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It's named after a classic Kodak camera model from the 40's

http://camerapedia.wikia.com/wiki/Kodak_Ektra

They also have(had?) a line of slide projectors branded Ektapro, and a high-speed camera of the same name:

http://slideprojector.kodak.com/ektapro/kodak-ektapro-slide-...

http://www.electricstuff.co.uk/ektapro.html

How's it odd? It looks like they've already repurposed Ektar once before. Ektra sounds better (to me, anyway) and there's no chance that film purchasers will be confused.

Yes, Ektar used to be their lens brand.

Ran out of words that started with "Eastman Kodak" I guess.

Yeah, honestly it sounds like a misspelling.

I'd call it apt rather than odd.