Is Rollei Analog Back?

credits: Rollei

Rollei Analog has resurfaced on Instagram after nearly four years of silence, teasing “big plans” and “new projects” that have sparked plenty of speculation in the film photography community. The post features a stark black-and-white zebra portrait with the words “We are back!” and Rollei’s familiar logo, followed by a short message thanking fans for sticking around and promising “plenty of analog inspiration” to come.

Of course, some skepticism remains. In March 2023, a fake “Rollei comeback” hoax circulated online, so many film photographers are approaching this teaser with caution. This time, though, the message comes directly from Rollei Analog’s official account, which is run by Hans O. Mahn GmbH & Co. KG. That company is responsible for Rollei-branded analog products, including black-and-white and colour film, darkroom paper, and chemistry and occasionally even single-use cameras.

Rollei itself has had a complicated history since its founding in 1920. The original camera manufacturer was sold multiple times over the decades, with Rollei Analog emerging as a separate branch focused on film products. In recent years, the company’s offerings have mainly consisted of repackaged emulsions from other manufacturers under the Rollei brand. Whether the new “projects” teased in this comeback are more of the same, or something entirely fresh, remains unclear. For now, Rollei is keeping things vague, but judging by the excited comments on its Instagram, plenty of photographers are ready to see what the company has planned.