Reto, the company behind the Kodak-branded film camera line, has announced the EC35, a pocket-sized 35mm point-and-shoot camera priced at just $35. The device is aimed squarely at newcomers to film photography, stripping away manual controls in favor of a fixed f/10 aperture, a fixed 1/100 second shutter speed, and a built-in flash powered by a single AA battery. A slide cover protects the lens and doubles as a shutter lock, making the camera safe to toss into a bag or pocket without worrying about accidental exposures.
The EC35 arrives at a moment when film photography is enjoying a genuine renaissance. Sales of 35mm film have climbed steadily over the past five years, and disposable cameras have become a fixture at weddings and music festivals. Reto is betting that a reusable, low-cost body will appeal to the same crowd that buys disposables but wants something that lasts longer than 27 exposures.
How It Compares to Reto's Existing Lineup
The EC35 sits well below Reto's other Kodak-branded offerings. The company's 50 EKTAR H35 half-frame camera, released a few years back, both target enthusiasts willing to spend a bit more for features or a larger negative size. The EC35 undercuts both by a significant margin, making it the cheapest entry point in the lineup. Buyers can also pick up a bundle that includes a roll of Kodak Ultramax 400 film for an additional $10.
Design and Color Options
Reto is clearly leaning into the aesthetic appeal of the camera. The EC35 will be available in seven colors: Midnight Black, Vanilla White, Butter Yellow, Lavender, Powder Blue, Blush Pink, and Avocado. The variety suggests the company expects a good portion of its buyers to be drawn in by looks first and film second, which is not a bad strategy when marketing to a generation raised on Instagram-friendly product design.
The Bigger Picture for Analog Photography
The EC35 enters a market that has shifted dramatically. Major manufacturers like Fujifilm have struggled to keep up with film demand, and Kodak itself has invested heavily in expanding its film production capacity. Disposable cameras have seen a surge in popularity, but they are inherently wasteful. A reusable camera at this price point offers the same carefree shooting experience while producing less plastic waste over time.
For beginners, the fixed settings remove the paralysis of choice. There is no ISO dial, no focus ring, and no exposure compensation. You load the film, point, and shoot. That simplicity is the entire pitch. It is the same logic that made disposables ubiquitous in the 1990s, now repackaged in a reusable shell.
What to Watch Next
Reto has not announced a firm release date beyond "this week," and it remains to be seen whether the EC35 will be available through major retailers or primarily via direct-to-consumer channels. If the camera sells well, expect competitors to rush similar ultra-budget film bodies to market. The real test will be whether a generation raised on instant digital feedback can tolerate the wait and uncertainty of film, even at $35.