At currently listed B&H retail prices, split evenly by cost between 135-36 individual rolls of Velvia 50, Provia 100 and Provia 400, only 5,000 rolls are needed to reach $40,000. If the average order were only 10 rolls per customer, that's only 500 participants.
Or to use your volume estimate, that's only 50 participants for a yearly order.
In a nation of 23 million you don't think you could find between 50 and 500 fed-up film users ready and willing to save a bunch of money? And strike a blow for fairness in the local film marketplace? And continue to demonstrate to the manufactuer an ongoing market for these products by stretching their dollars to buy and use even more of them?
I'll bet you could...