Welcome to The Film Roll, a brand new website and emerging community dedicated solely to keeping the flame of film photography burning bright! We’re an authorized dealer for your favorite go-to films, as well as the lesser known and “experimental” films that make film photography a continuous adventure into new and surprising aesthetics. 

Launched in February 2024, The Film Roll itself may be new, but our commitment to film and community runs deep. Looking Glass Photographic Arts, a San Francisco Bay Area institution since 1971, is the proud owner and operator of The Film Roll. For over five decades, we've been a steadfast champion of film photography, refusing to waver even when digital took center stage. We kept our film shelves stocked, our darkrooms humming, and our prices fair—even when film supplies dwindled. We bring expertise and dedication to every roll we sell, and help ensure that every photographer has access to the tools and resources they need to bring their vision to life.

So Why The Film Roll?

  • The Joy of Film: We know there's nothing quite like the experience of shooting with film. It's slow, deliberate, and bursting with creative potential. Building this online haven for film photography is a true labor of love for us.
  • A Simpler, More Ethical Space: A resource for film enthusiasts of all levels, from seasoned veterans to curious newcomers. We prioritize quality over quantity and champion eco sustainability. With every purchase you make, you’re not just supporting a business—you’re helping to preserve the planet we all call home.
  • Beyond Big Box: Forget faceless corporations and transactional interactions. We believe in fostering a close-knit community, one that celebrates film photography and its practitioners. No ethical calamity here.
  • Showcasing Your Work: Every photographer has a story to tell and we’re committed to showcasing the incredible work of our community. Through photographer features and curated galleries, we’re building a space where creativity thrives and the magic of film endures.

Ready to join us on this exciting journey? We believe that together, we can unlock the full potential of The Film Roll and create a vibrant hub for film photography enthusiasts everywhere. Let's keep the magic of film alive and well for generations to come.

Behind the Scenes

Jen Waicukauski

Pinhole Photography Enthusiast and film photographer since she built her first camera and began using the darkroom at the young yet wise age of eight years old. Owner & operator of Looking Glass.

Jon Freel

First laid hands on a point & shoot Kodak film camera at seven years of age, thanks to his Dad's love of road trips to picturesque locations. Currently rekinding that childhood magic thanks to Jen and her undying love of the craft.