Meet Atlanta Film Co’s new Euphoric 100 film for your vintage 35mm cameras.
I must preface this entire article by saying that I am not an expert in the world of analog photography. Like many others, I picked up my first 35mm camera during the pandemic and was, at best, what can be described as an amateur Instagram photographer.
However, with a background in film and video production that I would describe myself as “functional, if not at least a little knowledgeable”, I can say that experimenting with analog photography was a very fun way to learn about film and celluloid processing to learn .
However, even with my limited experience, I have to scoff a bit to learn about this new thing euphoria-inspired footage will be released. It just seems a little… silly.
But then again, it costs about $50 in film and editing and scanning fees to take the same photos of windmills in Amsterdam as a billion other tourists do. So who am I to judge?
Regardless of your feelings, however, Atlanta Film Co has just released its new Euphoric 100, a brand new color-reversing film stock inspired by the Emmy Award-winning HBO show euphoria.
And here’s why you should actually consider giving it a try.
EKTACHROM and the euphoria Effect
While we can’t just give credit to the popular HBO teenage drama show euphoria As the be-all and end-all of gritty cinematic looks, there’s no denying that this specific style has influenced a new-generation audience with the show’s popularity.
season two of euphoriaIn in particular, made the stylistic switch from shooting with large format digital cameras (Alexa 65 with ARRI Prime DNA lenses) in season one to shooting in Kodak’s unique EKTACHROME 5294 format, specially reconstructed for the show. The team also shot on KODAK VISION3 500T Color Negative Film 5219.
You can read more about it entire process here. Suffice it to say that season two certainly leaned towards a certain look that has many eager to learn how to recreate it themselves.
Enter Euphoric 100
Here we get this brilliant marketing decision from Atlanta Film Co to release their own Euphoric 100 film stock. Hand rolled in standard 35mm canisters, Euphoric 100 is really just Ektachrome 100D and offers the same high contrast and highly saturated look you’ll find euphoria.
Having shot a few rolls with Ektachrome 100D in the past I can say that this film is a bit tricky to shoot as it requires quite a bit of daylight (5500K) or bright tungsten light with some daylight compensating filters.
However, where Ektachrome 100D really shines is in light and neutral skin tones that contrast starkly against dark and moody backgrounds (like many scenes from euphoria season two).
Why you should try it
Ultimately, film photography may be little more than a hobby for most film and video people. It’s nice to take a 35mm camera to a camping trip or party simply because it’s a lot easier to lug around than a Blackmagic Pocket Cinema Camera 4K with gimbal, shotgun mic and lighting kit. Shooting on film also forces you to slow down. This can help you better understand how you compose your shots, how you spend your time composing images, and help you see things you might not be able to see on a monitor.
It can also be a great way to learn a little more about how analog processing works, for both still images and film. This Euphoric 100 in particular requires E-6 processing, resulting in a positive image that must then be cross-processed with ECN-2 to turn the image into a negative with the desired contrast and grain.
With this cross-processing, you can learn a lot about how different skin tones, ISOs, and compositional elements can actually affect real filmmaking. And while there are fewer and fewer opportunities to work on true analog film projects, in fact the looks are so desirable that those opportunities will no doubt come.
And if you have a strong understanding of these different film materials and looks, you can draw on a very helpful knowledge base on set. Or at least a fun hobby to keep impressing your friends on Instagram.
Where to buy Euphoric 100?
You can preorder Euphoric 100 from Atlanta Film Co for $13.49 per roll with 36 shots. The company also offers E-6 and ECN-2 cross-processing options, as well as the option to have your color-corrected scans shipped to you for an additional cost. Or if you’re feeling very adventurous, you can make your own by purchasing a 400ft roll from B&H and rewinding it into 35mm photo canisters.
But if you have any questions about it Euphoric 100 Foil and/or finish, learn more on the brand’s Instagram here.