New York, NY—Lomography, a company dedicated to analog, experimental and creative photography, launched a campaign to protect the future of 120-format film. As part of this effort, the company is reducing the prices on a selection of its 120-format films. 
“We cherish the spontaneity, speed and instinctive nature of analog photography. However, we’ve noticed a growing reservation within the analog community when it comes to the distinctive and charming 120 format. We refuse to let 120 film fade away. So, we now formally declare it an endangered species!” the company announced.
Save 120-Format Film
To support film amateurs as well as professionals worldwide in their medium-format practice, Lomography announced significant price reductions on 120 films. “We firmly believe that medium-format photography should be all about having fun and creating without worrying about budget constraints,” they added. 
Starting now, the following films will have the noted reduced prices:
- Color Negative 100 ISO 3 Pack (was $34.90): $24.90
- Color Negative 400 ISO 3 Pack (was $34.90): $24.90
- Color Negative 800 ISO 3 Pack (was 39.90): $27.90
- Redscale XR 50–200 3 Pack (was $35.90): $24.90
- Potsdam Kino 100 ISO (was $10.90): $6.90
- LomoChrome Metropolis 2021 (was 12.90): $11.90
- LomoChrome Purple 2021 (was $13.90): $11.90
“Together, we can revive this incredible format and inspire a new generation of photographers. Thank you for your support and passion for film photography,” the company added.
Film Characteristics
Lomography Color Negative 120 ISO 100 achieves dazzling colors and sharpness. ISO 100 offers extra-fine grain and crisp details.
Lomo Color Negative 120 ISO 400 also offers vibrant colors and sharpness. ISO 400 film offers fine grain and versatility.
Lomography Color Negative 120 ISO 800 has the same attributes of the ISO 100 and 400 films. However, ISO 800 features moderate grain and great low-light performance.
Lomography Redscale XR 120 ISO 50–200 enables you to bathe your photos in glowing shades of red, orange, yellow and even cool blue. You can also experiment with the extended ISO range to render different results.
Potsdam Kino B&W 120 ISO 100 lets you freeze moments in grayscale. This is a black-and-white cine film. 
2021 LomoChrome Purple color negative film lends psychedelic purple hues and color-shifting, with a sparkling surprise on some frames.
