In 2010, Kodak's marketing manager for professional film at Kodak, argued that there was a real resurgence for film across the world. But, argues BJP's technical writer Jonathan Eastland, Kodak is not doing enough to sustain the business. "Kodak needs to look at what is its core business. What make them think that digital printing will push their share price up? For Kodak to make digital printers their core business is laughable."
Instead, says Eastland, Kodak should truly embrace its historical status as a master of film photography. "Each time Kodak has discontinued a film, they used the excuse that it represented less than a certain percentage of their turnover, but it's still a percentage of a very large niche market. There are still millions of photographers around the world that are using film, and not hundreds as Kodak seems to suggest [see Jonckheer's statement above]."