Fuji Photo Film unveils format for easy, foolproof pictures

February 5, 1996 by Strategy Staff

Some of the biggest names in photography have launched what they are claiming is the biggest revolution in consumer photography in years.

Called the Advanced Photo System (aps), it combines a new film and camera format to make the entire photographic process convenient and foolproof.

Kodak, Canon, Fuji Photo Film, Minolta Camera and Nikon developed the format over four years.

Paul Greenwood, Fuji’s vice-president and general manager, sales and marketing, says pricing and marketing strategies for the new format will not be released yet, nor have advertising plans been confirmed.

That company’s version of the system will roll out across Canada April 22.

Greenwood says Fuji has the option of tv, radio, print or outdoor advertising and is waiting for its Toronto agency, Doner Schur Peppler, to advise it.

He says, last Christmas, Fuji did eight weeks of tv advertising that was successful, and has also done a lot of outdoor as well.

Brian Bolshin, group management supervisor at Doner Schur, cannot disclose Fuji’s ad plans since he points out the new format has not even been introduced to the photographic trade.

That will come at the Photo Marketing Association’s trade show in Las Vegas Feb. 22.

Greenwood says there are five models of Fotonex brand cameras in the aps line, from an entry level model costing less than $100 to a top of the line camera in the $300 range.

He says film for the format will be comparable to the cost of 35-millimetre now.

Bolshin calls the Advanced Photo System ‘the next generation of photographic automation,’

The Fuji cameras are branded Fotonex and their film, in 15, 25 or 40 exposures, Nexia.

Bolshin says the new system is so simple to use it is entirely foolproof for those who want to take family snaps, and highly sophisticated for the serious amateur photographer.

For example, he says a cartridge of the new film can be dropped off at a photofinisher’s for a set of prints, or loaded into a computer for digital manipulation or downloading to another computer.

Nexia films and 35-mm. films are not interchangeable.

Bolshin says it is not Fuji’s intention to have the Advanced Photo System replace 35-mm. cameras and film.

Only Fuji makes the entire product line from cameras, film, paper and chemicals to digital imaging and complete mini-labs.

Kodak Canada chose Advantix as the brand name for its new line of aps products.

Kodak has begun the worldwide launch of aps and Advantix through a global marketing effort that includes the largest tv and print advertising campaign in company history.

A campaign with creative from J. Walter Thompson USA is under way using the theme, ‘Take Pictures. Further.’

The target date for Kodak Advantix aps cameras and film to be in Canadian stores is also April 22.

Kodak concurs that aps is not meant to replace existing photographic formats but to provide an alternative for those who want to eliminate human error in picture-taking.

One of its benefits is the ability, without changing film or cameras, to choose from one of three formats for each film frame: classic, group or panoramic.

At the moment, 50 other photographic firms have been licensed as either camera/film providers, photo finishers or both.

All five system developing companies have agreed on common logo for all Advanced Photo System products.

With files from Patti Summerfield.