Kodak has stepped back into the spotlight with the surprise launch of two new film products, Kodacolor 100 and Kodacolor 200 — marking the first time in years that the company is not only introducing fresh products but also handling its own distribution.
For photographers, it’s more than a nostalgic announcement. Since Kodak’s 2012 bankruptcy restructuring, film distribution has largely been the domain of Kodak Alaris, a separate business spun off during the company’s financial collapse. Kodak’s decision to take direct control once again signals a strategic shift that could reshape how its products reach consumers, putting the company in sharper contrast with rivals like Fujifilm, which has scaled back its consumer film offerings in recent years.
Rebranded classics, not brand-new emulsions
Kodak described the new films in an Instagram post as “sub-brands of existing Kodak films,” which means they are rebranded rather than completely new emulsions.
Industry observers quickly speculated that Kodacolor 100 is based on ProImage 100 and Kodacolor 200 on Color Plus 200, judging by early sample images.
While some photographers may have hoped for a never-before-seen emulsion, the launch is still a big deal. Film prices have soared dramatically since 2020 — up by at least 50 percent, with some color stocks doubling. Affordable alternatives like Kodacolor, priced at around $9 per roll, offer a more accessible entry point for newcomers and hobbyists eager to try analog without the premium costs tied to more established stocks.
Capacity upgrades fuel comeback
Kodak’s move is closely tied to expanded production at its Rochester, New York factory, which has recently undergone upgrades to boost capacity. The company expects to streamline supply, put more film in photographers’ hands, and potentially help stabilize pricing by cutting out Kodak Alaris as a middleman.
The analog revival has kept demand for film strong, but shortages and sporadic restocks have frustrated photographers while fueling price spikes. Kodak is positioning Kodacolor as both a stabilizer and an accessible line to expand its consumer base.
Strategic contrast with Fujifilm
The decision also highlights Kodak’s diverging path from Fujifilm, its long-time rival. While Kodak is reasserting itself in film manufacturing and distribution, Fujifilm has steadily pulled back from the consumer analog market, focusing instead on its highly successful Instax line and digital imaging businesses. For photographers loyal to 35mm film, Kodak’s decision to bring production closer to its customers contrasts sharply with Fujifilm’s retrenchment, potentially leaving Kodak as the dominant player in the traditional film space for now.
The last time Kodak ventured into chemicals and distribution at this scale was more than a decade ago, prior to bankruptcy. Now, with Kodacolor 100 and 200 set to roll out directly through Kodak, the company is signaling that it wants to rebuild a direct relationship with photographers.
They may not be completely new emulsions, but in a market where cost, access, and stability matter as much as innovation, Kodak’s re-entry into distribution could shape the future of analog film.
