MILWAUKEE — When you walk through the doors at Mike Crivello’s Camera Center, you feel a bit like you’ve taken a trip back in time to the 1980s or early 90s.
“We never gave up on the developing of film,” said General Manager Jeff Dobbs.
Dobbs should be glad. It appears what’s old is new again. Film photography is making a comeback, especially among young people. While exact statistics are scarce, it is clear there is a renewed interest.
In recent years, Kodak has ramped up film production, hiring hundreds of new employees to staff their factory. Camera maker Pentax just released a new film camera for the first time in decades.
Closer to home, Mike Crivello’s is seeing it firsthand based on the number of film canisters coming through the door.
“We went through some hard times, but now it is increasing about 10 to 15% per month, and it has been for about four years,” said Dobbs.
Dobbs said he has been especially impressed that many of those seeking film photography are teens or people in their 20s, who have lived most, or all, of their lives in a world where digital photography was the primary medium.
“On a daily basis, we get young people who are very enthusiastic about getting a film camera. They have never had one before. The most important thing is that we spend time with them and teach them how to get film in it and out of it,” said Dobbs.
The resurgence of film photography is having an impact on other Wisconsin businesses as well. Milwaukee-based Retrospekt restores and sells a wide variety of analog technology, including film cameras.
Retrospekt Co-owner Adam Fuerst said the company has seen an increase in demand for film cameras, particularly Polaroid cameras, in recent years.
“Especially during the pandemic, where people were finally having some time to get back to their hobbies and pick up something they can do by themselves,” said Fuerst, “I think that really has continued to evolve ever since.”
Fuerst said Retrospekt’s primary customer base is Millennials (people born from 1981 to 1996) through Generation Alpha (people born between 2013 and 2024).
Demand is high enough that cameras that were once just run-of-the-mill are today being restored and sold by Retrospekt for over $100.
“Things that in the 70s, 80s, even early 90s were maybe thirty to fifty dollars, with inflation and manufacturing costs, economies of scale, something like that to manufacture today would be way more expensive,” said Fuerst.
Retrospekt has a staff of around 45 people, many of whom are focused on restoring vintage tech.
Dobbs said he does not believe the renewed interest in film photography is just a fad based on the genuine interest he sees from younger customers.
“They think it (film photography) is a miracle and really kind of fun because it was never part of their lives,” said Dobbs.