As in film, Kodak fades away

More than 120 years after its inception, George Eastman's contribution to the world is on the brink of corporate extinction. Eastman Kodak, simply known as Kodak, filed for bankruptcy the beginning of January.

Remaining operational, financial woes currently suppressed by Citigroup's $950 million-dollar financing, Kodak's corporate restructuring intends to "bolster liquidity in the U.S. and abroad, monetize non-strategic intellectual property, fairly resolve legacy liabilities, and enable the company to focus on its most valuable business lines," according to an official statement.

Regarded as the pioneer of modern photography and once considered an innovator — being the Apple or Google of its times — Kodak's untimely decisions, relentless preservation of physical film and its inadaptability to arising social trends hammered the final nails in its coffin.

Building their first cassette-based digital camera in 1975, which required 23 seconds to develop a single image and utilizing a customized reader to display photographs in a black and white television, Kodak was at the forefront of the digital revolution. Nevertheless, Kodak viewed digitalized photography as a direct threat to its business line. Thriving in the creation and distribution of film, Kodak's inherent opposition favored short-term profits over long-term sustainability.

Standardizing Hollywood's 35mm film in the 20th century, Kodak's pompousness undermined the competitive drive within the consumer market. In the latter part of the century, with unsuspected challenges from prescient competitors Fujifilm, Canon and Sony, Kodak began altering their primary medium of revenue.

Releasing a slew of digital cameras, the 90s witnessing the DC40 Point-and-Shoot (1995) and various pocket cameras, Kodak remained stubborn on integrating modern forms of film alongside their hardware. Developing products such as professional Portra color negative films and Supra III color paper, digital printing was expected to be Kodak's saving grace.

Resistance, once again, proved futile. Kodak never foresaw consumers veering from printing (or developing) film. With the rising popularity of social networks, from Friendster to MySpace, people began perceiving photography as a form of expression and communication rather than a time capsule for unforgettable memories. Worse, modern image-hosting services, whether it be Imgur or Facebook (to a certain extent), have further diminished Kodak's presence within public consciousness.

Although Kodak began profiting from licensing royalties at the turn of the century, financial troubles became further publicized when it filed lawsuits against Apple, HTC and RIM for infringements on its digital imaging technologies. Now nearing the end of the road, Kodak hopes to sell its portfolio of nearly 1,100 patents and shift entirely into the printer industry.

Ultimately, Kodak failed to maximize commercial possibilities brought upon the information age. Its narrow-minded ideals undermined their digital innovations in favor of sustaining a cycle of tangible media and lack of initiative allowed for rising companies to capitalize on cultural shifts. Like the thousands of the photographs printed upon its film, Kodak too, must eventually fade away.

Jerry Aldaz may be reached at prospector@utep.edu.