Eastman was one of the first people to understand that the number of people who wanted to take pictures was potentially much larger than the number of those who were interested in developing their own film. He realized that if he was the first person to patent a complete and simple camera "system" that anyone could use, he would have that market all to himself.
In 1888, Eastman patented what he described as a "little roll holder breast camera," so called because the user held it against their chest to take a picture. But what would he call it? He wanted the name of his camera to begin and end with the letter K—he thought it a "strong and incisive" letter—and to be easy to pronounce in any language. He made up a word:
Kodak.
CLICK
Just as Eastman intended, his camera was easy to use: The photographer simply pulled a string to set the shutter, pointed the camera at the subject, pushed a button to take the picture, then turned a key to advance the film. The user did not even have to focus: the lens was designed so that anything more than six feet away was always in focus. Price: $25 — a lot of money in those days, but half what Eastman had paid for his first camera equipment 11 years earlier.
However, the most important selling point of this new system was that Eastman offered to develop and print all of the pictures taken with Kodak cameras—something no camera maker had ever offered before. He sold the Kodaks loaded with enough film for 100 pictures, and when these were used up the owner could, for $10, mail the entire camera back to Rochester. The company would remove the film, process and print the pictures, and return them to the owner along with the camera, freshly loaded with enough film for 100 more pictures.
"You press the button," the company's slogan went, "We do the rest."
PICTURE PERFECT
The Kodak camera went on sale in June 1888. It was followed by an improved model, the Kodak No. 2, in 1889. By
September of that year, Eastman had sold more than 5,000 cameras in the U.S. and was developing an average of 7,000 photographs a day.
Eastman quickly came to understand that the real money in the photography business was not in selling cameras — each customer needed only one — it was in selling and processing film. This gave him an incentive to lower the cost of his cameras, so that more people could afford to buy the film. In 1895 he introduced a Pocket Kodak camera, which at $5 was
Kodak's first truly affordable camera. Then in 1900 he introduced the Brownie, which sold for $1. Eastman sold more than 100,000 Brownies in the first year.
KODAK MOMENTS
Most photographers had approached photography as an art form, but Eastman worried that if his customers did the same thing, they might get bored with their new hobby and find something else to do. He believed that if he could convince the public to use their cameras to document birthdays, summer vacations, and other special moments of their lives—once a family purchased a camera they would never go without one again.
Accordingly, Kodak's advertisements featured parents photographing their children, and children photographing each other. The Kodak Girl, one of the most popular advertising icons of the early 20th century, was shown taking her camera everywhere: to the mountains and the beach, on yachts, and on bicycle rides in the country.
"Don't let another weekend slip by without a Kodak," the magazine ads cooed. "Take a Kodak with you." And millions of people did.
PATENTS PENDING
Eastman believed that the best way to stay ahead of the competition was to constantly improve his products, and to protect his improvements with patents, which would guarantee sole ownership of those markets. In 1886 he became one of the first American businessperson to hire a full-time research scientist, Henry Reichenbach.
One of Reichenbach's first triumphs was a roll film that used a solution of guncotton or nitrocellulose—the same substance that served as the basis for the collodion process—as a base, instead of paper. The first rolls went on sale in August 1889; when it did, film as we know it was born and the word snapshot entered the language.
BROUGHT TO YOU BY THE LETTER K
True to form, Eastman patented the chemistry and every step of the manufacturing process so that Kodak would have the roll film market all to itself. Then, when the profits started rolling in, he used the money for more research and more patents — so that the company would continue to dominate the industry it had played such a huge part in creating.
In 1891 Kodak marketed its first "daylight-loading" camera, which allowed the user to reload film into a camera without a darkroom. In 1896, just a year after the discovery of X-rays, Eastman began manufacturing plates and paper for X-ray photographs; that same year, Kodak began selling the first motion picture film. Film for "talkies"—motion pictures with sound—followed in 1929.
These advancements continued long after Eastman's death in 1932. In 1936 Kodak brought Kodachrome Film to market, the world's first amateur color slide film; they introduced color print film in 1942. Instamatic cameras, which used easy-to-load film cartridges instead of rolls, came out in 1963; the company sold more than 50 million Instamatics in the next seven years alone. Super-8 home movie cameras hit the market in 1965, and Kodak dominated that market too.
KING OF THE HILL
Decades of continuous innovation have turned Kodak into a household word, synonymous with photography itself. When astronaut John Glenn became the first American to orbit Earth in 1962, a Kodak camera in the space capsule recorded the event. When Neil Armstrong walked on the moon seven years later, he had a Kodak with him.
Eastman accomplished what he had set out to accomplish—he brought photography to the masses. Now, with the advent of digital technology, film photography may soon disappear, like the disposable cameras Kodak makes today. But that doesn't take away from the miracle of what the pioneers of photography achieved—capturing actual images from the air and preserving them for all time, an amazing feat that once seemed as impossible as catching lightning in a bottle.