While the hashtag existed since Instagram’s early days, 2021 marked the peak of 35mm film’s Gen Z resurgence — driven by TikTok, vintage camera thrifting, and a hunger for analog authenticity.

The 2021 Revival

Film photography exploded on TikTok in 2021:

• Videos of people shooting on Canon AE-1s, Pentax K1000s, Olympus OM-1s
• “I got my film developed!” reveals
• Point-and-shoot hauls from thrift stores
• Film developing tutorials

The appeal:

• Aesthetic: Grain, color shifts, light leaks, imperfections
• Intentionality: 24 or 36 shots per roll = every frame matters
• Tactile experience: Loading film, advancing the lever, hearing the shutter
• Delayed gratification: Waiting for development added excitement

The Economics (2021)

Film prices skyrocketed:

• Kodak Portra 400 (36 exp): $15-20/roll
• Kodak Gold 200: $10-12/roll
• Fuji Superia: $8-10/roll (when in stock)
• Development + scans: $15-25

Total cost per shot: ~$1-2 (vs. infinite free digital)

Supply issues: Kodak and Fujifilm couldn’t keep up with demand. Film was frequently sold out.

The Cameras

Vintage SLRs became expensive:

• Canon AE-1: $50 (2015) → $300+ (2021)
• Pentax K1000: $75 (2015) → $250+ (2021)
• Olympus OM-1: $100 (2015) → $350+ (2021)

Point-and-shoots went bonkers:

• Contax T2: $500 (2015) → $1500-2500 (2021)
• Olympus Mju II: $50 (2015) → $400-600 (2021)
• Yashica T4: $100 (2015) → $500+ (2021)

Why? Celebrities (Kendall Jenner, Bella Hadid) were photographed using them.

The Culture

Film accounts on Instagram:

• @35mm (1.5M+ followers)
• @analoguevibes (2M+)
• @filmwave (800K+)

Film photography rules (unwritten):

• Scan your film, but don’t over-edit it digitally
• Tag your film stock (#portra400 #ektar100 #trix)
• Post before/after (scene photo + developed result)

The Critique

Gatekeeping: Old-school film photographers criticized Gen Z for “not understanding the craft.”

Waste: Film production is chemically intensive. Not exactly eco-friendly.

Privilege: Film became a luxury hobby. Only people with disposable income could afford $1-2 per shot.

Gentrification of thrift: Scalpers bought cheap cameras from thrift stores and resold them for 10x profit online.

The Film Stocks (Most Popular 2021)

Color:

• Kodak Portra 400: The gold standard (skin tones, versatility)
• Kodak Gold 200: Budget option (warm, nostalgic)
• Fuji Superia 400: Slightly cooler than Gold
• Cinestill 800T: Tungsten film (cinematic look, halation)

Black & White:

• Kodak Tri-X 400: Classic, high contrast
• Ilford HP5: Similar to Tri-X, slightly finer grain
• Kodak T-Max 400: Modern, sharper

The Lab Boom

Film labs couldn’t keep up with demand in 2021:

• TheDarkroom.com (mail-in service)
• Indie Film Lab (hipster favorite)
• The FIND Lab (high-end)
• Local labs reopened after decades closed

Turnaround times: 2-4 weeks became normal (used to be 1 week).

Legacy

2021 proved film wasn’t dead — it was thriving. The hashtag represented a Gen Z rebellion against digital perfection, infinite scrolling, and disposable content.

Every 35mm frame was precious. And that felt radical in 2021.

Sources

• Kodak Alaris sales reports 2021
• eBay vintage camera price tracking
• Instagram hashtag analytics (#35mm 20B+ uses)
• B&H Photo film stock availability data
• Film photography subreddit (r/analog) growth