The other brands are under the same pressure of declining demand.
It's an industry-wide problem. From Fuji's perspective this may not be a good thing because they are now seen as the sole source for tying their brand to the E6 product in constant demand decline. If they cannot find enough customers, then Fuji will get the "killed it" tag.
Kodak cannot afford to invest in fickle customers. It has a fiscal duty to its shareholders (now creditors) and it often makes sense in business to walk away from products and customers that do not serve the bottom line.
Both Kodak and Fuji appear to be helpless in stemming the drop in film demand. That's why I hope some Hollywood connected private equity will pick up the market and consolidate.
When I said that, given Kodak's untruths and lack of customer interest, consumers would turn to other brands, I was thinking of remaining products with "Kodak" branding, not just film.
Kodak is now seen as a failed company....
if there was no more film and I had to to go digital, and Kodak brought out the finest and most advanced digital camera system in the world, I wouldn't buy it. I'd see Nikon, Leica, etc., as the way to go...more chance that they'll still be around, and the gear wouldn't go the way of APS, disc, 126, and all the other Kodak mistakes. What retailer would want to try to sell "Kodak" products right now, not even their Chinese-made batteries!