I've noticed a couple of things while looking at this sight and film manufacturing websites and got me thinking.
I don't think for a minute that these companies don't want to succeed but it almost seems like they don't. In order for film to remain around we need people to buy it. People like us who are enthusiast will buy it no matter what. What we need is to get new people interested in it. Young people. So how do you get young people involved now that it might not be taught in school anymore or their parents take pictures with their iPhone or a digital camera. So that is out. I'd say you create a marketing strategy that took in mind millennials on down. Right now I see a hodgepodge of bad ideas and some good.
Here is a breakdown:
Kodak has just relaunched a film, an analog magazine (whatever that means) and numerous apps. Kodak Alaris also has a website. The problem is that the apps and the website are basically garbage. There is some useful info on it but you have to search to find it. The website/apps mostly proclaims how awesome Kodak is and everyone else is a bunch of schmoes. For all the faults that we push on young people their redeeming quality is that they base their views on facts. Tell me what it does and how I can use it. For a company that sells darkroom chemistry, all they give you is the data sheet. You would think there would be a how to darkroom. What do I need to set up a darkroom? Etc. Imagine if a company like Kodak set up a website with video tutorials on darkroom use? They have the money, knowledge, and technique to do a great job.
The magazine is alright but seems like a circle jerk of how great analog over digital is. Duh, we know this.
Foma has a website and is even more bare bones than Kodak although it is easier to find what info you need. They have no app.
Ilford has a great website. You can get info about products, data sheets, and not only that...they have a learning section, gallery section, meet up section. They sponsor contests. I wish I lived in UK just to have a company that actually still care about the film they sell. Take note Kodak. It would be awesome if they had video tutorials and an app. That is the key to exposing younger people to this but compared to everyone else this is the The David of film manufacturing websites.
Polaroid has a great website for commerce. They sell their film, new cameras, and old refurbished cameras. Easy to use and they don't need tutorials because it is a Polaroid. The do have a digital magazine that talks more about film than Kodak's does. If I was them, I would have people to go around to bars, parks, schools, and hand out cameras and watch people go nuts. A selfie that you can hang on the fridge. Boom...there is your catchphrase.
This criticism can also be said of the online retailers. You want your company to make money? Update your websites, have tutorials, basic darkroom checklist make sure nothing is a 404.
All of this is just me thinking out loud. Would love to hear people's thoughts.