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The Editorial: Kodak Filmflam
I can almost hear Paul Simon’s 1973 hit “Kodachrome” blaring away on AM radio like an eerie death knell. Eastman Kodak is teetering on the brink of bankruptcy. While the iconic Kodachrome has been dead for a while now, it seems surreal that Kodak itself could soon be extinct – until at least the late 90’s, it was right up there with Coke as one of the world’s prime, ubiquitous, everyday brands. But in the throes of the nasty, nasty recession (depression?) we’ve found ourselves in for the past few years, anything has been possible. There have been many falls from grace, but this one is too massive and sad to believe. Since the early 2000s in photography, we’ve seen titans like Polaroid reduced to sad shells of past glories, while legends like Minolta, Contax, Konica, and Yashica have stopped making cameras altogether. Even scrappy survivors like tough-kid Pentax and serial-innovator Olympus are looking forward to depressingly dim futures…

It’s just business, right? Well, sorta. This grim scenario is clearly a function of a drastically altered social and economic landscape, in which many once-great players in an overcrowded industry were simply beat out by others (Apple, for instance) who were better at anticipating the times. As the paradigm has shifted fully to digital over the past decade, the industry has become a ruthless game of innovate or die. The silver lining is that consumers today have tons of choice of among more stylish, well-made, and inexpensive cameras than ever before. Hell, even the iPhone can be a pretty killer little snapshot machine (and just look at the fantastic work 2DM’s Skye Parrott has done on her BlackBerry).
This isn’t just a tirade against digital: in fact, digital has been a brilliant boon to photography and has expanded not only its definition and applications, but it has opened up the medium to millions of amateur shutterbugs and certainly accelerated our visual culture (see last month’s editorial Instagram Is A Murderer). And at the professional level, high-end digital sensors offer unforetold possibilities in dynamic range, scientific applications and experimental photography. Tons of professional digital work is fantastic, and fine artists, commercial photographers and shutterbugs alike have made tons of excellent of digital work. Cindy Sherman, for instance, went from film activist to digital acolyte.

Film, though, makes emotional, poignant, visceral and sometimes imperfect images. They feel like real life. Film snapshots are always better. Those sleek, functional digital toys pretty much all make pretty junky images by comparison. They’re okay for Facebook, but will never match magic recollective of the works Jakob Holdt or Dennis Hopper made on cheap, basic film cameras. Just like insanely high-fidelity digital audio recordings whose sound simply cannot match the gorgeous, visceral experience of low-tech vinyl, digital simply cannot replicate film. Pixels are not grain. But unlike vinyl’s very apparent technical limitations, large-format film is capable of producing images of superior fidelity. Film’s endangered species status boils down to considerations of cost and convenience conspiring to rob us of choice…


British photographer Richard Nicholson’s haunting series of images of the last surviving professional darkrooms in London is a sobering, almost tragic look at just how much the world of analogue photography has dwindled over the past decade. Many of these labs remain endangered and all need our continued support and patronage.
In any case, what’s most tragic about Kodak’s very possible bankruptcy (just like the “real” Polaroid’s death a few years ago), is that there still exists a very clear demand for analog products! The people want film! The connoisseurs want film! The professionals really, really want film! 2DM wants film! Lomography continues to build its savvy and youthful all analogue empire, and the Impossible Project has set about the noble task of making classic Polaroids possible once again. Ilford does well by offering only monochrome products of the highest quality, and Fujifilm has gone from a classic set of analog products to also making fantastic digital cameras without abandoning its excellent analog products. Go Fujifilm! Kodak on the other hand killed Kodachrome to cut costs, consolidated several of its other lines of film, and concentrated too many resources on unremarkable digital point-and-shoots and cheap-o printing equipment that professionals wouldn’t touch with a ten-foot-pole. As a result, its brand has become an anachronism despite the fact that it still makes some of the best contemporary color film, and has been on the vanguard of some of the most advanced digital sensor technology in existence.

The best outcome we can hope for now is that Kodak can up its innovation game, accept a major downsizing and recognize that its greatest assets are the legions of photographers who love its film (and still spend tons of money on it). Kodak, please ditch the cheap-o, indiscriminating consumers who just want simple, no-fuss devices to take drunken party pictures and crooked tourist snapshots for their social networks: Apple and several others have already blown you way out of the water.
In the spirit of film’s epic struggle, Wonder-Room’s next project is to be a celebration of the fine art of analogue photography. It is a look at process, the art of printing and the magic of long-perfected chemical, mechanical processes. Stay tuned.

Hold on to your Contax G’s and T’s, your Yashicas and Olympus X-A’s, your Minolta CLE’s and Kodak Instamatics and keep making magic with them. And while you’re at it, show your support for camera makers like Voigtländer, Alpa, Carl Zeiss, Fuji, Hasselblad, Leica, Mamiya, and others who still produce lines of excellent film cameras. Dust off that old Polaroid and stuff it with some Impossible or Fuji FP, because the day market pressures finally make film disappear you’ll be left with nothing more than chintzy Instagram filters and some pretty crappy photos. You poseur.
So, sing it with us loudly kids: Oh, mama don’t take my Portra rolls away…
Tag Christof – Images courtesy Richard Nicholson