Sumolux
Established
Pune: After setting up a film processing laboratory in New York, where all the laboratories had shut down, and acquiring another one in London, Kodak is all set to revive the infrastructure around film stock in India. Christian Richter, director (sales and marketing), Asia-Pacific, talks to TOI:
What brings you to India?
We see an analogue resurgence, which we call analogue renaissance, around the world. The climb of films that we have sold has reverted the trend and that is the trend that we want to bring to India. I have come here to study the market and talk to the stakeholders so that we can build required infrastructure around film and provide filmmakers with options that if there is digital cinematography, they can also go back to shooting on film. We already have a distributor in Mumbai. I am also here to see how film can be used as an archival medium.
Why promote film after Kodak was dissolved in 2012?
Kodak went through quite challenging times as an overall company. The motion pictures part as well. It went into a chapter 11 in 2012 in the US. We had to reorganize and reshape the company. At that point in time, we saw a decline in films and we weren't quite sure where the decline stopped. So, at one point around 2013 and 2014, we were not sure if we can keep the factory going and if it will have enough use. What we have done is we have consolidated our footprint.
In India, we think we pulled out prematurely which sent a wrong message into the market. While in the background, when we reached out to the filmmakers in the world, we realised there is a big demand for film which gives us the option to provide a sustainable model. But this decision as far as India is concerned was wrong. So, now we have to reverse this process. We have to make sure that we can prepare an infrastructure that works for us and the filmmakers. We are going to have film laboratories and facilities you need. Film stock will be available at your fingertips.
What brings you to India?
We see an analogue resurgence, which we call analogue renaissance, around the world. The climb of films that we have sold has reverted the trend and that is the trend that we want to bring to India. I have come here to study the market and talk to the stakeholders so that we can build required infrastructure around film and provide filmmakers with options that if there is digital cinematography, they can also go back to shooting on film. We already have a distributor in Mumbai. I am also here to see how film can be used as an archival medium.
Why promote film after Kodak was dissolved in 2012?
Kodak went through quite challenging times as an overall company. The motion pictures part as well. It went into a chapter 11 in 2012 in the US. We had to reorganize and reshape the company. At that point in time, we saw a decline in films and we weren't quite sure where the decline stopped. So, at one point around 2013 and 2014, we were not sure if we can keep the factory going and if it will have enough use. What we have done is we have consolidated our footprint.
In India, we think we pulled out prematurely which sent a wrong message into the market. While in the background, when we reached out to the filmmakers in the world, we realised there is a big demand for film which gives us the option to provide a sustainable model. But this decision as far as India is concerned was wrong. So, now we have to reverse this process. We have to make sure that we can prepare an infrastructure that works for us and the filmmakers. We are going to have film laboratories and facilities you need. Film stock will be available at your fingertips.
zuiko85
Veteran
So this pertains to movie film but I suppose if you can make movie film then, with a few tweaks to the chemistry you can produce C-41 color and B&W negative for still cameras. Sounds like good news for the continued availability of film. Now if they can keep the price increases at about the inflation rate.
bucs
Well-known
As long as they keep making 5222 motion picture stock i'm a happy camper 
pschauss
Well-known
If they started making 5231 again it would be even better.
John Bragg
Well-known
All Kodak film, Cine and Still, is produced on the same machinery at their one remaining facility. If Cine film dies then there will be no Still film made for Kodak Alaris, hence this is good news for all users of Kodak film.
btgc
Veteran
Is film still cheaper route for Bolliwood?
Theatres are another, I think there in India film projection is still very strong, but they can shoot digitally to save on production phase and then print on film for projection purposes.
Consumer wise, it's clear average Indians aren't buying film compacts to take pictures.
Theatres are another, I think there in India film projection is still very strong, but they can shoot digitally to save on production phase and then print on film for projection purposes.
Consumer wise, it's clear average Indians aren't buying film compacts to take pictures.
Pioneer
Veteran
This is good news. Film lives!
FujiLove
Well-known
Are all Kodak films produced in the same facility in the US and simply bought wholesale by Kodak Alaris? If so, I assume this also applies to the B&W emulsions?
How about paper and chemicals? Same deal?
traveler_101
American abroad
So you are saying that film's role in india is likely to be largely limited to projection? That's not what I am reading:
I thought that Kodak's continued existence in the film market was due entirely to the contract it signed with Hollywood firms to buy x feet of cinematography film over the next few years. This suggests they are looking for a similar agreement from Bollywood. If they can pull that off, then it is very good news indeed. But it could also be a fishing expedition.