We definitely looked at the marketplace to see which areas it would make sense for Kodak to support, and a film project like this is truly an investment. We won't make a product like this if we don’t believe we’ll see a return on it. Luckily the colour negative film sales have been very stable over the past year. Black-and-white is also doing extremely well. It almost feels that there is a very real resurgence for film. A lot of people that were completely digital are now accepting film again for certain things – or they do like the workflow. And the most exciting thing is to see the younger people adopt film. It’s almost a generational thing. They have not shot film growing up, but once they do get a hold of film in a university, they just seem to fall in love with it. And that’s exciting. It just seems to have a lot of influence.