It’s all very tentative if you read their press releases and blog. No one has a clue what they’ll actually do till next year. With Fuji and Kodak trimming film product lines, one has to question how Ferrania is reading demand.
Demand is easy… there are shooters who will only shoot film. If someone stops making a specific film the demand is still there for that film as long as the new producer can make the financial numbers work for the amount needed. When Kodak stopped making 5×7 film it was good for Ilford as they got more market share as they were the lone ones now making that size. I suspect the production cost of the Italian Color films will be much less than for companies like Kodak or Fuji and as such perhaps more sustainable… time will tell.
Problem is, demand isn’t stable in the current residual market for film. Production stops when demand is insufficient. The steady disappearance of labs of all sorts and storefront film stocks in N. America strike me obvious indices of demand(n.b. Lomography’s string of store closings).
Lower costs for Ferrania won’t matter much if demand keeps shrinking.
There is always demand for color film, the problem is that it can be smaller than the current players can fulfill or it doesn’t seem woth the effort for them.
Reading on APUG I recall that Kodak has a high minimum quantity, and if the product goes below it, just cut it.
On cine film, there is quite some demand for reversal stocks (S8 & 16mm), but fuji doesn’t put the effort to go into it.
Ferrania knows where it’s going, as ADOX does in B&W. Small market.
No Kodak does not have a high min on color films… I know as I’ve had a tour of the facility… They can make very small batches of say 5000 rolls which is amazing as before the consolidation of process it was a lot more… A lot more!!! This way film is always fresh and never more than the market needs.