The sales and marketing (was there any for the last ten years?) can certainly do with a kick from the new owners.
Well if you mean a financial kick as in bigger budget, I would agree, because their hands have been tied for a number of years by upper management trying to make everything that is not film related more profitable. That means they have had very little budget to work with, there are limits to that...
As far as the comment about supporting consumer labs, that ship has sailed, at least in terms of what used to be the business model. Facebook and Instagram are all the rage for how the casual snapshooter now shares ( Throws away copyright ) fauxtographs to all their faux-friends to get that nice stack of gushing faux commentary.
The camera user who actually wants prints, regardless of it being from digital or film, is now very small compared to what it used to be....and it might be shrinking still, not good for all those community labs. The serious film shooter who wants prints or at least the ability to use a scan from film is already willing to send out his C41 / E6 film to a good lab out of state, I sure am.
Companies like Ilford, Fuji and Kodak need to somehow make it much more fun to send your film off for developing, some kind of lyrical storyline / method that plays into what it really means to use film....I see a *lot* of missed opportunity here that should not cost either the consumer or the labs a lot of extra dough...
A lot of older folks who either used to use film and now claim digital as the mother of all things living and beyond or still do, complain about what a pain it is to use film because they lost the ability for it to be 1990's easy. They also bitch about less film choice, everything you can think about really. When the reality is that we all need to be treating film use for what it is now, Alternative Process with a different possibility ahead for us, one that we can treat as being really special because it is.
Film has mucho uncharted visual and creative territory left, but it's not going to have a chance if we keep expecting what we used to get when we used to get it. Film use needs some visionaries to keep it in the spotlight....people of all ages are hungry for the framing of a visionary.