Kodak's Disc

Instamatic encore

The country may have gone camera crazy, all decked out in snouty lenses, fancy light meters and the designer bags needed to pack the paraphernalia. But amateur photographers using amateur equipment still get all too many amateur results. Underexposed or blurry pictures, for example, that never show up in those happy photo-equipment advertisements.

Last week Eastman Kodak Co., the world's largest supplier of photographic equipment to the multibillion dollar amateur market, took a giant step toward the elimination of misbegotten pictures. The company's solution is a compact new camera called Disc. Said Modern Photography Contributing Editor David Eisendrath after trying the photo mite: "It is virtually idiot proof."

The Disc is the most important innovation from Kodak since the Instamatic cartridge cameras of almost 20 years ago that caused a huge jump in the number of pictures taken by the average snap-shooter. Convinced that it has something to shout about, the company will push a $100 million ad blitz aimed at hitting 95% of the U.S. adult population at least 18 times by next Christmas.

Slightly larger than a cigarette case, the new camera does everything but process film. It performs a split-second analysis of distance and brightness, sets the proper exposure, activates a flash if needed and advances the film while the flash recharges. The focal length is so short --12.5 mm -- that everything from 4 ft. to infinity is in focus at all times, eliminating any need for a lens that turns and focuses. Two of the three new models can snap objects only 18 in. away.

Much technological wizardry went into the Disc. Unlike other consumer-oriented cameras that use optically undistinguished lenses, the Disc lens is made of four glass elements that Kodak claims are "close to theoretical perfection." The camera's electronics and flash systems are powered by a new lithium battery that lasts for 2,000 exposures, easily the life of the camera. Most revolutionary of all is the revolving film pack. The new cameras use a thin, 2 1/2-in. -diameter plastic disc that is priced at $3.19. The disc slips into the camera's hatched back and is turned by a motor for each of its 15 exposures.

Wall Street analysts say that the new Disc system could have the same ballooning effect on film sales for Kodak as did the Instamatic. There will be competitors, but not for quite a while, say the experts, because the camera's complexity and the intricacy of its lens make it difficult to manufacture. The Disc should come in handy, too, in Kodak's battle against such alternative picture-taking methods as video cameras and Sony's filmless electronic-imaging technology. Though Kodak has no production plans now, the Disc can easily be adapted to show, say, slides over a television set.

Will the camera click with buyers? There was some initial grumbling over prices: the three models range from $68 up to $143 for one with a digital alarm clock (for travel) and a self-timer. Even with expected discounting down to $50 for the cheapest model, the Disc will cost about the same as Polaroid's comparable (and self-developing) Sun camera. But Kodak is betting that the improved results will be worth the price. Walter Fallon, Kodak's chairman, claims that the Disc should increase the number of high-quality pictures taken by amateurs by 25%. Agrees John Durniak, picture editor of the New York Times: "From now on it will be very difficult not to take good pictures." Of course, the Disc still cannot stop Uncle Shep from yawning just when Aunt Sue presses the button.

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