I think Florian Kaps is an excellent choice for marketing the new integral film. The Lomographic society achieved something very important: they made film cool for the younger generation. Art students and the arty types at high schools all over love it. The reason Lomo can charge a premium for their products is that they have marketed so well that people think it's worth it.
The only way the new integral film is going to survive is if the market grows, and young people with money to spend are the best new customers. Lomo was successful in appealing to that market with roll film cameras and it will be a great thing for all of us film buffs if Florian Kaps can turn the trick again with integral instant.
Film is no longer necessary for recording and reproducing images. It is, arguably, not even the best way to do it in some cases. If I wanted to record a kid's first birthday party for posterity, I sure wouldn't use a Polaroid, even though I have several. But when I want a unique experience (say, for a friend's 40th birthday party), I bring my 'roids and hand them around. People have a great time shooting each other, watching the images develop, and trading pictures like baseball cards (sometimes with phone numbers scrawled on the back). I sometimes take some of the pack images home and make a photo collage using emulsion transfer. People talk about using the Polaroids for months afterwards.
Film will die unless the next generations see it as a creative medium that offers a highly personal experience that they can't get from digital. The marketing effort that carries this message will be extremely important for the success of the project.
