Film has been declared dead so many times that most people think that it’s already gone. Don’t let that refrain fool you, because it isn’t. There are still a few major proponents for the format which include Christopher Nolan, JJ Abrams, and Quentin Tarantino. Kodak continues to sell film stock to all six major Hollywood studios, and has even begun opening new film labs around the world.
To move forward into the 21st century, one of their key initiatives has been ironically some really old school technology. The imaging company lent their Super 8 motion picture cameras to the Vans Snow Team, who just released some video. You can check that out below:
Here’s what Kodak said in a statement:
“Film has been embedded in the skate, surf and snowboard culture from the beginning. The do-it-yourself nature of these sports is a perfect fit with the craft of photography and filmmaking. This is especially true for Super 8.
“Today the Vans Snow Team is recording their travels on Super 8 and 16MM, and the Girl Skateboards team is preparing to hit the road for their summer tour loaded up with Kodak film. People around the world are getting out to enjoy summer and RIDE.”
Kodak has also announced a new magazine called Kodachrome. It highlights not only art and film, but other artistic and creative ventures, as well. Here’s how they describe it:
“Introducing our brand new journal for anyone who loves art, film and analog culture. Conceived by Kodak, but about so much more than Kodak – be it writing, sculpture, music, graphics, or all manner of delights in between. Each issue, we bring you stories and conversations from around the globe that showcase our shared fascination with creation, craft and inspiration. Some will be names you know and others will be names you’ll want to get to know better.”
What really gets me about all of this is the aesthetic that Kodak is going for. That magazine, along with the skater footage, all looks like they were produced in the late 70s or early 80s. Kodak is really pushing the nostalgia factor and the key to it all is in the first paragraph to their magazine which will highlight “analog culture”. Even their new digital camera/mobile phone Ektra is steeped in nostalgia with its form factor and features.
You really have to hand it to Kodak, they’ve really figured out a direction to go in, and it is pretty fantastic. Instead of trying to compete with digital, they’ve sidestepped it entirely and instead are trying to create their own culture with a rabid fanbase, which also includes major directors.