Look at the old black powder pistol market. There's a small but thriving business of a once giant - then passed by - market. With the compression of market cycles in the globally connected world it isn't unreasonable to hope that film will hold on to a strong niche for a long, long time. Clearly this what Ilford expects.

And if other rising consumer markets like China, India, Brazil, etc. do develop a consumer class like the USA, then there will be new film users. After all, it isn't odd to think that there are budding hobbyist in those markets.

Sure, film is relegated to a niche market for posterity because of the technological march, but let's say that 1 in 10K people stick with film as a serious hobby, and multiply that by a emerging middle class of billions, and that's a lot of Lucky film sold.