I think hoarding film is natural as we all want to keep shooting as long as we can. But we are missing the point: PROPAGANDA. Kodak needs change its marketing strategy. When digital cameras first came into market Kodak simply gave up the fight, assuming film was doomed. If they have marketed the benefits of using films they would be much better now.
C´mon!! There are companies selling CIGARETTE!! It smells bad and gives cancer and even so with good propaganda they sell cigarettes.
It is not too late for a change.