Earlier this month Kodak announced their new Portra 400 color negative film, replacing the Portra 400NC and 400VC professional films. This might seem like backwards thinking, since so many films have been discontinued as of late, but Kodak believes film is making a comeback. In an interview with the British Journal of Photography, Kodak’s US marketing manager Scott DiSabato states,
We won’t make a product like this if we don’t believe we’ll see a return on it. Luckily the colour negative film sales have been very stable over the past year. Black-and-white is also doing extremely well. It almost feel that there is a very real resurgence for film.
A lifeline for film seems to be college campuses, where many young people are introduced to 35mm film photography for the first time (like I was):
[...] the most exciting thing is to see the younger people adopt film. It’s almost a generational thing. They have not shot film growing up, but once they do get a hold of film in a university, they just seem to fall in love with it. And that’s exciting. It just seems to have a lot of influence.
You can read the entire interview here. What are your thoughts on the future of film photography?