Atlanta Film Co. is releasing another motion picture film for still photographers, but unlike their previous release of color negative 250D, 500T, and 200T, this time it’s a color reversal motion picture film named Euphoric.
Euphoric 100 is Eastman Kodak Color Reversal Film 5294/7294 hand-rolled into 35mm canisters with 36 exposures for still film cameras. It is available for pre-order now on the Atlanta Film Co. website here and orders are expected to be fulfilled as early as October 31, 2022. The price will be USD 13.49 (before tax and shipping).
Talking to the leading man behind Atlanta Film Co, Bill Manning says about the release of Euphoric 100, ‘We’re really excited to bring the magic of cinematography to the stills world. George Eastman was best known for democratising photography for the world and we hope to continue that belief today.’
Atlanta Film Co. says in its press release:
Since its introduction in 2018, cinematographers worldwide have utilized Eastman Kodak Color Reversal Film 5294/7294 for motion picture storytelling. Many of these cinematographers use Eastman Kodak Color Reversal 5294/7294 to tell their story through the saturated colors it offers creatively.
The film originally intended for motion pictures saturates colors but leaves skin tones neutral. Atlanta recommends shooting Euphoric in daylight (5500K) at ISO 100 and under tungsten light (3200K) at ISO 25 with an 80A daylight balancing filter.
The name Euphoric was inspired by Season 2 of the HBO TV series Euphoria which won an EMMY Award for Cinematography in 2022 and was led by Director of Photography, Marcell Rév. With the processing recommended and also coordinated by Atlanta Film Co, still photographers can achieve a similar look in their photographs as the popular show.
Atlanta Film Co’s press release says:
Cinematographers like Marcell Rév creatively used Eastman Kodak Color Reversal 5294 in Season 2 of the EMMY Award-winning TV series, ‘Euphoria.’ Inspired by this captivating series while maintaining the same chemical process and similar scanning techniques Atlanta Film Co., partnered with Dunwoody Photo, and utilizing Kodak Film Lab Atlanta processing services, can now provide a similar look as Season 2 of ‘Euphoria’ for stills photography.
As a color reversal film, the recommended development process is E6 which will give photographers a positive image and can be turned into a slide. However, when cross-processed in ECN-2 chemistry, both the contrast and grain are enhanced. This is similar to Marcell Rév’s process in Euphoria Season 2 where he cross-processed Ektachrome. If you’d like to read more about Marcell Rév’s decision to do this, there is a wonderful interview on the Kodak Motion Picture Filmmaker Stories blog with him here.
Bill says about testing the cross-processed Euphoric 100, ‘When we realised this process was possible, we absolutely felt we needed to bring talented cinematographers to the table to test this process out.’ Check out the sample images from two of the cinematographers that tested this film, Tari Segl and Sidarth Kantamneni.
Tari is a cinematographer based out of Los Angeles and can be found on Instagram here.
Sidarth is a director and cinematographer based in Atlanta and his Instagram home is here.
When the film is scanned, the image will have a green tone that is easily corrected. As mentioned in the previous article, any film lab can process this film if they offer E-6 and ECN-2 processes, but what differentiates Atlanta Film Co. is their partnership with Dunwoody Photo which utilises the Kodak Film Lab Atlanta for cine film processing.
Head over to Atlanta Film Co’s website here to check out more information on Euphoric 100 and order some to try for yourself. There will be a full review of the film soon on 35MMC so look ahead to that as well.
If you’d like to read the article on Atlanta Film Co’s color negative film release as well as the history of the company, check that out here.