Kodak Charmera Goes Viral – But Does It Help Film Photography?

(A film lab owner’s perspective)

Lately, our inbox has been exploding. Hundreds of messages. Everyone asking the same thing: “Do you have the new Kodak Charmera camera?”

It’s everywhere. TikTok, Instagram, Facebook, XHS. The Charmera is the new must-have, a tiny digital keychain camera with the Kodak name stamped on it. Cute, trendy, and instantly viral.

Now, don’t get me wrong: I don’t hate the Charmera. I don’t hate digital cameras either. Digital has its own place, and this little gadget looks like a fun way to capture everyday moments. But here’s the thing, I run a film lab. And from where I’m standing, I don’t see this helping film photography the way some people imagine.

It’s Not Film. It’s Nostalgia in Plastic.

Let’s be clear, the Charmera is not a film camera. There’s no film to load, no negatives to process, no prints to hold in your hand. It’s a digital gadget dressed up with nostalgia branding, designed for quick “aesthetic” snapshots that look retro enough to trend on social media. That’s perfectly fine if you enjoy it. But it’s not film.

The Enquiries: 99% From Nowhere

Since the Charmera launched, we’ve had a flood of new enquiries. But here’s the catch: 99% of them came from people who never once shot film, never developed at a lab, never cared about negatives. They’re not my usual customers. They just want to be part of the hype. And when the hype fades, so does their interest.

Does It Actually Help Film Photography?

Some people, even customers have asked me: “Isn’t this good for film? More people talking about Kodak?”

Honestly, I don’t think so. The Charmera doesn’t teach you the patience of film, the craft of exposure, or the joy of waiting to see your scans. It just gives instant retro-styled digital photos. That’s not film photography, it’s a different experience.

If anything, it risks confusing newcomers about what “film” actually means.

What Still Matters

What really matters isn’t the next viral gadget,  it’s the people who still load a roll of film, frame each shot with intention, and wait to see their negatives come alive.

Every photographer who chooses film over convenience keeps the culture alive. It’s the community, the labs, and the shooters who prove every day that real film never dies.

Closing Thought

The Kodak Charmera is fun, and digital will always have its place. But if you really want to understand film, there’s only one way: pick up a roll, shoot it, and feel the difference yourself. If you’re curious where to start, even something simple like the Kodak M38 or H35 is a great first step into film photography. From there, the real journey begins.


Maybe the Charmera will trend for a season. But film lives for a lifetime.


Best of light,
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