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The armchair marketing executive strikes again!

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I've been reading all the press on "The Dark Knight" and am drooling in anticipation of actually seeing the film. One thing that strikes me is how often it is reported that a large portion of the movie was shot on 65mm IMAX, which I found out is Kodak film stock. It seems to me that in general, but particularly this movie, Kodak is missing out on a tremendous base of advertising tie-ins that could bring film back to the public conciousness. I sent them off this e-mail:

I'm a big fan of Kodak's products for my photography, both snapshot and 'artistic' and am saddened by the dwindling market for film and the impact that has on the pool of products I have to choose from. In light of the immense attention on the film "The Dark Knight" particularly regarding the scenes shot on 65mm film, I'm wondering why Kodak did not make an attempt to do a marketing tie-in? In my work at a 1-hour lab many customers are surprised to find out that film is even being made any more! While the motion picture industry has always dwarfed consumer still photography in its use of film, the drop in sales has surely been a significant part of Kodak's decline. With this film being THE motion picture event of 2008, highly anticipated even since the release of its predecessor, it seems to me that Kodak missed out on a HUGE opportunity to bring your products back in to the spotlight. Imagine a television ad with the grandiosity of "The Dark Knight" and then proclaiming to the world that it was shot on Kodak film... For the health of your company, and the health of my hobby and livelihood, please tell me why Kodak does not take advantage of opportunities like this!

Kind regards,

Justin Silber
(user of Kodachrome 64 and 400TX in 35mm and 320TXP in 4x5)


For all those other armchair advertising execs, or real ones for that matter, what are your thoughts on this potential source of publicity?
 
Either this year, or last, Kodak ran an ad at "Academy Award" time pointing out that throughout the history of the "Academy Awards", every movie that has won the best movie of the year "Oscar" was shot on Kodak film.

Matt
 
Either this year, or last, Kodak ran an ad at "Academy Award" time pointing out that throughout the history of the "Academy Awards", every movie that has won the best movie of the year "Oscar" was shot on Kodak film.

Matt

And, that is totally false!

Films shot on Agfa and Fuji have won; also probably Dupont.
 
Most productions with any sort of budget shoot film; theatrical and television. The industry in general knows at this point that it simply looks better than digital. There may come a day when that is not the case, but for now, it is not. They use film to capture the scene, then digital to edit and manipulate it. The best of both worlds: the huge advantages of film upon capture, but with the non-destructive editing and lack of generation loss of digital.

The main disadvantage of shooting film these days is that it is *expensive* as all get out. The smaller productions can't afford the cost of processing the stuff, so they are usually the ones who fully embrace a 100% digital workflow. There are many exceptions, of course; large budget movies that have been shot partly or fully in digital.

I do not hold much hope for film. I definitely do not have any faith in Kodak to do anything other than act like a corporation. Individuals have souls and consciouses and can make decisions that are not self serving...but not groups. When cameras get to the point when they are close enough looking to film that most people can't tell the difference, film will be dropped almost overnight, just like it was when the press went digital. There will be one new camera that someone decides is the breaking point, then one large studio will jump ship. The others will follow, wanting to stay on par. Then it will be over. Film types will gradually be cut until there are just a few varieties...etc., etc. The same thing that has happened with still film. There is no hope for film in the end, as money is the only thing that talks...or screams, rather.

I feel it is important to look at final results rather than a technical concern such as medium. If there truly is a point when digital looks as good as film, and can do everything that I need it to do, I will embrace it. I feel that this will be forced upon me far before I can make this decision willingly, though, meaning that film will go away before digital has even matched it.
 
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You just have to go back to 2006 to find a Best Picture winner shot on a film other than Kodak.

'07 - No Country for Old Men - 35 mm (Kodak Vision2 100T 5212, Vision2 200T 5217, Vision2 500T 5218)
'06 - The Departed - 35 mm (anamorphic) (Fuji)

Courtesy of IMDB.com. I would speculate that the vast majority have been shot on Kodak throughout cinematic history.
 
You just have to go back to 2006 to find a Best Picture winner shot on a film other than Kodak.

'07 - No Country for Old Men - 35 mm (Kodak Vision2 100T 5212, Vision2 200T 5217, Vision2 500T 5218)
'06 - The Departed - 35 mm (anamorphic) (Fuji)

Courtesy of IMDB.com. I would speculate that the vast majority have been shot on Kodak throughout cinematic history.

Reading the IMDB.com listing for the Departed I see that it was shot as follows:

Film negative format (mm/video inches)
35 mm (Kodak Vision2 200T 5217, Vision2 500T 5218, Vision2 Expression 500T 5229)

I think the listing is indicating that for distribution, it was printed on to Fuji.

I did a bit of searching around to see if I could find a source for the first observation, and not surprisingly I found a reference to it on the Kodak website:

http://www.kodak.com/global/en/corp/historyOfKodak/impacting.jhtml

(see beside the photo of George Eastman and Thomas Edison)

I doubt it is an intentional falsehood, but it could obviously be in error, or it could have something to do with the Academy Award classifications themselves. I would hate to have to go through the list of all the winners, because I wouldn't be surprised if the information isn't necessarily collected in the same way for each film. On IMDB itself, the reporting of that information seems inconsistent.

Kino, with your knowledge in the industry, I wouldn't be the least surprised to learn that you are right. Have you thought of any examples?

Matt
 
Well, after going back and re-reading the quote more carefully, and examining the Best Picture List, I might be wrong, but I think at best Kodak can claim to have SOME Kodak film on every Best Picture.

Knowing Studio practices, they were so cheap they probably used other types of stock in 2nd unit cameras, but without going back through the original negatives (if they exist) and looking at edge codes (if they exist), you cannot know.

Give Kodak its due, but I find the claim suspect at best, especially in the silent and early sound eras...

As to the expense of film in productions, that's a myth.

Filmstock and/or digital media is an insignificant percentage of most film's budgets, unless you are talking ultra low budget. The REAL expense is in salaries, rentals and the passage of time, compounding them all...
 
Most productions with any sort of budget shoot film; theatrical and television. The industry in general knows at this point that it simply looks better than digital. There may come a day when that is not the case, but for now, it is not. They use film to capture the scene, then digital to edit and manipulate it. The best of both worlds: the huge advantages of film upon capture, but with the non-destructive editing and lack of generation loss of digital.

The main disadvantage of shooting film these days is that it is *expensive* as all get out. The smaller productions can't afford the cost of processing the stuff, so they are usually the ones who fully embrace a 100% digital workflow. There are many exceptions, of course; large budget movies that have been shot partly or fully in digital.

I do not hold much hope for film. I definitely do not have any faith in Kodak to do anything other than act like a corporation. Individuals have souls and consciouses and can make decisions that are not self serving...but not groups. When cameras get to the point when they are close enough looking to film that most people can't tell the difference, film will be dropped almost overnight, just like it was when the press went digital. There will be one new camera that someone decides is the breaking point, then one large studio will jump ship. The others will follow, wanting to stay on par. Then it will be over. Film types will gradually be cut until there are just a few varieties...etc., etc. The same thing that has happened with still film. There is no hope for film in the end, as money is the only thing that talks...or screams, rather.

I feel it is important to look at final results rather than a technical concern such as medium. If there truly is a point when digital looks as good as film, and can do everything that I need it to do, I will embrace it. I feel that this will be forced upon me far before I can make this decision willingly, though, meaning that film will go away before digital has even matched it.

ARCHIVAL MEDIUM, it is not.
 
When you hit real movie world, there is no real cost advantage to digital, except for certain cases. Lots of Fisher-Price-my-first-video-but-I'm-calling-it-a-movie videos confuse a lot of people.
 
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