KODAK HAS NEW FILM AND CAMERAS
By Adnews Staff
U.S.-based Eastman Kodak says that this spring it will launch the biggest ad campaign it has ever done, to promote its new Advantix line of film and cameras. They are being launched around the world in April. The products are part of the Advanced Photo System jointly developed by Fuji Photo Film, Canon, Nikon and Minolta. The system also includes phototfinishing services and equipment. The estimated $100-million(US) Kodak campaign will use TV and print advertising, as well as point-of-purchase materials. The TV commercials feature the theme "Take Pictures. Further"; they show how Advantix will let people do more with their pictures, highlighting different features of the system. The print ads will show the products in greater detail. The international campaign is being run by J. Walter Thompson of New York. In Canada, Young & Rubicam of Toronto is handling the media buy and will localize the ads if needed. Japanese-based Fuji will sell cameras under the name Fotonex, and film called Nexia. It has started running teaser print ads, with a full campaign to come in April. In Canada advertising is handled by Doner Schur Peppler of Toronto.
There are three films in the Kodak Advantix line. They feature drop-in loading and let users remove and re-load partially exposed film cassettes. People can choose one of three print formats while shooting. The photographer slides a switch that sends information about the desired print size to the magnetic coating on the film, which is later read in processing. The film and cameras are smaller than their 35mm counterparts. The nine cameras in the line can each fit into a shirt pocket. They range from a single-use model to a camera with a 4X zoom lense. Processing includes a contact sheet for each roll of film, marked with the date and identification numbers for each picture and film cassette. Kodak will also introduce new frames, albums and a storage and indexing system.