Building a photographic system around the user
A Kodak case study

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Page 4: New products

Kodak 2 Image 4At the heart of the Advanced Photo System is the most intelligent film cassette ever designed. The new film format is smaller than 35mm and is contained within a sealed cassette, thus eliminating the need to handle film ever again. A thin, invisible magnetic coating on the film records and communicates crucial information such as lighting conditions, speed of exposure, date, time and even the location of each shot. This Information Exchange (IX) between cameras, film and ultimately the processor, guarantees a higher proportion of better pictures, more of the time. Using Kodak-developed “thrust engine” technology, the new cassette functions as a small machine, capable of advancing and retracting the film it contains.

This innovative design makes possible a number of exciting, consumer-friendly features.

  • Drop-in Film Loading Research had shown that previously 5% of all films were ruined because of incorrect loading. The new drop-in benefit boosts consumer confidence in picture-taking by eliminating the risk of loading film. This virtually eliminates double exposure and fogged rolls.
  • Mid-roll Change This allows the user to easily change film in the middle of a roll (with more sophisticated camera models).
  • Film Safe A Film Safe holds and protects processed negatives returned from the photofinisher so they are not exposed to dust or scratching.
  • Film Status Indicator This feature tells the user at a glance whether the roll is unexposed, partially exposed, fully exposed or processed.
  • Environmentally Acceptable Cassettes are maintained as Film Safes rather than disposed of and are made completely from recyclable plastic.
  • Better Overall Picture Quality Exposure information stored on the coating is used by the photofinisher to “custom print” each frame, thereby optimising print quality.
  • Greater Print Yield Information Exchange improves the picture quality, especially with flash pictures and backlit scenes.
  • A Choice of Print Formats The consumer is able to choose from a variety of print formats.
  • More to Come In the future, magnetics will give consumers exciting new ways to enjoy their pictures, such as adding more text to photos or even recording sound.

The cameras - focused on consumer requirements

Like the rest of the system, the new KODAK ADVANTIX cameras were designed to take the hassle and guesswork out of photography. The range of cameras offer differing levels of sophistication and pricing structures. Each one offers these basic Advanced Photo System features:
i. More Compact, More Portable Design The cameras are 15-20% smaller than comparable 35mm cameras. Cameras feature sleek, curved styling with built-in grips that make them comfortable to
handle and use. They fit easily into a pocket or handbag ensuring that the camera is always at hand to capture that special moment.
ii. Drop-In Film Loading As described earlier, a simple trouble-free system which assures the user that the film is advancing properly.
iii. In-Camera Picture Formatting The user is able to adjust the setting on the camera to select one of three print formats:

  • Classic (“C”) - similar to today’s 35mm prints.
  • Group (“H”) - for slightly wider group shots.
  • Panoramic (“P”) - for panoramic scenes and tall, narrow and long subjects.

All KODAK ADVANTIX cameras feature large, clear, easy-to-locate viewfinders. They eliminate the framing and target lines that often confuse photographers and, instead, provide distinct borders that frame the scene to appear in the print.

Kodak has developed exceptional glass lenses for all KODAK ADVANTIX cameras. They all feature SENSALITE™ flash technology, which automatically determines when flash is needed. In some cameras, the flash is built into the camera body, along with a separate red-eye reduction lamp. Other cameras feature Kodak’s patented “cobra” flip-up flash, which distances the flash from the lens to reduce red-eye automatically.

Kodak | Building a photographic system around the user
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