In the late '80s, Ray DeMoulin tried to give Kodachrome a 'push'.. See http://photo.net/film-and-processing-forum/00XWtx
A key comment by Ron Andrews is "He started all of these development programs because he wanted them. Later in the project when someone finally did some number crunching, they found that the sales projections didn't justify a new film. Ray could get the programs started on his say so, but he still had to answer to some other people before he could get a product out the door."
I worked on a number of projects for Ray. I should mention that he is the guy at Kodak that started the program I worked on for the original DCS - but he did (and still does) love film!
You might want to look at Ron Andrew's Kodachrome pages at http://www.randrews4.com/kodachrome.html