Eastman Kodak Company has just added Ektachrome to its portfolio of directly distributed films.
Kodak film fans likes yours truly, may recognize the new box design. The graphical nod to the 1980s aesthetic is also a signal that the film is being distributed by the factory rather than by a third party (which, incidentally, also carries the name “Kodak”). Let me explain.
In 2012, Kodak filed for bankruptcy, resulting in the division of the firm into two: Eastman Kodak Company and Kodak Alaris. Eastman Kodak Company owns the factory that makes the film. Kodak Alaris retained several assets, including various digital technologies, but, more importantly, Alaris became the exclusive distributor of all Kodak films.
Distributors typically coordinate with retailers, deliver products, and handle sales and marketing. This is an important job for large product portfolios that are sent to thousands of stores and warehouses worldwide.
But since October 1st, 2025 (analog.cafe/comments/g29s), Eastman Kodak Company has been supplementing Alaris’ distribution for certain film. Eastman’s distribution means new packages and new ways for film to get to our doors — but ultimately the same emulsion.
Eastman has been drip-feeding its updated boxes (and distribution) for months now, announcing a new film brand added to its distribution portfolio. The first one was Kodacolor (see my review of this film: analog.cafe/r/kodak-kodaco…) — which is a new name for an existing emulsion. But the subsequent updates used the names most photographers are familiar with:
This is certainly good news for Eastman Kodak, as it is taking back control of its film and pricing. Many photographers expect this to yield cheaper film, assuming that a more direct distribution (no third party) means savings.
However, my research shows the opposite trend: Eastman-branded films are priced slightly higher than the same films from Alaris. You can see this if you order films by price on the Film Price Trends app (analog.cafe/app/film-price…) and compare Kodacolor 200 to Kodak ColorPlus (which are identical films: analog.cafe/r/kodak-colorp…). The new Kodacolor is almost a dollar more, as surveyed across several countries and a dozen shops.
Hopefully, the above price bump for Eastman films is a sign of customer excitement and retailers’ *temporary* response to fresh, higher-demand boxes. If that’s the case, perhaps those films will be cheaper next time I survey the shops (I will email once I do: analog.cafe/account/subscr…).
I wouldn’t expect savings just because the same distribution job is done by a different set of hands. But I do enjoy the idea of more of my money going directly to the people involved in making the film (up to a point). Let’s see how that pans out over the next few months!
Dmitri edited on Feb 11, ‘26