Quote:
Originally Posted by Simon R Galley  Dear Henning,
Good report : All of us from HARMAN were indeed in Cologne:
The reason for us not exhibiting was very simple, last PHOTOKINA we spent a very large part of the annual
marketing budget on PHOTOKINA......
Simon ILFORD Photo / HARMAN technology Limited : |
Dear Simon,
thank you for your answer. As an economist I understand your decision very well. When I said I missed you, Harman/Ilford Photo, very much I said this as a customer, who uses your products. It was no critique.
But I think it is worth to reconsider your decision for the future and next photokina. Because we see a change in the sentiment. During the last years the dicussion was determined by the very hard "analogue vs. digital" and often by the "analogue is dead" discussion. The last one especially started and controlled by the guys who want to sell their (overpriced) digital equipment. The marketing guys said you had to switch to digital because there will be no more film in the future (by the way: about 10-15% of those who switched to digital did this because they believed this marketing lie, not because they were unsatisfied with film).
And Photokina 2002, 2004 and 2006 were heavily affected by these discussions.
But now we see the beginning of a process, that even the hard core digitals (the "digitaliban"
) are accepting that film is still there and has a future.
Only one example: I had an interesting talk with the editor of the german magazin "fine art printer". This magazine is specialised on ink jet printing and digital workflows. He said we accept that photographers love their traditional darkroom. And he has even planned a new series in his magazin about traditional printing techniques like cyanotype! He said we want these traditional printing techniques to keep alive.
I think there is definitely a change in the sentiment. It is just in the beginning, but it is there. The "analogue vs. digital" war is over. The discussions were heated up, and for some time now they are cooling down. That offers chances to get more photographers into using film. And yes, especially at digital dominated fairs like Photokina. The Lomo guys, but some others as well, e.g. the Kodak, Fuji, Rollei-Film staff, proved that you can have success to encourage people to use film.
Especially the younger ones. We have a new generation of photographers: They grew up with digital and have never used film. In their leisure time they are sitting in front of their computers. That is normal for them, nothing special, not very exciting and often boring.
They were not involved in the "film vs. digital" war of the older photographers.
They are unencumbered (right word? or unladen?). Film is new for them, exciting, no boring computer work as every day. A new and different medium.
Hey, you can always change your sensor if you want
. And with a positive (slide) or negative you have something physical in your hand, a real picture, not bit and bytes in the deep space somewhere on your hard drive.
In the darkroom they can work manuel, seeing the wonder of the picture genesis in the developer. It's more like craft. A good variety to daily computer work.
There are lot of ideas to get (young) people in touch with film on a (digital dominated) fair. The way the Lomographic Society has chosen was only one, but very successful. Respect.
Best regards,
Henning
