Since 1997, Kodak’s amateur black-and-white film use has increased dramatically, with a compounded annual growth rate of 37 percent over the last three years. This growth is largely due to the ability of black-and-white photography to accentuate what is important in the picture depth and emotion. The rich representation of emotional detail through the stark contrasts of black-and-white photography creates a timeless, classic image.
According to Kodak research, two-thirds of consumers surveyed indicated that using black-and-white film would encourage them to take pictures they otherwise would not have taken. Now, consumers can take advantage of these untapped opportunities, while still enjoying the ease and convenience of the ever-popular one-time-use camera. The Photo Marketing Association reports one-time-use cameras were the fastest growing film camera category in 2002.
“Whether you’re capturing a bride and groom on their summer wedding day or snapping pictures during the family vacation, black-and-white pictures allow consumers to enjoy photography in a very unique way,” said Glenn Patcha, Vice President of Marketing, Consumer Imaging, Kodak. “With this innovation, Kodak is expanding the benefits of film to make it easy for consumers to experience the power of black-and-white photography, which tends to illustrate emotion more intensely than color photography.”
The Kodak Black & White one-time-use camera features 400-speed film and an Ektanar lens for sharp, well-focused pictures. The camera is available in retailers nationwide for $7.99 to $9.99.
Promotional Support for Kodak Black & White Cameras
Kodak is supporting the new black-and-white one-time-use camera launch with advertising and promotions tied to the summer blockbuster movie, “Seabiscuit,” which opened July 25th. In July, Kodak launched a 30-second promotional television spot to sponsor the movie release. In Regal Cinemas this month, fans will receive Kodak Black & White camera coupons, and they’ll see a 3in-theater vignette to convey the benefits and features of black-and-white photography.
“The movie ‘Seabiscuit’ is an emotional powerhouse it’s a great cinematic example of a true black-and-white classic. In fact, most of the original 1930s footage and still images for ‘Seabiscuit’ was shot on black-and-white film from Kodak, and the modern-day movie was shot with Kodak motion picture film,” said Patcha. “We’re excited about this partnership and look forward to leveraging the power of ‘Seabiscuit’ to let consumers know that any picture can be a classic with black-and-white photography.”