Film?

Taken from PSPA

The future of film

Last fall at photokina, Eastman Kodak Co., Rochester, N.Y., unveiled its new series of improved Kodak Professional Portra color negative film. Jock McDonald, an editorial and advertising pro photographer, is a strong advocate for film. He also was one of the photographers to whom Kodak sent its new Portra film for his impressions. "I strongly disagree with the notion film is dead," he says. There are many situations in which film remains the better choice. Three such areas are nature photography, high-key situations, and strong backlighting. McDonald also notes he does self-assigned work in developing countries, where the heat and humidity are oppressive. "I'm glad I'm not carrying sensitive electronics with me," adding his film, once in a while, is left in the sun, due to not having an assistant with him; but the packaging was all he needed to be safe on that score. Even McDonald, however, has had to make concessions to digital photography because his clients ask for it. Lisa Wells, worldwide marketing director for Film Capture, Kodak, says McDonald's experience is far from being unique, and company research supports her optimism. "Our research shows most pro photographers are dual users," Wells says. "Ninety percent of professional photographers are shooting digital, while 60 percent are shooting either all or part of their work on film."