The editors of "camera" magazine were given the exclusive opportunity to interview TKO, the creative head of the "Film Project" at Ricoh Imaging.
camera: How about yourself? Do you do just digital or also analog photos?
I take both analog and digital photos. I own a number of analog cameras and resumed analog photography a few years ago.
camera: : What is the biggest problem so far that you have to solve while designing a new analog camera?
TKO: The biggest problem we faced was in finding engineers who had knowledge about analog cameras. We supplemented our in-house human resources by recruiting retired PENTAX employees, because they had a great deal of experience in the field, and were devoted to analog cameras. They are our powerful ally, and avaluable treasure.
There was also the problem of tracking down the business partners and manufacturing facilities that we reinvolved in the production of analog cameras. PENTAX is not the only manufacturer that has been losing the technologies and skills of the past. This is a serious concern for all of us.
camera: Do you have any idea why so many people come back to analog photography?
TKO: I don’t have a clear explanation, but I assume this trend is something like this. Analog photography provides a mellow, artistic visual expression, something that is lacking in digital photography. It includes the quality of being a hobby, one that lets the photographer enjoy the entire process of photography, including the possibility of failure. It provides a sense of joy and anticipation because the photographer cannot check the outcome right away and has to wait for the end result. It lets the photographer concentrate more on the shooting process, because the number of photos that can be captured on a single roll of film is limited. The photographer feels the unique charm of an analog camera using film, and appreciates its classic design.
In today’s society, where everyone is very busy, analog photography appeals to many photographers because they appreciate its inconvenient, time-consuming process. It’s a very emotional experience for them, I believe.
camera: What will be the typical customer for your new camera?
Our target user is anyone who loves analog cameras. However, we are mainly targeting younger people and entry-level photographers who are experiencing analog photography for the first time. We plan to provide our assistance and support so that they can enjoy stress-free analog photography.
We’d love to hand down analog cameras to coming generations, using the support of people who once used analog cameras and have decided to use them again after many years, as well as ongoing analog camera users who can teach the beauty of analog cameras to younger users. It’s a camera for the young generation, and for those who loved film photography in their youth.
camera: The first camera will be a point and shoot, we understand. Why did you select this kind of camera?
TKO: We wanted to create a camera that younger users could enjoy without much fuss. Developing a lens-interchangeable, high-end analog camera from scratch is very difficult. The development process means assessing every technology, one by one, step by step. That’s why we decided to develop a compact camera first, launch it as soon as possible and deliver it to younger users.
camera: Are there major differences between the analog cameras of the 1970s and 80s and the new camera—for example, in materials or in technical capabilities?
TKO: The cameras of the past contained some parts that required different levels of manufacturing accuracy. This meant that experienced craftsmen with a high level of skill were needed to handle these variations. Many different assembly processes were also needed, all of which had to be performed by hand. Unfortunately, skills like these have almost disappeared today. However, parts today are produced with much greater accuracy than in the past, making it possible to manufacture high-quality products much more quickly.
camera: Some years ago, there was a successful crowdfunding for an analog SLR—but in the end the camera was not built, because the shutter needed was no longer produced. Has this also been a problem?
TKO: Yes, the shutter is another big concern for us. It takes a great deal of time and a lot of money to produce a shutter unit. Since our initial goal is to produce a compact camera, we have been studying different types and specifications to find the best shutter unit for this model.
camera: Is an ideal camera for Japanese customers different from that for Europeans?
TKO: We intend to carefully listen to the voices of consumers in different regions of the world, so that we can create the ideal model for all analog camera users.
camera: How about differences between men and women? In the past very small and lightweight cameras were especially produced for women, such as the Olympus Pen or Mju. As the market for analog cameras is quite small, we assume that you have to build one model that is everyone will want?
TKO: We conducted a survey about analog cameras in Japan and found that there was a relatively large number of woman users in their 20s. However, we did not discover major differences in the preference of men and women. As you pointed out, we’d like to make this compact camera a model that makes analog photography enjoyable for as many people as possible. We want to make it a camera that they feel close to, and that they can easily handle.
camera: The analog hype is already more than 3years getting bigger and bigger. Isn’t it highest time to come to the market with new analog models?
TKO: Since we first announced our Film Project in December 2022, we have received many positive comments from users. We want to achieve our goal as soon as possible, but we still have many hurdles to overcome. We are hoping that we’ll eventually be able to launch a dependable product by overcoming each of these hurdles.
camera: How about your time table? When we will see a first film camera under the brand of Pentax arriving on the market? Which one will be the first and what will follow?
TKO: We’re doing our best to launch the analog cameras as soon as possible, but it will take time to clear all the difficult technical issues involved.
That’s why we decided as our first step to focus on the development of a compact camera. We want it to be a camera that younger users can use in a relaxed and fun way. At the same time, we do plan to incorporate technologies that can then be used in future models, such as a lever-type, hand-winding mechanism. We may be able to apply this mechanism to a film-format SLR camera in the future. We are thinking ahead about future models as we focus on the development of our first analog compact camera.
camera: The film market, especially for color films, is dominated by one company. Is this a problematic situation for the star of your project? Do you see any future changes in this market?
TKO: The film market is very important to us. Even if we develop a new analog camera, however, it won’t necessarily solve this issue and help to stabilize the film market. We hope that this project will start up a new process, even if it is a minor step. and have an influence on film-related businesses and organizations. We feel that, in the end, this will help start a new trend in which the entire camera industry decides to provide a new platform for the market, and particularly for younger users.
We are delighted that there are so many supporters, including both businesses and photographers, who understand and are backing this project. We truly feel that we have partners across the globe.
camera: Please describe the typical way you work on a new project like this analog camera. Which are the most important steps until your camera will be finished?
TKO: We’re listening to the voices of users in different markets and are looking for the ideas that only PENTAX can achieve.
Our Film Project was made possible because people who are interested in analog cameras shared their ideas and expectations with us. Fortunately, social media is popular today, and this was very helpful. We would very much appreciate it if people would continue to send us their ideas and opinions about analog cameras. We’re looking at their ideas and opinions every day as we proceed with this project. We hope that they will continue to upload their comments, as all of us watch the project’s progress together. We believe that eventually it will start a new trend in the development of modern analog cameras. I really look forward to seeing this happen.
We would like to thank the editors of Magazin "camera" (www.camera-mag.de) for allowing us to print the interview from the first issue in full.
