I agree, Kodak and the other film companies should highlight how sexy and cool film is. Use cameras like Hasselblad V and Leicas in their advertisement, they make any digital camera look about as sexy as a toaster in comparison. But Kodak has done everything wrong from the start of the "digital revolution", like for example the fact that they didn't make a cheap high quality scanner available, that blows my mind. Even if they were selling them at a loss they would surely have made up for it in film sales, much like they do with printers and ink sales.
Most consumers don't want to be scanning themselves, most consumers want CDs when they have the film developed, but that brings me to another problem, the crappy quality of lab CDs.