For me it has been a revival in the literal sense. I had not used film cameras since about 2006. Shortly after that I got a D80, which I still have and occasionally use. But I hated the fiddly dials, buttons, and menus, and equally hated the process of editing files. My wife's phone became the vacation camera, and I stopped taking pictures almost entirely. But in May of 2019 I got the bug again. I still had several Takumar lenses (though no body) and my old darkroom equipment. While it had been sitting in the basement, I had since been to almost half of the States, plus Afghanistan, Austria, Canada, Kuwait, The Netherlands, Peru, South Korea, and the UAE - all without a real camera. Thinking about it kind of made my heart sink. Did I really hate editing images that much? Yes, actually. I did. So, one weekend and $25 later I had a Spotmatic SP and started using film again. Then started printing again. And as long as there is a market to support me I'll continue. Holding my prints is so much better than staring at a screen. I suppose there are others who feel the same.
For those who never (or rarely) used a film camera, there seems to be a mystique around film. Some good, some bad, and some total nonsense. I've had people ask about my cameras while hiking or at events. I'm not intentionally making a show of them, but angular silver objects at eye level are uncommon enough to attract attention. When they ask, I hand them the camera, and it's like handing them the keys to an exotic car. Nobody ever felt that way about a Spotmatic or Nikkormat in the 1990s. We all wanted an F5 because good night they were beautiful things. I vaguely remember coming across a Nikkormat with 58mm f1.4 back then and thinking it was a bunch of weird, clunky garbage. How times have changed!
Will the film trend last? I don't know, but I am hopeful it will. There are some good camera stores in the Salt Lake area. At least four of them still sell film and an assortment of used gear. One just opened a beautiful new store in one of the trendiest SLC neighborhoods. Their goal is to create a community space for photography in general, but are clearly heavy on film. I really like the approach and atmosphere. And I think it will be places like this that get people interested in creating and displaying photographs, not just snapping away and posting the results for a quick dopamine hit.
The biggest threat to film is that it truly takes an investment of time and effort (and cash!) to get good results, and so much more to get great results. If shooting film is just a hashtag applied to 36 poorly exposed, poorly scanned images, people will eventually lose interest. If it is a process - hybrid or traditional - which users find rewarding, they'll likely stick around. Get them hooked on the magic of the darkroom and they could become true film junkies.
Now, my digital repentance: I recently saw some extra-large prints from a Leica Monochrom. They were excellent in every way. Now, if I could get that sort of quality with a digital file, but print to a large format negative, and still have my darkroom prints... best not go there for now. But maybe one day, as a backup plan in case the revival loses its momentum.