Lomography has declared 120 film to be an endangered species and promises to reduce prices significantly to encourage the film community to invest more in medium format. From their point of view, over the past few years as film prices have risen, the 35mm format has become economical and 120 is getting left behind. So, to help the medium format, Lomography has announced they are reducing prices on their 120 films.
The following packs and individual films will be reduced for the time being:
- Color Negative 100 ISO 3 Pack: Before £29.90, Now £22.90
- Color Negative 400 ISO 3 Pack: Before £29.90, Now £22.90
This brings the cost of color negative film from £9.97 to £7.63 each, which is no small discount and just under the current cost per roll for Kodak Gold. (Source: Analogue Wonderland)
Additional film reductions include:
- Color Negative 800 ISO 3 Pack: Before £34.90, Now £24.90
- Redscale XR 50–200 3 Pack: Before £30.90, Now £22.90
- Potsdam Kino 100 ISO: Before £9.90, Now £5.90
- LomoChrome Metropolis 2021: Before £12.90, Now £10.90
- LomoChrome Purple 2021: Before £11.90, Now £10.90
“120 film offers a bigger frame and more room to create, but in recent years we’ve noticed the wider analogue community grow increasingly reserved about this distinctive and charming format. We don’t want to see it disappear, so we’re declaring 120 film an endangered species. It’s time to bring back the experimentation! We invite our Lomographers and global retail partners to join us in this journey to sustain and revitalize the 120 format. As part of our commitment, we’re reducing the prices of our 120 films.” Lomography
Lomography wants to encourage creative film shooters not to shy away from medium format because of its associated higher cost per frame.
“With increased sharpness, improved depth of field, and a larger canvas for striking compositions on a lovely square frame, medium format film offers exciting possibilities for carefree snapshots, thrilling experiments, and professional work. We want everyone to forget everything they ever thought they knew about medium format film and let loose!” – Lomography
Medium format photographers are encouraged to share their work using the hashtags #120isforever #120isworthit on socials.
To head over to Lomography’s 120 film webpage and take advantage of their current price reductions, click here. If you’d like to explore their 120 camera range, which includes the Diana F+, the Lomo Lubitel 166+ TLR, the snazzy LC-A and LC-A Wide, then head over via this link.
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