Lomography is urging the analog community to not let 120 film “go extinct,” going so far as to significantly cut the price of its 120 film to make it more appealing to a wider range of photographers.
Originally designed by Kodak for the Brownie No. 2 in 1901, its intent as a film format for the wide photographic community was superseded by 135 film, more colloquially referred to as 35mm film. Today, more than 120 years later, 120 remains the only readily available medium format film type on the market, although many film brands do not dedicate significant resources to supporting it.
One company that does and hopes to continue to do so is Lomography who offers seven different options for 120 film shooters.
“We cherish the spontaneity, speed, and instinctive nature of analogue photography. However, we’ve noticed a growing reservation within the analogue community when it comes to the distinctive and charming 120 format,” Lomography says.
While Lomography doesn’t outright state it, the company’s tone seems to indicate it doesn’t feel as though the format is selling particularly well. Perhaps this is due to cost, as 120 film is typically much more expensive than 35mm film on a per-photo basis.
“We refuse to let 120 film fade away so we now formally declare it an endangered species! To support film amateurs or professionals worldwide in their medium format practice we’re excited to announce significant price reductions on our 120 films. We firmly believe that medium format photography should be all about having fun and creating without worrying about budget constraints.”
Lomography has cut the price of all of its 120 film by a significant margin. For example, its Color Negative 100 ISO 3 Pack was priced at $34.90 but that has now been reduced to $24.90. Single rolls of its Potsdam Kino 100 ISO was $10.90 but it is now available for $6.90.
“Together, we can revive this incredible format and inspire a new generation of photographers. Thank you for your support and passion for film photography,” Lomography says.
It’s not clear if this is a limited time price reduction or if Lomography intends to permanently reduce its profit margin on 120 film in order to help save the format. Whatever the case, 120 film photographers can get film for quite a lot less — at least for now.
Image credits: Lomography