Kodak Struggles — Should Fujifilm License Its Legendary Film Names?

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Kodak is sending out mixed messages these days, first saying it isn’t sure it can survive further, then saying that they have a plan to make sure that they will continue to stay in the business.

Once the fiercest rival of Fujifilm, Kodak now serves as a stark reminder of how differently two giants handled the digital shift. Fujifilm reinvented itself and thrived. Kodak, sadly, struggles to survive.

I hope Kodak will find a way to survive, but if they were to close operations, then I think it would be wise from Fujifilm to license Kodak’s legendary film names and styles —Portra, Ektachrome, Tri-X— and add them to their arsenal of Film Simulations, before other brands do that.

SonyAlphaRumors for example is already pushing Sony to purchase them. Fujifilm should come first and not miss out on that opportunity.

What’s your take on this? Do you think it would be a good business move?

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