I feel a lot of these companies (aging dinosaurs standing on their last leg) will start to aggressively jumping on the blockchain/ICO bandwagon in the coming months/years to help ensure their survival. One the plus side this will add legitimacy to the crypto space but on the other side of the coin a lot of these companies have outlived their usefulness and should probably be left to perish (some more then others, especially the ones that mistreated the publics trust/privacy/... over the years to get where they are).
That being said what Kodak is planning to do does make sense for a blockchain project, and they do fit into the niche for the most part so it will probably do quite well in the long run if I had to guess.
I personally won't be investing in it as I would rather invest is companies that are new/upcoming instead of putting in back into some of the same major corporations/banks that have ruled over us for decades already.
RE: Kodak is launching a cryptocurrency ICO - would you buy KodakCoin?