Is Film Dead or Thriving? Examining Current Trends

Like many of you, I vividly remember a time when film was the only game in town for photography, whether you were an amateur snapping family moments or a pro chasing assignments. Shooting on film meant deliberate choices: metering carefully, composing with intention, and accepting that every frame cost money and couldn’t be instantly reviewed. Then, in the mid-2000’s, digital cameras became viable options for amateurs and professionals alike. By the late 2000’s and early 2010’s, the shift was nearly complete.  Digital offered instant feedback, virtually unlimited “film”, and far lower per-shot cost.

During the COVID era (roughly 2020–2022), and something unexpected happened: film experienced a genuine resurgence. Stuck at home, many people sought tactile, meaningful hobbies. Loading a roll, advancing manually, and waiting for development felt like a rebellion against endless screen time. I dusted off my old film cameras, started shooting again, and even set up a home darkroom. The same wave lifted vinyl records back into mainstream popularity, both analog formats offered an “essence” and grounded, earthly feel that digital files (just streams of 1’s and 0’s) simply can’t replicate for everyone.

Film’s magic lies in its imperfections and process. That grain, those subtle tonal shifts, the way light interacts with emulsion, it’s organic in a way pixels aren’t. Everyone who calls themselves a photographer should try film at least once: learn to meter by hand, understand reciprocity failure, and master the full workflow, including developing your own negatives. 

Personally, I love pushing Arista EDU 400 to 800 or even 1600 in low-light situations, then developing in 510-Pyro to retain fine grain while squeezing out every stop of sensitivity. These decisions happen before you even press the shutter.  It’s a thoughtful, premeditated craft that forces discipline.

I’m not a film snob. Digital is incredibly convenient: walk into a dim building, crank the ISO, and keep shooting without a second thought. No waiting for processing, no risk of light leaks or bad chemistry. For pros needing speed, volume, or client turnarounds, digital remains king—and rising film costs have pushed many back that way.

Recent trends show the resurgence has cooled somewhat. Sales boomed during the pandemic but appear to be flattening or stabilizing into a dedicated niche rather than explosive growth. The market remains healthy as a niche.  Global photographic film sales exceeded 20 million rolls in 2023 (up 15% from 2022), with production ramping up (Kodak and Fujifilm increased capacity by around 20% in recent years to meet demand). Black-and-white film saw solid gains (10% shipment increase in some reports), and instant film surged in places like Asia-Pacific.

Prices tell a different story, especially for color film. Kodak and other manufacturers have raised prices multiple times since 2023, with increases of 10–25% in some cases, and more hikes announced or implemented in 2025–2026 (some reports cite 20–50% jumps for certain stocks due to raw material costs like silver, which spiked dramatically in 2025). 

Average U.S. film prices rose about 9% from early to mid-2025 after a brief dip in 2024. Premium emulsions like Portra or slide films have climbed noticeably, while some black-and-white options (like Tri-X) have stayed more stable or even seen temporary reductions.

As an American, I’d love to shoot Kodak exclusively.  It’s iconic, reliable, and made here. Kodak has made positive moves: resuming direct distribution of consumer stocks like Gold 200 and Ultramax 400 (after more than a decade through third parties), introducing new/rebranded options like Kodacolor 100/200, and taking greater control to stabilize supply and pricing. They’ve also expanded professional lines and boosted motion-picture film sales (higher than since 2014 in some years). I hope this extends fully to TMax black-and-white films, potentially lowering prices through better distribution and reduced middlemen.

So, is film dead? Absolutely not. It’s evolved from the default medium to a cherished, intentional alternative like vinyl in music. The “end of an era” might refer to film’s dominance, but we’re in a new one: a vibrant niche supported by enthusiasts, artists, educators, and even some pros who mix formats.  Film won’t reclaim the mass market, but it doesn’t need to. As long as manufacturers like Kodak, Ilford, and Fujifilm keep producing, labs keep developing, and people keep loading rolls, analog photography endures.

What about you? Do you shoot film regularly, or has the price creep pushed you more toward digital? Have you noticed changes in availability or costs lately? I’d love to hear your thoughts in the comments, whether you’re a die-hard analog shooter or someone who’s curious to try it.