion until you do a more analytical fluorescence experiment with a fluorimeter.