There is no better way to archive a motion picture then to digitize it. A motion picture has an exceedingly better chance of surviving the coming ages in digital form. Archiving of motion pictures is not going to be a boon for film.
It matters little how keen an interest the coating division has in film. What matters more is what the buying public and potential market for film think. The film industry needs to find a way to provoke desire for film in the public.
Actually they are talking about archiving Digital movies on film