New Line of Cameras, Film Built Around Unique Disc Amateur picture-taking takes a substantial leap forward in automation and improved results with Kodak's worldwide announcement today of a new line of compact cameras built around a unique rotating disc of film. Kodak Chairman Walter Fallon said the new cameras and film combine to produce a new system for decision-free photography. "They will enable users to take good pictures virtually anywhere," he said. At the touch of a button the new Kodak disc cameras, by means of two integrated electronic circuits, will analyze the scene, set the proper exposure, activate the built-in flash if necessary, take the picture, advance the film to the next frame and recharge the flash, all in a split second's time. Fallon said, "the yield of good to excellent pictures routinely produced by consumers is expected to increase by 25 percent" when disc cameras and film are used. The three new Kodak disc cameras are powered by new lithium cells that contain more energy than most users will need for years of camera use. Combined with an electronic brain, the Ultralife energy source provides 1V 3-second electronic flash recycling, automatic film advance and automatic exposure control. "This means," Fallon said, "that users can take pictures practically as fast as they can press the shutter release ... indoors or out. And they'll find themselves getting more good pictures in previously marginal or difficult picture-taking situations." NEW PRODUCTS-Kodak's new disc cameras and film. A key to the new system is the development of Kodacolor HR disc reduce camera shake that results in The Kodak disc 4000 camera outfit, camera and only fits one way. film for use in the extremely small blurry pictures to less than two which lists for $67.95, features a slide Film frame numbers are visible (approximately 8 x 10 mm) format percent, and cut the number of blank which covers the lens and viewfinder. through the camera back, as is the the system requires to provide frames and flash failures to less than The Kodak disc 6000 camera outfit, film type. An individual film maximum user benefits. To permit a fraction of one percent." with a list price of $89.95, offers a identification number makes it the smaller size, the 200 !SO-speed Fallon described the new cameras capability for pictures at subject extremely convenient for customers to film has lower granularity and more as "pocket-size, precision distances as close as 18 inches order extra prints and enlargements. sharpness than current 100-speed instruments" that are truly (0.5 m). It also has a cover/handle It also helps photofinishers match Kodacolor II film . decision-free and always ready to take which protects the lens and viewfinder prints with processed disc negatives. With the small format came the a picture. when the camera is not in use and Kodak and other photofinishers can design of a short focal-length lens that He said the new system is the serves as a handle for picture-taking. provide a combination of information, combines a fast speed (f/2.8) and the biggest innovation in amateur The Kodak disc 8000 camera outfit, including frame number and date, on depth of field needed for most photography since easy-load Kodak listing for $142.95, includes all the the back of each print. In addition to picture-taking situations with Instamatic cameras were introduced features of the 6000 camera plus a receiving the same 3R-size prints fixed-focus cameras. The lens, which 19 years ago and a substantial leap self-timer, a rapid-sequence film customers now get from 110-size is near the theoretical limits of forward in giving the user consistently advance, a digital alarm clock, and a negatives, enlargements measuring perfection, contains four glass better pictures under conditions where gold-anodized appearance. 5 x 7 or 8 x 10-inches will be possible. elements. The format also permitted in the past picture-taking A disc of film, containing All three cameras and the Ultralife the design of cameras that fit easily disappointments have been liable to 15 exposures, will list for $3.19. energy source carry five-year into a shirt pocket. occur. Nearly Perfect Lens warranties from Kodak. The new The company also announced an The new Ultralite energy source, he cameras will first be available in the "Our selection of the disc format extensive line of photofinishing said, will power camera and U.S. , Canada, Puerto Rico, Japan and followed the development of a unique equipment to handle the new disc electronic flash for more than 2,000 Panama. Worldwide availability is and nearly perfect lens," Fallon said. film . The line ranges from fully exposures with normal usage. The expected before the end of the year. "The lens and an advanced Kodacolor automated high-output equipment for flash automatically turns on and off, Commenting on prices, Fallon said emulsion of very high resolution led high-volume labs to smaller, manually as needed. that while the company suggests list operated equipment to meet the needs us to develop ways of maintaining sharpness throughout the prices for its merchandise, the dealer of the smallest lab. Basic Features determines the actual selling price. The three cameras all have the same system-from camera to photo finishing to the final customer print." Fallon said the disc photography Electronically Sophisticated basic features: a six-volt lithium system from Kodak will make Fallon said the new cameras, power source; four-element, 12.5 mm, When Kodak disc cameras­ millions of people better available in the U.S. this May, are the f/2.8 glass lens; an automatic built-in measuring little more than %-inch photographers than they could have most electronically sophisticated in electronic flash with a flash range (20 mm) in thickness-are loaded with been before. "It's truly a technology the company's history. Combined with from 4 to 18 feet (1.2 to 5.5 m); Kodacolor HR disc film, all the user for the '80s. That these cameras the new film, they can produce a automatic film advance; 1VJ-second has to do is aim and press the button. combine extremely advanced features ·higher percentage of good to excellent flash recycling time, and auto There are no decisions to make, no and capability at an affordable price pictures over a dramatically wider exposure control which selects the . settings, switching or waiting. is a tribute to Kodak's constant range of picture-taking conditions. correct shutter speed and aperture. Kodacolor HR disc film is packaged efforts to increase productivity, "Kodak disc cameras and The fixed-focus lens provides sharp in a light-tight disc. Each 15-picture simplify manufacturing, and still Kodacolor HR disc film should reduce pictures from 4 feet (1.2 m) to disc is slim and flat for ease of advance the state of the art." the chance of underexposure by half, infinity. carrying. The Kodak disc drops in the KDdakely OEastman Kodak Company 1982 I An Equal Opportunity Employer I VoL 40 No. 5 1 Thousands of Kodakers Bring Idea to Reality "I did not know then-in fact, I do not "In the past, these equations had know now after years of been dealt with separately," Tom experiments-just how simple explained. "What I did was take the photography can be made." two and combine them. When this is George Eastman, 1920 done, you can see in a quantitative sense what changing the different Kodak founder George Eastman built parameters will do." his company around the idea that From Tom's work it became clear photography should be easy for that a short focal length was the key everyone and, over the years, that to making this new system work. A philosophy has remained as a driving short-focal-length lens allows camera force for researchers, scientists and designers to increase depth of field or engineers who have designed and to increase light-gathering capability, developed new cameras and film . This thereby increasing the number of idea, coupled with the desire to situations in which photographers can increase the capabilities and get good pictures. performance of the photographic "As the program began taking components, has been a century-long shape, management and coordination challenge for Kodak men and women became a key concern," said Jim the world over. Dierks, KP Photographic Technology, And now, simplicity and versatility the corporate project coordinator. Jim have been brought together as never headed up a multi-disciplinary team before in the new Kodak disc camera that had been formed a couple of system that is being announced today. years earlier to study the feasibility of With the introduction of these the new format. Once Tom's work products, Kodak crosses the threshold established the feasibility, the team's into a new era in photography. DELICATE WORK-George D'Ambrosia, KAD Electrical Engineering, uses a special computer design system to design an integrated circuit for use in the new products. activities shifted to development and At no time in the company's history implementation. have the talents, skills and resources "We started with a project of so many Kodak people been "We started with the idea that a "We had a lot of human factors person would like a camera that is no information and knew that customers management matrix," he said. "In brought to bear on a single project. essence, we pretended this ·system Thousands of Kodak men and women bigger than a man's wallet." get bad pictures because of user error As the program grew, responsibility and because scene conditions don't was the sole product of a new have played a part in turning this independent organization.