National Camera Day (June 29) is now celebrated as a nod to our sleek digital companions but these days, you’re just as likely to see someone loading a roll of Kodak Gold into a thrifted Canon AE-1. Film photography is enjoying a resurgence, particularly among Gen Z.
As digital cameras grew in popularity and technical ability, analogue photography began to disappear. Today, almost anyone can feel like a pro photographer, carrying powerful smartphone cameras in their pockets.
But now the industry is seeing a shift, film photography is experiencing a revival. “People’s attitudes towards film are changing,” says Hannah Brown, 44, marketing manager at Lomography UK. “It’s kind of similar to what’s been happening with the vinyl revival — the younger generation are wanting to explore older processes that are more tactile and physical.”
How do we know film is making a comeback?
HARMAN, the company that produces Ilford and Kentmere film, ran a survey in late 2024 with 14,340 responses. The survey showed that 65% of the respondents were under 45 with the main spike in the 25-34 age category (32%).
So, what is it that young people love about film?
“There is something satisfying about the analogue experience. Digital is great, but film is atoms of silver, stored on a roll of plastic, and that’s pretty cool, to think I’m holding an echo of light inside my camera,” says Willow Hicks, aged 27.
Matt Parry, head of marketing at HARMAN says, “Many love nostalgia and the tangible creative nature of film. Some are disillusioned with the ‘perfect’ nature of digital and enjoy time away from the computer. But also, many people just simply love the aesthetic offered by analogue.”
Is film photography good for you?
“One of the reasons people love film, is that sort of backlash against the digital world and obsession. Digital’s brilliant but it’s also terrible for mental health,” says 38-year-old Paul McKay, director of Analogue Wonderland, a UK based developing service, film and camera store.
Award winning professional photographer Craig Fleming, says analogue mediums seem to refuse to die. “It’s inherent in humans to want to connect to what we’re creating, and film helps with that.”
What are the negatives?
The price of film has increased considerably over the past decade due to supply issues, shipping costs and evidently the higher demand. Developing prices are also at a high, costing around £12 per roll, without paying the extra for prints.
Still, businesses in the industry are looking at creative ways to tackle cost and accessibility. Lomography, for example, regularly releases fun, affordable cameras and experimental films, popular with younger audiences, along with at-home developing kits making analogue more accessible.
The future of film
As demand rises, we could see more innovations, film labs opening and darkrooms making a comeback.
In summer 2024, Pentax launched the 17, a half-frame 35mm film camera and the first new release from a major brand in nearly two decades. Talking about the inspiration behind the Pentax 17, Adrian Uden, marketing manager for Pentax explains, “We noticed a trend, a demand and the shift in the market, especially among younger users and photographers, that are really interested in trying film and a kind of physical media. The future of film is very much the younger generation.”