What I haven't figured out is how Kodak in America, who manufactures Kodak film for Kodak Alaris in GB, prices their product sold to Alaris? What stops Kodak America from raising prices to Alaris to whatever they want?
Also, keep in mind that Alaris itself is like a wholesaler. They don't make the film whereas Ilford makes and sells the film to the retailers. With Kodak film, there seem to be two levels of pricing and profits that go into the eventual sales to the retailers. So either or both of these factors could create higher Kodak pricing.
At the time of the bankruptcy, Kodak Alaris took over the infrastructure and all related costs inherent in being the primary distributor in a worldwide marketing entity.
Most of the employees and land and buildings and costs that had been the responsibility of Eastman Kodak (and its subsidiaries) became the responsibility of Kodak Alaris. After that transaction, the film and lab related part of Kodak Alaris became much bigger than the still film part of Eastman Kodak.
Eastman Kodak no longer has anything approaching the resources necessary to support a worldwide distribution and marketing effort for still films or the business that has now been bought by Sino Promise.
The determination of prices is like anything else where the distributor and marketer has to satisfy a market, but also has to pay enough to the manufacturer to make it worthwhile to make the product. It is a matter of negotiation, where each party has a vested interest in the success of the other.
It was Kodak Alaris who pushed for the re-introduction of Ektachrome, because of the perceived market for it. Eastman Kodak came on board, at least partially because of the chance to add the product to their roster of movie films, but mainly because of the Kodak Alaris.