It's as if the threat of discontinuation is Kodak's only form of marketing. This is the only time the public is made aware film still exists.
More professionals and artists still using film need to sing its praises publicly. Sponsorship from Kodak would help here. Every photography degree needs to encourage film use and have mandatory darkroom classes, Kodak could sponsor this too, providing materials.
Kodak is on death's door. They have no money to sponsor anything.