Kodak increases film production to keep up with demand from millennials

Film really isn't dead, and its continued success isn't down to bearded old men who won't let the past go, but millennials.

Rumours of film's demise have been greatly exaggerated. We've been told again and again that it's a shrinking market that only clings on due to a few die hards. And yet, 35mm motion film continues to be used in Hollywood, and, most recently, we've discovered that consumer demand for film has doubled in the past five years. Far from decreasing in popularity, film is actually growing in take-up.

I recently went into my own reasons why I think film still has a place in production now in the video below.

In fact, the demand for film in both the motion picture and consumer sectors has grown to such a degree that Kodak, one of the few remaining producers of new film stock, has had to upgrade its manufacturing plant to keep up with sales.

Surprisingly, while formats such as Super 8mm and 35mm stills cameras figure into the increased demand, much of it is being driven by millennials' use of disposable instant cameras.

Retro will always have a place with younger generations, whether it's discovering bands like Nirvana or The Jimi Hendrix Experience, or clothing fashions (the mid-2000s styles are apparently back, just to make some readers who consider themselves young feel old!) Retro will seemingly never get, err, old...

While millennials are making use of instant print cameras, 35mm and medium formats have had a resurgence thanks to major influencers like Peter McKinnon. The increase in popularity of film-based devices has meant that prices on the used market have also been driven upwards, bringing frustration to those who were on the bandwagon before it became a bandwagon.

Of course, film often isn't missed by some of those who had to use it for work back in the day. After all, there's possibly nothing worse than having to rely on a dust averse fragile mechanical mechanism while in the midst of a war zone for instance. But, for those who have a choice whether to use it or not, and who don't have the pressures of a news editor above them, using film can be a fascinating and educational experience.

tl;dr

• Film is experiencing a resurgence, driven largely by millennials who embrace retro formats like 35mm and disposable instant cameras.
• Demand for film stock has doubled in the past five years, prompting Kodak to upgrade its manufacturing capabilities to meet sales.
• Major influencers, such as Peter McKinnon, have contributed to the growing popularity of film, particularly in the 35mm and medium format markets.
• While some professionals remember the challenges of working with film in difficult conditions, many enthusiasts see it as a fascinating and rewarding medium to explore creatively.