DAY 362

HISTORY OF PHOTOGRAPHY

Kodak Goes Digital

COLOR FILM FOR SALE—CHEAP!

After years of declining sales, in 2004 industry giant Kodak announced that they were dramatically reducing their line of 35mm products in response to the rise of digital technology. The company ceased production of the APS (Advanced Photo System) line of 35mm cameras that they introduced in 1996. While, they also announced plans to stop distributing reloadable 35mm cameras to the United States, Canada, and Western Europe (though the popular 35mm disposable cameras would stay on the market), they did not completely abandon the 35mm format. In fact, they decided to increase production of film and cameras for emerging markets in China, India, Eastern Europe, and Latin America where sales were actually growing by double digits at the time of the announcement.

In 2009, the company did the once unthinkable, and retired Kodachrome, the world’s first commercially successful color film and a staple of their business for 74 years (see page 159). After developing a reputation as the film of choice for top photojournalists, peaking in overall sales and popularity during the 1950s and ’60s, but in the early 21st century, it represented less than 1 percent of the company’s total sales of still-picture films. The message was clear: Digital rules, at least until the next technology rolls around. —DJG