With current prices, film photography might seem like a luxury. But has it *truly* ever been inexpensive?
Unfortunately, the correct answer is, “it varies.”
Noticing that a favorite roll of film costs a bit more than it did last month is not a clear indicator of average film pricing. There are countless film brands (analog.cafe/app/all-film), each with its own logistics, pricing, delivery fees, taxes, and more. It's a complex landscape.
Since 2018, I’ve been monitoring the average price of 135/36exp. film rolls across different stores in the US, Canada, Europe, and Hong Kong, creating a graph that illustrates these trends (analog.cafe/app/film-price…). This is the only graph of its kind. However, it remains incomplete since it does not account for inflation.
For instance, the average film price rose from $10.77 in April 2020 to $16.17 in July 2025 (+50%), but when adjusted for US inflation during that period, the increase is only 25% (or 5% annually). An inflation-adjusted average film price rise of 5% per year over the last five years is quite substantial.
Nevertheless, I want to emphasize how intricate the world of film pricing is: the real price effects you experience will depend on the currency used, your location, and the brands you opt for. For example, the same data in Euros (with historical currency conversion adjustments) shows an average film price increase from €9.97 in 2020 to €13.89 in 2025 (+39%), which is significantly lower than in the US when adjusted for inflation: 3.2%.
Considering the surge in popularity and demand for film photography over the past five years (analog.cafe/r/a-beginners-…), it is not surprising that prices are rising. This also indicates we are in a transitional phase: moving from the near extinction of the medium to its full revival. This transition requires investment and results in a delayed response to market demands. In other words, the current price increases can be seen as “growing pains.”
But what if we looked further back to understand what our parents or younger selves would have paid for film during its peak, say in the 1990s?
I recently found an article that stated that Kodak Gold 100 (24exp.) cost $4.60 in 1990 (upi.com/Archives/1990/12/1…). Adjusted for 2025 dollars, this amounts to $11.40, comparable to today’s average price of Kodak Gold 200 ($11.35) — or even less considering that 36-exposure rolls are pricier (currently, a 24-exposure roll of Kodak Gold is $7 at B&H).
In other words, shooting film in 2025 is cheaper than it was in 1990.
I'm cautious about making definitive claims due to the complexity of the situation and the limited historical data. However, it’s enlightening to recognize the worth of our medium, even at its peak production period.
Maybe the current film prices aren't as burdensome as those who “used to shoot it back in the day” might assert.
#editorial🔥
Frustratingly, the true answer is, "it varies." #editorial.