controlling the market

LIFE ad for new Kodak Pocket Instamatic film, projector, and cameras

Toronto. For decades Kodak controlled the film market by creating new film sizes and the cameras to use them. Heavy advertising prompted the ill informed public to buy the latest Kodak camera and use Kodak film.  An example is this May 5th, 1972 ad for the new Kodak ‘Pocket’ line of Instamatic cameras.

The popularity of subminiature cameras with their specialized films and the ever increasing film resolution (and cost of ingredients?) led Kodak to promote a new smaller Instamatic film size and associated cameras and projector. While resolution was still poor, small prints so common with cameras of the day would look fine to the target population.

When the 1972 Pocket stuff appeared on the horizon, colour and flash capability was the norm not the exception so every camera had a magicube flash socket and used the special smaller Instamatic Kodak color film. Even a slide projector was offered so customers could buy a slide projector for colour transparencies snapped with the new Pocket camera.

Thanks to good friend and fellow PHSC member, George Dunbar, for sharing this May 5, 1972 LIFE advertisement (pp13-16) and its bit of history with us. All back in the time when Kodak and film ruled the day.

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