• by Wayne Friedman , Staff Writer, March 1, 2010

Jeff Hayzlett, chief marketing officer and vp of Eastman Kodak Company, asked a group advertising executives assembled before his presentation who bought a roll film in the last year.

Two hands went up.

Then he asked how many people have digital cameras on their phone. Perhaps 500 to 600 hands went up. “That the business we are in,” he says, who notes the company has shrunk significantly from being a multi-billion sales company because of digital camera technology.

Kodak has been looking to reinvent itself, to invent the “Kodak Moment” â€" still an important part of its core marketing. Kodak has come up with products such a camera, Slice, that can hold 5,000 HD quality pictures. It has also invented a new eyeCamera, which uses a wink and shoot shutter.

Hayzlett then offered up a new campaign with a tag line: “It’s time for Kodak. It’s time to smile.”

He says Kodak is no different than Facebook, Twitter, or Flickr in many regards. “We are about driving emotion.”