Its new short film, “Understanding,” is a testament to a father’s love and the power of a printed photo.
Even bankruptcy can’t kill the Kodak Moment.
Sure, nobody you know buys film anymore and Kodak just licenses its brand for consumer cameras and phones, but that doesn’t mean it can’t still produce heartwarming moments.
In a short film for Kodak that debuted this week, director Terry Raymond shows the poignant journey of a father learning to accept his gay son.
In just under three minutes, Raymond’s “Understanding” manages to make viewers reach for a tissue and rediscover the power of a printed still image.
It’s worth noting that the success of this film has depended on YouTube and social media — two of the factors that helped hasten the demise of traditional film and imagery.
I don’t want to spoil too much — you should just watch it — but even the photo that stars in the film is a selfie (albeit one taken with a traditional camera).
Also, in case you were wondering, the 35mm movie actually uses a commercial movie film that Kodak still produces.
For those of you too young to remember what an old-school Kodak moment looked like (Hi Johana), here’s a classic 1970s Kodak spot.