Toronto. Those of you who grew up with or use film know that the faster the film the lower the contrast. My first venture in colour was with Kodachrome when it was ASA 10. Hence it produced inky black shadows and was usable only in good sunlight.
To beat Kodak, Ansco brought out an ASA 25 colour 16mm film touted as ‘low contrast’ – which it was compared to the Kodachrome of the day. It was shown off in this BLACK and WHITE advertisement in the April 1962 issue of American Cinematographer (colour magazine ads were possible at the time but very expensive).
Thanks again to our good friend and fellow PHSC member, George Dunbar, for sourcing and sharing this ad with us. At the time 35mm Ansco transparency colour film was ASA 32.