They sure are promoting film everywhere. They've grabbed the 'analog' area of flickr which isn't a small feat considering flickr is the world's largest image repository.
I like their headline:
Explore Analog
Film photography is a beautiful thing.
Flickr is home to a collection of millions of digitized film photographs, cared for by a dedicated band of film enthusiasts.
Analog is here to help you explore and discover the diversity of film photography. And of course, this page is also a thank you to everyone who shoots film.
Much more inviting and exciting than "an international community for like minded individuals", eh? They sure know how to market a good thing. Maybe it's a generational thing.