In an era where filters dominate and all things come quickly, a modest camera business in Melbourne is encouraging young people to take their time, capture photos intentionally while discovering the beauty of defects along the way.
The “NANA” in-house camera, which won the IDA awards. Photo: Sarah Nicole Hii
Established in 2011, FilmNeverDie has grown to be a flourishing community for fans of film photography, many of whom are members of the younger generation.
FilmNeverDie co-founder Gary Wong has seen a lot of younger people getting into film. “They are interested in the procedure, the easy use, and the sensation of not having to spend time on the computer editing,” he said.
After struggling to locate Polaroid films for a camera he had purchased for his then-girlfriend, Wong launched the company as a side project. Initially a tiny eBay business, it quickly expanded into a physical location that sold film cameras as well as provided film developing services and fostered an artistic society.
“There’s a novelty to shooting film,” Wong says.
“It involves finding an old camera at your grandparents’ house and giving it a new lease on life. This generation truly finds this simplicity appealing.”
First-time customers frequently arrive at the business, uncertain of where to start. Others have done their homework, and are certain of what they want. According to Wong, some people merely want to speak to someone and seek guidance. “We explain it to them,” he says.
With their own range of high-end metallic point-and-shoots and inexpensive disposable cameras, FilmNeverDie makes the art of film photography accessible to beginners. Kodak and Fujifilm are popular brands, particularly among artists and a younger generation seeking a unique, raw look.
Another important factor in the comeback of camera film has been social media. “TikTok and Instagram are definitely drivers,” Wong says. “Every unique generation has a method of learning, and this one looks to the internet for inspiration.”
Through photowalks, black-and-white development seminars, and zine-making workshops, FilmNeverDie actively fosters communities outside its sales. “We host film competitions, conduct crash courses after hours, and even use the “Nana” cameras to organize events,” Wong says.
In addition to its historical appeal, a younger generation is gravitating toward analog for a tactile experience, as digital boredom increases. Wong believes that this is what makes film photography unique. “Perfection isn’t the point. It’s all about being there,” he says.
