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Kodak Gold 200 and Ultramax 400 now have new packaging with the classic Kodak logo. |
Just over a month ago, Kodak surprised film photographers with the introduction of Kodacolor 100 and 200, two (sort of) new 35mm film options. While the release of Kodacolor was exciting enough for film fans, there was something even more notable: Eastman Kodak was distributing the film directly, not through Kodak Alaris. Now, the company has quietly added two more film stocks to its in-house distribution list.
The move marks a subtle yet potentially significant shift for Eastman Kodak, which hasn’t distributed its own still picture film in over a decade. That’s because in 2013, Kodak Alaris took over the distribution of Kodak-branded still picture film as part of the resolution of Eastman Kodak’s 2012 bankruptcy.
Since then, Eastman Kodak has manufactured the film, but as soon as it left the Rochester, New York factory, Alaris took over the marketing and distribution under the Kodak Professional brand. Eastman Kodak maintained distribution of its motion picture film, but Alaris handled consumer still films. The Alaris film features Kodak Professional branding, with a distinct look that differs from the Eastman Kodak logo and design.
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| Eastman Kodak quietly released Kodacolor 100 and 200 last month. Images: Kodak |
When Eastman Kodak quietly released Kodacolor 100 and 200 at the end of September, it handled sales directly for the first time since the bankruptcy restructuring. Alaris was not part of the marketing, distribution or branding process. Instead, Kodacolor comes in packaging branded with the classic Eastman Kodak logo, not the Kodak Professional brand.
Now, the Kodak website also lists Kodak Gold 200 and Ultramax 400, two film stocks previously distributed by Alaris. Like the Kodacolor films, they have been repackaged in Kodak-branded boxes, ditching the Kodak Professional name. Gold 200 and Ultramax 400 appear to be the same film that photographers are already familiar with, just with updated packaging.
In Eastman Kodak’s recent Q3 financial results, the company briefly mentioned the release of its new film stock and its plans. “More recently, our AM&C unit’s film business launched still films, which will be sold directly to distributors, giving Kodak greater control over our participation in the consumer film market and providing distributors, retailers and consumers with more stable pricing and a broader, more reliable supply,” the report said.
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| A sample image of Kodacolor 200. Image: Kodak |
It isn’t clear what this means for the relationship between Eastman Kodak and Kodak Alaris. At the time of writing, Alaris still appears to be the distributor for other Kodak film stocks, including Portra, Ektar, Tri-X, T-Max, ColorPlus and all sheet films. Interestingly, at the time of writing, Kodak Gold 200 and Ultramax 400 are still listed on the Kodak Professional website, though the new Kodacolor options are not.
There has been speculation that the move could result in lower prices for Kodak film, which is what Kodak appears to suggest in its Q3 financials. However, only time will tell what it actually means for Kodak’s film business and how that impacts consumers.
Our DPREVIEW Tribute:
After nearly 25 years of operation, DPReview closed on 10 April 2023. This difficult decision was part of the annual operating plan review that parent company, Amazon, shared earlier this year.
Over the course of 25 years, DP Review built up a reputation as being one of the most informative places to go for information about that new camera or lens you’re after. DP Review began as an independent reviews site based in the UK in 1998, the brainchild of Philip and Joanna Askey, but it was eventually purchased by Amazon in 2007 and relocated over to Seattle in the USA in 2010.
Cheers DPReview – thanks for the great work and content that guided photographers, videographers and techno junkies the world over!