A hand making a typical thumb-up sign appears in front of my face, while I was talking to a customer at the
Arca Swiss-booth. Turning my head I was looking in a brightly smiling face of man, young in his early 30ies. „I do not want to interrupt, but your shirts tells it all;
"you made my day", he says and off he was.
He was only one of the many visitors responding positively to my black shirts I was wearing during the Photokina fair; shirts made up with the THIAPS logo in front and the „film is not dead, it just smells funny"-statement on the back.
I letted print this shirts, intending to be a bit of a biting mosquito to all the digital-hypers; I was prepared to be considered a dinosaur in the crowd of pixelcounters. The contrary happened. I got such a lot of positive, applauding comments, which I did not expect at all.
Of course there was a lot of digital around ( with only the
LEICA S2 as a real news). But this year's Photokina is marking a kind of a turn-around. The strong mood of „back to the roots", an increasing interest in all what's analogue and traditionally crafted photography was feelable, touchable.
My wife and I were working at the Arca Swiss-booth. We had a great demand for traditional LF-cameras again, much more than two years ago, when the interest was mainly focused on digital.
This year it was about half/half. The new Rm3d/Rl3d, which is designed for both film (4x5/6x9) and digital was the same way attracting, and the traditional LF-models were. For the 5x7- and the 8x10-versions exists a rather long waiting list.
During this week I was touring around the fair, as often the work allowed it, talking to many of the exhibitors, which- after the years- I mostly know personally. All reported the same or similar impression, that analogue is going back field, what was considered lost.
Keith Canham's corner at the Schneider-booth was constantly crowded, and Keith told me to be very much encouraged by the big demand and interest. His happy smile was not to oversee.
Linhofs new Techno-camera was designed with digital and 6x9 film in mind, as designer Kaj Simon says. And their panorama-cameras are still well winning horses in the race.
Mike Walker's new ABS-8x10 has found a place at Schneider with their new Apo-Tele-Xenar 11/350 attached, a handy newly calculated lens for LF-outdoor-shooters.
Shen-Hao was exhibiting the already known line of wooden cameras, with a Chamonix-twin in 4x5.
And some very beautifully crafted film holders from 5x7 up, which Keith Canham found so well made to be included into his program of accessories.
At Franke&Heidecke the crew was positively surprised how strong the interest was for the new 6x6-filmback for the Hy6-System and how many, especially young visitors were asking about the TLR's.
Fuji showed the well expected folder-camea, a co-operation Fuji/Cosina. It is a multi format 6x6/6x7 camera with a 3,5/80 Fujinon lens; a very handy tool, indeed. It will be sold as Fuji GF670 in Japan and as Voigtländer Bessa II in the rest of the world. Predicted for spring 2009.
This as a small glimpse at the hardware side of analogue tools.
As most film users are afraid of the day films would be gone: this fear is music from yesterday. Who in future still suffers from this fear needs probably another kind of help. All suppliers report a significant growth in film and paper market.
I had the chance to have a long and interesting conversation with a Fuji representative. Since 2005 Fuji has growing figures in sales of their Pro-line films, in colour and b+w; since 2007 the curve-up is getting steeper and steeper, he said. „Pro" for Fuji means both, the ambitious amateur and the earning professional. Important for this increase are especially young photographers, artists, and archival and documenting institutions. Fuji expects an further increase from the fact that more and more law-courts are not anymore taking digital pictures as evidence. To handle the big demand for instant film, from artists and - never thought of that -from hospitals and scientific users, new strategies are in consideration, as well as special strategies for labs and lab-related questions.
Kodak is lately as well reporting positive figures in film-and film related sales. A 40% increase solely with 4x5 films, as an example, was rumoured around in the ample halls of Photokina.
But even smaller producers and vendors were mostly starting to smile, when I asked what they think about their analogue products in future.
Foma is doing obviously very well, with films and especially with papers.
ADOX and Freestyle are not anymore only niche-sellers but more and more real big players in the game.
Aside the Agfa-substitute in PE, already in production and a baryta-version, available in early spring, ADOX was presenting a brand new baryta paper, with ADOX-specification made by Ilford. From the same manufacturer, but a completely different paper, is sold by Bergger. Though, Ilford obviously believes that the market is again big enough to even manufacture the products of its competitors.
Running between the halls I was often crossing the big plaza occupied by „Lomography", a fiesta under a big banner „The future is analogue".
This is only a little impression from this year's Photokina, and not at all complete.
A very personal note at the end:
I was never so often shot in the back as I was these days. Hopping from meeting to meeting, from booth to both I constantly had to stop, because somebody wanted to photograph my back with the white imprint: „film is not dead, it just smells funny".
By:
Urs Bernhard (THIAPS Managing Editor)note:
T-Shirts and Thongs.