A company with over a hundred years of history... A pioneer in the world of the moving image... The filmmaker's oldest pal... KODAK'S Kelly Mandarano answers our questions about Kodak's history, services, latest products, and its present role in the digital film industry.

The filmmaker has a lot to learn...

1) Can you tell us a little about Kodak’s history and mission?

With the slogan "you press the button, we do the rest," George Eastman put the first simple camera into the hands of consumers in 1888. In so doing, he made a cumbersome and complicated process easy to use and accessible to nearly everyone.

Through the years, working with our customers, Kodak has also been responsible for much of the technology behind the great innovations in the motion picture industry – including color, sound, and improvements in film quality that have made possible more imaginative, more transparent story telling. In the process, the company has won 30 awards from the Academy of Motion Picture Arts and Sciences – including eight Oscars for scientific and technical excellence and one additional Oscar for a century of service to the motion picture industry.

Kodak actually established its science and technology center in Hollywood the same year the first Academy Awards celebration was held in the nearby Hollywood Roosevelt Hotel – and George Eastman and Thomas Edison are the only two honorary members of the Academy of Motion Picture Arts and Sciences to date. From the beginning, virtually all motion pictures presented with Oscars by the Academy have been made on Kodak film.

Ours is a business that's more than a hundred years old, but is always reinventing itself because our business -- and our industry - is powered by the human ability to tell stories in motion.

So while technology, innovation and marketplace dynamics continue to evolve at an ever-increasing rate of speed, some things will never change.

From our customers’ perspective, the motion picture business will always be about telling stories in which the technology is transparent, where the technology works behind the scenes to enable the filmmakers' creativity.

That’s where Kodak continuously strives to serve this industry – by providing the best solutions across the evolving workflow, both film and digital, and helping those technologies work seamlessly together in order to bring a filmmaker’s vision to the screen, more faithfully, efficiently, and at the highest levels of performance.


2) What is Kodak’s role in the evolving digital cinema industry? Can you tell us about how you are adapting your services to this new medium?

Building on a century of experience developing most of the enduring innovations that drove the motion picture industry forward, Kodak entered the digital cinema marketplace in 2003.

Kodak now has approximately 80 digital cinema systems installed worldwide, many of them also playing 3D through Kodak's partnership with REAL D. Through Kodak's Laser Pacific subsidiary, Kodak has also prepared and delivered several 3D movies, as well as nearly 50 feature length 2D movies, from the seven major studios and other smaller distributors.

Kodak Digital Cinema is fully committed to be a successful integrator, trusted partner and guide, and long-term leader as this business evolves, providing a full range of products and services that meet industry standards and make business sense – and are delivered with the quality, customer care, and peace of mind the industry expects of Kodak.


3) How important is it for Kodak to have strong relations with film students and independent or emerging filmmakers?

Kodak’s worldwide educational program for film schools was originated in 1991, and includes a broad range of initiatives, such as scholarships, educational materials, product grants, awards, seminars and workshops. With over 16 years of demonstrated commitment to film students, educators and emerging filmmakers, Kodak has invested literally millions of dollars to ensure that the next generation is given a strong foundation as its members embark upon their careers in this dynamic, competitive industry. We also work with a multitude of organizations including University Film and Video Association and CILECT (the worldwide organization of film schools) to support this important customer segment – which represents our future – as well as to encourage excellence in the field of motion picture education.


4) What are some of your latest products?

November 29, Eastman Kodak Company unveiled the first product in a new generation of color motion picture films, continuing the company’s dedication to film technology and setting a higher standard for image quality. KODAK VISION3 500T Color Negative Film, available now in 35mm and 16mm formats, represents a new emulsion platform incorporating technical breakthroughs that deliver greater efficiencies and expand creative options for filmmakers.

KODAK VISION3 Film offers increased exposure latitude and color detail with noticeably reduced grain, especially in the brightest highlights and darkest shadows. This translates into time saved on the set and in postproduction. For more information about this exciting new product, please visit: www.kodak.com/US/en/motion/products/negative/v3_5219.jhtml


5) Which one of your products would you suggest to an independent filmmaker, shooting his first film?

At Kodak, we believe the best motion picture workflow starts with film. For those customers who choose digital capture for creative reasons, there exist many options. Each individual production is unique, and each production decision includes its own prioritizations and trade-offs. Based upon our customers' expectations for the very highest quality images -- and for flexibility and ease of use -- Kodak remains firmly committed to camera negative film as the best origination medium currently available.

That said, many filmmakers need to weigh out the best quality they can get in relationship to cost. Super 16 is always a top contender because of its ease of use (lightweight, mobile cameras, smaller crews and lean support equipment) and the forgiveness of the medium. It's a great route to pursue when the budget is limited, because you can save a lot of money on the front end when shooting Super 16 - not only with the equipment rental, but also on the film and developing costs.
In recent years, higher quality Super 16 film stocks (e.g. Kodak 7219), motion picture camera advances (Aaton's A-minima) and new lenses (Canon's 7-63), as well as the ability to scan film digitally in postproduction -- have been driving the popularity of S16 for indies and student filmmakers. (Digital intermediate allows filmmakers to scan film digitally, frame by frame, then manipulate and enhance color, adjust contrast, reduce or intensify film grain and blow up to 35mm for theatrical release.)


6) Can you tell us a little about your educational tools? What are some of Kodak’s services, in terms of educating the filmmaker?

One thing that everyone should be aware of is the Educational Allowance which offers significant price breaks on KODAK Motion Picture Films to make it easier and more affordable for up-and-coming filmmakers to practice their craft.

Kodak also realizes the importance of hands-on experience in film origination as part of a film school curriculum, that's why we work closely with faculty and provide KODAK Motion Picture Film to film schools around the world as part of our Product Grant Program.

We have a number of products specifically for the film school market, the new KODAK Look Manager System Educational Edition. This software provides the ability to accurately emulate and pre-visualize production tools electronically, including the effects of gels, filters, manipulation in DI or printing, and different processing techniques, and is available as a special one-year license for film school educators and students.

We also offer KODAK Educational CD-ROMs and workbooks. These are self-paced learning programs with accompanying workbooks that cover topics including Art of Lighting for Film, Color and Light in Motion Imaging and Workflow Planning. They are for purchase at a student discounted price from your local KODAK representative.

And as film students progress through their studies and early careers they should look out for the various Motion Picture Workshops run by Kodak. One of our most popular workshops is Stop By Shoot Film, which provides a hands-on opportunity to capture images on Super 16 mm motion picture film. Participants gain experience under the guidance of a professional cinematographer, receiving a DVD of their own footage at the close of each workshop. Kodak offers a wide variety of educational programs, both independently and in partnership with a number of industry partners. You should speak to your local Kodak representative about up- coming Kodak events in your area.

Another tremendous resource is the Kodak website, which containing rich information on a wide range of topics related to motion picture imaging, including interviews and testimonials from industry professionals – in addition to extensive KODAK product information. There are a number of areas you will find useful including downloadable publications, interactive film tools, and the opportunity to subscribe to our e-newsletter for educators and students. www.kodak.com/US/en/motion/education/index.jhtml

To see Kodak's profile, please click www.filmannex.com/kodak


Interview by Eren Gulfidan - www.filmannex.com/Eren%20Gulfidan