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Brad Krutchen of Kodak on his new division and impressions of Graph Expo

Published on October 10, 2012

Kodak President of Graphics, Entertainment, and Commercial Film talks to Pat Henry about his relatively new division and gets his impressions of Graph Expo 2012.

Pat Henry: This is Pat Henry, WhatTheyThink opening day Graph Expo 2012 and with us today is Brad Krutchen. Brad is president of Kodak’s Division of Graphics, Entertainment and Commercial Film. Brad, thanks for being with us today.

Brad Krutchen: You’re welcome. Glad to be here.

Pat Henry: Brad, your division is relatively new and perhaps you could explain to us how it’s constituted and tell us what synergies there would be amongst the three constituent parts.

Brad Krutchen: Great. Happy to. Well as you said, graphics, entertainment, commercial films - at the surface some people may question why it’s together. It’s brought together for two different reasons. One we are doing the same thing for each of the customers and that’s enabling people’s content. So whether we’re in graphics and we’re helping people with their content and helping the distribution and having it more accessible or it’s in the entertainment business and, in fact, we do the exact same thing. We take movie studio’s content and we create the print film which then is sent out to all the theaters. So we’re enabling the content for theater. So we’re all about providing worldwide access to people’s content. And so that’s kind of the key piece and we do the same thing in the commercial film segment. And so it’s really one that we’re focused on content. So that’s one reason why we’ve been brought together is that content focus. The second reason is it’s all about consumables and so whether we’re gonna be making film, whether we’re making printed circuit board films, whether we’re gonna be making plates, it is a – the quality, consistency and worldwide manufacturing of a consumables material so I mean you’re coating. So it’s a coating capability and we have a clear strength in Kodak around material deposition and coating. And so that’s really what my organization does so we have a market focus which is consistent and then we have a manufacturing focus which is consistent.

Pat Henry: Kodak certainly is no newcomer to the Graph Expo shows. You’ve been a mainstay of these shows forever just about. A different show this year. Somewhat smaller. Many events co-located with it that hadn’t previous to this been co-located with it. Interesting you talked about an emphasis on content. I think at the graphic arts show companies also emphasizing content at this Graph Expo. Question is given the change that the show has experienced how has it changed its usefulness to Kodak as a marketing vehicle?

Brad Krutchen: Well what it has done with this smaller size our ability now to spend more time with key customers building the relationships and certainly as Kodak goes through its transformation having the amount of time that we can spend to tell our story. Before when there was a mass group flowing through they’d pick up a brochure and that was it. I think what’s important for us now is to be able to tell our story and taking the time – spending time with customers and walking through the investments we’re making, how we’re going to be continuing to grow this business and how this now has become the center of what Kodak is for the future. And so the smaller show actually helps, I think, in being able to spend more time and communicate our message.

Pat Henry: I see and, well, smaller show but probably has not diminished the amount of technology that you brought. What are the high points? What are some of the things we could…

Brad Krutchen: So across the board we’re really looking at how we can show this investment for content. So with the stream technology which is the high end digital printing capabilities we have to our brand new Sonora plates which we’re introducing which is now process free really a huge leap in sustainable print. And everybody talks about sustainable print and for the first time now we can show for long run inks that we can have process free and really environmentally conscious printing that happens. So we’re excited about our digital as well as we’re excited about the plates business for us.

Pat Henry: Well Brad we’ll make a point of stopping down and hope that all show goers will as well and thanks for letting us know.

Brad Krutchen: Fine. Thank you.

Pat Henry: Pat Henry, WhatTheyThink. Thanks for watching.

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