Saturday, August 18, 2018

In Sight: Kodak is making a few lucky photographers happy

In Sight
A curated view of your world in photographs
 

Kodak fans, rejoice. Last year, the iconic firm's new owners promised it would bring back Ektachrome 100, a film emulsion that was particularly popular with National Geographic photographers and aficionados. Now, we're getting closer to its release as Kodak Alaris has started shipping rolls of the new formula to photographers who will test it before its general release.

Ektachrome, with its soft colors and exposure versatility, was first introduced in the 1940s and gained in popularity over Kodachrome because of its ease of use (developing a roll of Kodachrome was too cumbersome for most labs while Ektachrome relied on the popular E-6 process). Unfortunately, with the advent of digital photography, Kodak, caught off-guard, had to discontinue a wide range of its films, including Ektachrome 100, which hit the end of the road in 2012.

But now, as I've written a few times over the last few years, film photography is popular again. And while its market will never get back to its record-breaking levels from the 1990s, nostalgia is bringing more and more people back to film. That's not to say that it's been easy for Kodak Alaris to bring the Ektachrome brand back from the dead. Over the last few months, it has hit a few hurdles, especially since a lot of the ingredients used in the emulsion's old formula are not produced anymore. That forced Kodak to reimagine its formula without veering too far away from the look and feel photographers expect from a roll of Ektachrome film.

The lucky few photographers who are now testing the film will be able to say if Kodak Alaris has succeeded in its endeavor. If it's the case, and if the new film is a commercial success, it will bolster the calls for Kodachrome's comeback. But, the road will be long as the iconic emulsion will be expensive to reproduce and a lot less profitable for a company that is slowly rising from its predecessor's ashes. -- Olivier Laurent

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