Why this store.

Film is dead. Kodak went bankrupt. No one makes film cameras any more. These were common ideas that had some semblance of truth but become weaker by the month. Film did not die. Kodak is recovering. Film cameras are being released in increasing numbers. These are more accurate statements.

So what's going on? I have two ways to answer this: one personal and one broader. I'll start with the bigger picture.

I think there are a number of things happening. Digital cameras and smartphone cameras have gotten so good they have become boring — it's very difficult to buy a bad digital camera and the quality is basically the same. Directors like Christopher Nolan and Quentin Tarantino have refused to let go of film and have helped keep companies like Kodak afloat. Camera enthusiasts are repairing cameras and keeping amazing mechanical cameras alive. Artificial intelligence is rapidly blurring the lines between real and fabricated — negatives don't lie. Young people are rejecting the digital world. CD players are in demand again. Kids want CDs, not Spotify. The online world can be overwhelming. Shooting film or playing a record encourages people to slow down. It's calmer.

There might be some pushback on some of this. But what is clear is new film cameras are being released, labs are busier year on year and companies like Ilford and Harman are releasing new film regularly. Kodak — which has had a complex corporate story over the past couple of decades — is recommitting to its heritage by selling films like Tri-X, Gold and Ektacolor Pro directly. And the cameras are not shitty throwaways. Yes, there are plastic cameras (but they're fine) — and Rollei has rereleased its classic ‘35’ from 1966 and Pentax released a completely new half-frame camera: the Pentax 17. Now will Canon and Nikon start making film cameras again? Probably not. But we don't need them to. Their cameras from the 70s and 80s and 90s are holding up well and people are repairing them. And Leica has been making film cameras all the way through.

CineStill was founded in 2012 making still versions of Kodak motion picture film. Ilford is releasing new film. Harman recently introduced a new line of colour film which is to be applauded. And then there's Lomography who offers a wide range of cameras and film including the almost abandoned 110 format.

It's not all good news. Fujifilm is struggling with film and as someone who used to shoot Velvia 50 as my default colour film I would love to see them take professional film seriously again. Velvia and Provia are available but incredibly hard to buy. As soon as stock becomes available it sells out. The analogue community would benefit from a Fujifilm that put a little more effort into its roots.

I think the future is bright. I started Nelson Film Co to help new photographers learn how to shoot film, returning film shooters find the support they need to get up and running again, and give seasoned analogue photographers the widest range of film and the narrowest range of accessories available. We heavily curate filters and will do the same for tripods and bags. No filters the size of dinner plates and no bags that accommodate 15kg lenses.

That's the bigger picture. But I didn't start this store because of market trends.

I used to shoot film. I stopped around 20 years ago when I bought my first DSLR. Then came the iPhone and without noticing, my Nikon SLR had been forgotten in a drawer. I gave it away. I wish I hadn't. Throughout the 2010s I bought another DSLR and upgraded my phone multiple times. I loved photography — particularly landscapes. Until I didn't. After a lengthy road trip through the United States in 2017/18, my SLR went into the drawer and was forgotten. Snaps on my phone became 100% of my shooting.

A few years later my three year old started taking photos with my phone. And they were good. Somehow he nailed composition more often than not. But I wanted him to slow down and appreciate the process. For his fifth birthday I bought him an Instax. And he loved it. And by seeing his joy, slowly my love of film returned. A few months later I bought a used Minolta XD and grabbed a roll of expired (and expensive) Gold 200. Just a few years ago there was only one place in the Nelson/Tasman region that sold film. Today Fujifilm is available in half a dozen big box stores in the city. I started Nelson Film Co because I wanted better options for myself and my theory is if I want it, others will too.

It's early days and I don't know if Nelson Film Co will survive. I hope it does. What I am sure of: film will be more popular in 2027 than it is in 2026 and it will be more popular in 2032 than it will be in 2027. Whether or not this new venture survives, I'll be shooting film. That's a win.

Jeremy

P.S. I would love to hear from people who shoot film in the top of the south. It would be great to see people's photography, hear what they want and encourage more people to try film. Drop me a line!