Photographers said they want it, but will they use it?
For the past five years, photographers everywhere, especially us old guys, have lamented the loss of film. When Kodak filed for bankruptcy we saw the writing on the wall. Films began dropping one by one until the only films the once-dominant company still had on the market were Kodak Gold 200, Kodak Ultra Max 400 and a series of professional films. Kodak’s premier color film, Ektachrome, was killed off in 2012.
However, what was old is suddenly new again. Take music, for instance. Vinyl had been declared dead a long time ago, but in the past two years it has begun making a comeback and now accounts for eleven percent of the music market. Could the same thing happen in photography? Is it time to bring back film?
That’s the gamble Kodak is making in announcing that it’s bringing back the Ektachrome film line later this year. They’re hoping that the difference between a good film image and a digital image will be enough to spark a retro revolution that will produce an increased demand for film. The timing seems to be right. The film has been off the market just long enough for old-school photographers and photography school instructors to start missing it. Â This could be the next big thing in photography.
Maybe. Even if Ektachrome takes off in popularity, there are still some photographers face in using the film, and the first one comes with the cameras themselves. Anyone who has started in photography in the past 15 years without going to photography school hasn’t used a film camera. That’s going to be a problem because film cameras don’t have all the onboard tools that many digital photographers have come to rely upon. Want to change ISO? Have to change the film. Spot metering? Doesn’t exist except in hybrid cameras. Connectivity and GPS? Uhm, check your phone. There is no “landscape” mode, no “black and white” mode, and definitely no “art” mode. You have to know the film, know how it works, and adjust your settings manually to get the best shot.
The second issue, especially for photographers not in major metropolitan areas, is going to be finding someone who can actually process the film. While Ektachrome isn’t quite as challenging as Kodachrome was, it still takes a technician who knows what they’re doing with the chemicals or else it comes out looking like garbage. And if you need to modify the film, good luck. It is extremely challenging to work with as a slide film. While there are still several places that have the ability to process the film, almost all are in major metropolitan centers. That can be a major pain in the backside for anyone who lives and works in a rural area. And do we even want to start talking about turn around times?
Yeah, there are some problems. Yet, for those clients who really want film, this is quite possibly the film they want, especially if you’re shooting outdoors where Ektachrome does its best.
Now, I can hear digital shooters saying, “Yeah, but I can get the same effect with a Photoshop action.”
That produces two questions. First, if you’ve never shot the film then how do you know how the digital emulation should look? I’ve looked at four different popular emulation action sets and all four of them produce dramatically different results. How do you know which one is correct? The answer is: you don’t unless you have shot with the film. A lot.
The second question is WHY? Â Why would a digital photographer want to emulate a film look other than for the fun of it? Okay, maybe that’s enough reason for some people. But while there may be a market for film prints, the market for emulated digital prints doesn’t exist. Then, once again, there’s also that nasty problem of emulators not being especially accurate. Let me give you an example.
One of the most flexible film emulation filters is located within the Nik Collection, which happens to be free. The emulation within the Nik Collection is preferable to a Photoshop action because it actually gives the photographer the ability to make adjustments to allow for situations where the software misreads the photo in some way. Where actions require the photographer to compensate for a yellow/red saturation that is too high, the Nik Collection filters allow one to adjust those channels and bring them back into the range of something that’s actually usable.
Does the end result match what is achievable in film? I suppose it’s possible, but one has to be ready to work with the software on pretty much every image.
Here’s what I’m talking about. Below, we took five outdoor photographs and processed them using Nik’s Ektachrome 400 emulation. For the sake of comparison, we left the default settings in place. We’ll show the raw image first and then the emulation.
You’ll have to decide for yourself which version is preferable. You can see through the succession that the emulator tends to have some challenges with yellow and red. This is interesting given the actual film tends to push saturation on blue and green. Can it be adjusted within the filter? Yes, but one would have to know exactly which adjustments to make where, wouldn’t they?
I’m not against film emulators. They can be fun and interesting study tools, but they don’t take the place of actual film. One has to shoot differently with film than with a digital camera. There are no short cuts. “Fixing it in post,” becomes a matter of cost and skill, not convenience.
I’m excited about the return of Ektachrome and I may even dust off my old Canon F1 and shoot a roll or two if I come across some extra cash. Make no mistake, though. It’s not shooting with a digital. Don’t think you can just grab your grandfather’s camera and start shooting. Film is still for people who actually know what they’re doing behind a camera.
Take care.
Awareness You Can’t Escape
The ultimate value of life depends upon awareness and the power of contemplation rather than upon mere survival. —Aristotle
Awareness sometimes requires cultivation. Other times, one cannot escape it.
Awareness is a state of consciousness, the point at which we realize something exists and are able to understand that existence, at least, in part. Sometimes, awareness has to be carefully cultivated. Physics, for example, holds various levels of awareness, the deepest of which only come with intense learning. Other matters, however, are more straightforward, perhaps even blunt. All one needs to know in order to respond appropriately can be said in a matter of seconds. Fire, for example, is hot. Even a baby understands after the briefest experience that fire is hot.
Every day, we develop more awareness. Perhaps we see a new store or read a new book. Maybe we have a conversation with a friend. Everything we do has the potential to increase our awareness. Even watching commercials.
Each year, at Cannes, the best advertising campaigns are presented and given awards based upon the quality of work. Some do an amazing job of selling a product. Others blaze new trails in technological innovation. What always strikes the hardest, though, are those that create awareness. These are the ads that make you stop and think, and give you information that leads you to act, become involved, and begin conversations.
Of this year’s winners in the film and film craft categories, four gold winners did an amazing job at creating awareness. I want to share those with you. Watch each one and let them change you.
Make Love, Not Scars
Acid. The word immediately raises warnings of danger for most teens and adults. While there are many legitimate uses for acid, however, one of the most frequent is as a weapon of personal destruction. We don’t see as many acid attacks in the United States. Awareness is low because it is usually treated as a felony assault and handled through local justice systems. Elsewhere in the world, however, acid attacks are devastating. In countries were various forms of acid are sold openly and are easily obtainable, acid attacks are a common form of personal vendetta. Most of the victims are women. Many victims are under the age of 18.
Ogilvy & Mather Mumbai created the following piece to raise awareness of this horrible issue. Incidents involving acid attacks are growing, but governments are doing little to stop them. The piece is short. Please watch. If you are inclined to investigate further, please visit Acid Survivors Foundation.
Never Alone
For many gay people, coming out to one’s family and friends is one of the most frightening experiences of their lives. One can never be quite certain how people might respond. Will they be accepting? Will they be angry? Will this be the end of relationships?
If one is captain of the Wales national rugby team, that fear is overwhelming. Rugby is a tough sport, one of those games allegedly created for and played by only the manliest of men. Gareth Thomas faced that fear. What he discovered, however, was that he was part of a team that had his back, no matter what anyone said. With millions of fans, there were inevitably some who didn’t understand. Still, the team supported Gareth and they continued to win games.
Guinness sponsored the award-winning film piece developed by AMV BBDO London and produced by Stink London. There’s no mention of beer here, though. No one goes out and has a pint at the end. Instead, the emphasis is on the power of a team, supporting those whose lifestyles are often vilified and misunderstood. Everyone who comes out as gay, lesbian, bi, or transgender needs a team behind them. Be part of the team. The version that won the award is below. You can watch Gareth’s full story here.
Manboobs
Censorship on social media is severe. Most apps assume that anything on your computer or especially on your phone is accessible to minors. Argue all you want, I know all too well how difficult it is to keep sensitive materials away from little hands and prying eyes. Once children reach a certain age, the more one tries to deter them the more determined they are to see what’s there.
However, that censorship becomes a complete pain in the ass for organizations trying to raise awareness for things such as, oh, let’s say breast cancer. Talking about breast cancer becomes exceptionally difficult when one can’t show real breasts. How does an organization teach women how to check for lumps, an extremely important form of early detection, if they can’t show breasts?
Some brilliant minds at the David agency in Buenos Aires came up with a creative way to address those problems for an Argentinian awareness and support organization, MACMA. The spot comes with a bit of humor but is also extremely informative. Viewers are then encouraged to make their own video. If you care to do so, let me know. We’ll be happy to help.
Dear Daddy
Our final piece hits really, really close to home. Until I had a daughter of my own, I didn’t think much about the vocabulary I used and tolerated from others. I didn’t give as much thought to what might be harmful. In watching and helping Tippy grow, I’ve learned that even the most innocuous, unintentional things we do and say truly matter.
We are moderately aware to the sensitive nature of body image. However, this piece developed for Care, Norway, raises awareness to a whole new level by putting it in terms that are inescapable. Just imagine if your unborn daughter could write you a letter. This short film is one of the most moving pieces I’ve ever encountered.
Conceptual credit goes to ad agency Schjaerven ReklamebyrÃ¥ and production company Tangrystan, both of Oslo. I dare you to watch this film and not be moved. If you’re a daddy, or about to become one, I dare you to not cry.
The majority of ads are not all that serious. The majority of ads aren’t worth our time. These four, though, hit us with an awareness we need. There is no escape. You have now been enlightened. Go, enlighten others.
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