Hong-Kong based company Reto has announced the EC35, a reloadable 35mm point-and-shoot film camera released under the Kodak brand. The device follows the Kodak Charmera in Reto’s ongoing collaboration with Kodak and represents the most direct connection between the two companies to date: the EC35 can be bundled with an actual roll of Kodak Ultramax 400 film — a product manufactured by Eastman Kodak rather than by Reto — rather than a generic third-party stock.

The camera’s specifications are deliberately minimal, consistent with the entry-level point-and-shoot format it occupies. The lens is a 25mm fixed-focus unit at f/10, paired with a fixed shutter speed of 1/100s — a combination that produces reasonably sharp results in daylight conditions on ISO 400 film, though the narrow aperture limits performance in lower light without the flash. An electronic flash is included, powered by a single AA alkaline battery that is not included with the camera, and film advance and rewind are both manual operations. The body is all-plastic, measures 119 × 65 × 41.5mm, and weighs 102 grams. An optical viewfinder is positioned above the lens, offering a simple window for framing without any additional information.

The visual feature Reto emphasizes most is the slide cover, a mechanism that snaps over both the lens and the viewfinder when the camera is not in use. The slide cover was a common design element on compact cameras during the film era and into the early digital period — a tactile feature that also served a practical protective function — but has become rare in contemporary products. Its reappearance here is the EC35’s primary point of differentiation from comparable cameras at the same price level, most of which use a simple lens cap or no protection at all. The camera is available in seven color variants: midnight black, vanilla white, butter yellow, lavender, powder blue, blush pink, and avocado green, a range broad enough to position the EC35 as a lifestyle accessory as much as a functional photographic tool.