There was a time, not long ago, when film looked finished. Megapixels took over, phones could tell a whole day’s story in a thousand snaps, and the idea of 36 careful frames felt quaint. Why wind, wait, and wonder… when you can shoot 500 selfies before lunch?
And yet, here we are in 2025, watching film survive and thrive.
From thrifted point-and-shoot cameras flying off the shelves to viral TikTok trends like “film dumps” and #filmisnotdead, a new generation is falling in love with analogue all over again. Yes, the retro look helps, but this is about more than aesthetics.
It’s about slowing down.
About being present.
About capturing memories with heart, not haste.
The Art of Slowing Down
A growing wave of under-35s is loading film for the first time. They grew up on instant, infinite, endlessly editable images and somehow, all that perfection started to feel… empty.
Film feels different. It feels real.
When you load a roll of film, you think before you shoot. Each frame carries weight. Every click means something. There’s no instant preview, no delete button, no algorithm waiting to rank your moment. It’s just you, your camera, and what’s in front of you.
This turns a photo from something we take into something we keep.
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The Beauty of the Unknown
Ask any film shooter what they love about it, and you’ll hear the same thing: it’s the surprise.
With digital, the moment is gone the second you tap. With film, the moment lingers. You don’t know what you’ve captured until the roll is finished, developed, and held in your hands. Waiting creates something rare: anticipation.
You stop chasing perfection and fall in love with the process again.
Perfectly Imperfect
One of the best things about film is that it doesn’t try to be flawless. In fact, it can’t be.
Grain happens. Blur sneaks in. Light leaks kiss the frame.
But all those “imperfections”? They’re part of the story.
A film photo doesn’t just show what something looked like. It shows how it felt. Life isn’t always sharp or perfectly framed; sometimes, it’s messy, and that’s the beauty.
Nostalgia in a Click
If you grew up in the ’90s or early 2000s, the shutter click, the roll wind, and the photo-paper smell feel like home. It brings back disposable cameras on school trips, family albums, and tearing open fresh prints.
In an increasingly virtual world, film is tangible. Something to touch, keep, and pass on.
(Image Source)
A Quiet Rebellion
Make no mistake, the comeback of film isn’t anti-technology. It’s anti-rush.
Digital says, “Faster.” Film whispers, “Take your time.”
Digital says, “Take more.” Film answers, “Make it matter.”
Film invites us to slow down and simply feel in a curated, filtered world.
The Thread of Love
At the heart of it all is love, for the craft, for the stories, for the people and places we choose to frame. Shooting film is an act of care: to be present, to commit, to say this matters.
Not for likes, not for trends, but because we felt something and wanted to hold it.
So... Why the Comeback?
Because in a world that’s always online, film brings us offline.
Because in an age of filters, it gives us honesty.
Because when everything is fleeting, film feels permanent.
Whether dusting off an old SLR, picking up a thrifted point-and-shoot, or loading your very first roll, you’re not stepping backwards.
You’re stepping deeper.
Into your creativity.
Into your memories.
Into the love that lives in the in-between moments.
Because sometimes, the best way to move forward… is to slow down.
Show us your heart, not haste. Share your favourite film shot and the story behind it. Tag @themarketsociety and use #HeartNotHaste so we can feature your work and publish a community guide to film labs, thrifted cameras, and tips from local shooters.