As most of you know, the sale of just a few New55 PNs does help the project and is consistent with the kickstarter goal to create an ongoing enterprise that would sustain 4x5 instant photography. The whole idea of New55's kickstarter is to get a sustainable thing going, not just a one-time project. How do we better communicate this ongoing goal again to those who are just becoming aware of the project? Maybe the larger question is about how well we understand the economics of small-scale products and how they might survive in the midst of a mass market culture that knows little about where the products come from?
Recently, a few supporters and onlookers have talked online about the project and asked why, for instance, their reward hasn't shipped yet when others have and some sales have been made. Like building a house, the roof can't go on first, there has to be a foundation and walls to support it. The analogy is clear when you look at how things are made. It is the capacity of manufacture, the know-how, and the money flow that make any sustainable business, project or crowd-funded effort move forward. A one-time project, like a book for instance, is written, goes to press, ships, and then is done.
Film, especially instant film, is just not like that. It would be a waste to apply the effort to assemble a finite number of units and then not be able to continue. One of the most explicit goals of the project (seen on this blog since 2010) is to find where the economic center - if there is one - can balance a sales price with a real world cost to manufacture.
Ladies and gentlemen, that time has come. New55 FILM is officially, though not yet robustly, commercialized. A substantial goal of the kickstarter effort has been met. No icing on the cake though, at least not yet. We produced well for two weeks before the shocking news of the coating failure stopped everything, and now we are at a crawl. But there are other things happening, too.
We are seeing the first reactions to the initial high prices as expected. We are seeing some impatience, as expected. We experienced more than the expected share of problems, but these have become interesting in themselves, and though daunting and still extremely risky, that is not something new either. Many people have found our several disasters to be instructive and even entertaining. They are, and we've all learned much.
New55 is at a very critical stage of commercial infancy and could be discontinued if the motives and money cannot continue to be aligned. That requires continued product sales and the support of the community, which I personally thank the many for. I would not have gone into this if that was not the case, and as many of you know, kickstarter only supports about half of the cost to get going. The other half comes from substantial six figure cash amounts, huge chunks of unpaid volunteer time, and sales of stuff.
So buy the stuff, Use it. Show us what it can do. It has warts and the recent failure of the coatings (which cost over $100,000) really threatened to end the project. Yet, as of today, we coated again, by hand. We made some full boxes. We made new pods, we did a lot of things, just a lot more slowly.
And speaking of things to buy, the unexpected success of the Monobath Developer phenomenon has shown a lot of people how big the demand is for easy black and white processing. Something quick and easy that takes the same amount of time as instant PN is appealing. We've been experimenting in the background and have an even better formula that might reduce some of the shortcomings and make it even easier to use.
Rewards, when available, are shipped in the order of the pledge. There may be a few minor exceptions based on logistics and timing of available materials, and of course a supporter poll went out and some people elected to have their rewards changed, which may accelerate the shipment of some. If you haven't responded to that poll, and have a moment, it would be helpful if you would. But you don't have to - it's optional and was put up in response to supporter suggestions, and sent out to all kickstarter supporters. We get a lot of good suggestions and the poll was one.
About 11% of all film rewards have shipped, and the non film containing rewards will have shipped fairly soon. That is real progress. In the meantime we are going to try - within constraints of very limited available cash - continue to do what we said we would do - establish the means to produce instant 4x5 film into the future.