Kodak Alaris Vows to Continue Legacy of Film

Kodak Pension Fund gears up for consumer film sales

By James DeRuvo (doddleNEWS)

Although Kodak couldn’t weather the storm and was forced to sell off the very business that gave birth to modern photography, the Kodak Pension Fund has vowed to take their purchase and continue offering professional and consumer grade film products, and will do so without the anchor of Kodak’s Debt.

“Obviously, being Kodak Alaris we don’t have any debts, we don’t have any obligations as Eastman Kodak did. We’re almost starting from scratch.” –  Lars Fiedler, Marketing Manager for Alaris Personalized Imaging Division

Freed of the tremendous debt that made Kodak’s bankruptcy and resulting firesale inevitable, Alaris is free to innovate and leverage the “heritage and legacy of the Kodak brand, while embodying greater speed and agility to meet market needs and changes.”  To that end,  to providing professional film products, Kodak Alaris also plans to embrace the digital revolution and provide printing support through a host of apps that mobile users will be able to use to create instant prints, photobooks, and other fashions to display images.  “With the massive growth in the number of smartphones and tablets in today’s connected world,” Fiedler told the British Journal of Photography, “we have launched a couple of apps already that should enable people to do their projects – put together photobooks for example – from their tablets or order prints from anywhere at any time.”  But Kodak

Alaris also plans on continuing to offer their entire line of film products.  “In terms of our portfolio, people can expect us to sell what we have sold before, plus more,” Lars said.  But Dennis Olbrich, president of Alaris’ personalized Imagine Business does caution that availability of film products will depend on consumer and professional demand.  “We enjoy a good demand, but of course we will continue to monitor the market and if for whatever reason – which I wouldn’t expect, to be honest – the demand would dry up, we would need to react and look at our portfolio,” Fiedler adds.

Of course, that’s largely a consumer based commitment.  But we’ve already learned that Kodak has an a multi year deal with Hollywood studios to provide motion picture film for the foreseeable future.  The deal shows that while digital cameras have taken the lead in motion picture production, film is still alive and well, especially since high profile tent poles like JJ Abrams’ Star Wars Episode VII, Christopher Nolan’s Interstellar, and others are being shot on film.  And with Fuji having already left the film business, Kodak is the last man standing and can reap the benefits of having all the studios coming to them for their motion picture footage.  “This agreement shows that this medium remains vital for studios and artists creating a variety of content for a global audience. Kodak is honored to continue supporting Fox and their content creation, distribution and archival needs,” said said Andrew Evenski, president and general manager of Kodak’s Entertainment & Commercial Films Division.

So, having emerged from bankruptcy both wiser and leaner , the future looks rather bright for Kodak and its broken up affiliates.  While it’s not the company it was just a few short years ago, the fact is, as Fiedler proudly said, the heritage and legacy of the Kodak brand is alive and well.

Hat Tip – PetaPixel

About James DeRuvo

James has a multi-faceted career that spans radio, film and publishing. A writer about the technology in the video industry for nearly 20 years, James is also an award winning film director, having garnered a Telly Award for his short film Searching for Inspiration. He's also worked as a producer of many talk radio programs in Los Angeles with topics ranging from entertainment to travel to technology.


  1. Bob McVee says:

    FYI from Kodak here:

    Motion picture film stocks (ECN, print, intermediate, etc) are still manufactured by the original Kodak company (Kodak’s Entertainment Imaging division).

    Kodak Alaris (i.e. still films, chemicals, printing) is a different company.

    • Heath McKnight says:

      Looks like you may be right; many of us said Kodak Alaris ran the motion picture division, but it seems it’s a separate entity.

  2. Douglas Cribbs says:

    Has anyone contacted NFL FILMS to also ink a commitment deal ? As a freelance 1st AC we always hear that no one has confidence in Kodak staying in business and making Film. As the best format (Super 16mm) to capture live Football from the high temps at the start to the frigid end of the season plus the added bonus of Archive longevity ; who knows what storage nightmares are in the Digital future. Kodak Alaris needs to reassure the largest user of 16mm stock in the USA and get them on board before they switch to an all Digital format .