KODAK Yasmine Amish
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George Eastman
He was a high school dropout, judged “not especially gifted� when measured against the academic standards of the day. He was poor, but even as a young man, he took it upon himself to support his widowed mother and two sisters, one of whom was severely handicapped. He began his business career as a 14-year old office boy in an insurance company and followed that with work as a clerk in a local bank. He was George Eastman, and his ability to overcome financial adversity, his gift for organization and management, and his lively and inventive mind made him a successful entrepreneur by his mid-twenties, and enabled him to direct his Eastman Kodak Company to the forefront of American industry.
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Eastman began commercial production of dry plates in a rented loft of a building in Rochester, N.Y. produce photographic dry plates.
Eastman invented an emulsion-coating machine which enabled him to mass-produce photographic dry plates.
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The low-priced BROWNIE 8 mm Movie Camera was introduced.
KODACHROME Film was introduced and became the first commercially successful amateur color film.
Motion pictures in color became a reality for amateur cinematographers with the introduction of 16 mm KODACOLOR Film.
Kodak employment throughout the world passed the 20,000 mark.
KODAK Non-Curling Film was introduced, which remained the standard for amateur photography for nearly 30 years.
financial reach of virtually everyone
The first of the famous BROWNIE Cameras was introduced. It sold for $1 and used film that sold for 15 cents a roll. For the first time, the hobby of photography was within the
Kodak established a wholly-owned subsidiary in France, expanding a branch office which had been opened in 1891.
The Pocket KODAK Camera was announced. It used roll film and incorporated a small window through which positioning numbers for exposures could be read.
The company became Eastman Kodak Company of New York.
The name “Kodak” was born and the KODAK camera was placed on the market, with the slogan, “You press the button - we do the rest.” This was the birth of snapshot photography, as millions of amateur picture-takers know it today.
George Eastman became one of the first American industrialists to employ a full-time research scientist to aid in the commercialization of a flexible, transparent film base.
EASTMAN American Film was introduced - the first transparent photographic “film” as we know it today. The company opened a wholesale office in London, England.
In January, Eastman and Henry A. Strong (a family friend and buggy-whip manufacturer) formed a partnership known as the Eastman Dry Plate Company. In September, Eastman quit his job as a bank clerk to devote his full time to the business.
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Milestones- chronology
The KODAK BROWNIE STARMATIC Cameras were introduced. These cameras eventually included seven models, and more than 10 million were sold over the next five years.
introduced its first camera featuring the company’s innovative CMOS image sensor technology. The KODAK EASYSHARE C513 Digital Camera.
Kodak introduced new offerings for the graphics industry, including the KODAK Enterprise Management Solution (EMS)
As part of an effort to extend use of Kodak’s commercial inkjet technology through partnerships, Timsons Printing Machinery developed the TIMSON T-Press. Powered by KODAK
Kodak entered Chapter 11 reorganization and embarked on a series of changes that will focus the future company on commercial markets.
KODAK Picture Kiosks were enhanced to allow users to access – and easily make prints or photo products from – the increasing number of images stored on social sites like
Kodak introduced its first waterproof digital still camera, the KODAK EASYSHARE SPORT Camera.
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The KODAK i80 Scanner, able to digitize paper documents 40 percent faster than previous models, was introduced.
Kodak announced a new worldwide advertising campaign, “Share Moments. Share Life.”
Kodak sold its digital printer, copier/duplicator, and roller assembly operations to Heidelberger Druckmaschinen AG.
The Advanced Photo System format was introduced. Features included drop-in film cartridge loading, mid-roll change enabling the film to be removed before being completely exposed, and three different picture formats (Classic, Group, and Panoramic).
Kodak celebrated the 100th anniversary of motion pictures by introducing EASTMAN EXR Color Negative Films.
Kodak entered the video market with the KODAVISION Series 2000 8 mm video system and introduced KODAK Videotape Cassettes in 8 mm, Beta, and VHS formats.
Company sales surpassed the $10 billion mark.
Kodak invented the world’s first digital camera.
The line of KODAK INSTAMATIC Cameras was introduced, featuring easy-to-use cartridge-loading film, which eventually brought amateur photography to new heights of popularity.
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Milestones- chronology
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KO DAK CAM ERA 8
Through the early twentieth century, Kodak produced an increasingly large range of cameras, in an increasing range of film formats - becoming the dominant supplier of both cameras and film. In 1884 Eastman and Strong transformed their partnership to a corporation for photography. The first step towards that goal was the “Kodak� camera he introduced in 1888 which had a built-in 100-exposure paper roll film costing $25, a huge amount. The box camera had to be sent back to the factory once all the exposures had been used. The customers got their cameras back with new film roll loaded into it, and the image prints. In 1890 a Kodak folding camera with built-in 48 exposure film roll followed. After years of advertising the brand Kodak the company was renamed Eastman Kodak Co. In 1900 Eastman had reached his goal, offering the Brownie rollfilm camera which cost only $1 including a 6 exposure film. Further film rolls cost just 15 cents. The Brownie camera series was continued until 1970.
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Kodak Logo Koda Kodak Logo Kodak odak Logo Kodak Kodak Logo Koda Logo Kodak Logo K go Kodak Logo Ko Kodak Logo Kodak odak Logo Kodak L Logo Kodak Logo K Kodak Logo Koda odak Logo Kodak Kodak Logo Kodak 10
ak Logo Kodak Log k Logo Kodak Log Logo Kodak Logo ak Logo Kodak Log Kodak Logo Kodak odak Logo Kodak k Logo Kodak Logo Logo Kodak Logo Kodak Logo Kodak ak Logo Kodak Log Logo Kodak Logo k Logo Kodak Log 11
Evolution of brand logo The name Kodak is meaningless and was chosen because it was impossible to mispronounce and disimilar to any existing words. George Eastman said that K was his favourite letter and that he had wanted to incorporate it into his company’s name. He said: “A trademark should be short. It must mean nothing.”
“I devised the name myself. The letter ‘K’ had been a favorite with me — it seems a strong, incisive sort of letter. It became a question of trying out a great number of combinations of letters that made words starting and ending with ‘K.’ The word ‘Kodak’ is the result.” - GEORGE EASTMAN
Early 1900’s. Kodak is the first company to integrate its name and look into a symbol.
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1960’s. The corner curl was introduced.
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1970’s. The mark retained the red and yellow colors and the Kodak name, but a box and graphic “K” element were added.
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Today. The box is gone, simplifying the logo. The rounded type font and distinctive “a� give the name a more contemporary look.
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Kodak 18
Ads 19
“All out-doors invites your KODAK”
“Kodak as “Keep a Kodak Story of the Children”
“Told by the Kodak”
“Holidays are Kodak Days.” 20
“GREAT SHOT...EVERYSHOT!”
you go.” “There are no game laws for those who hunt with a
K O D A K.” “Take a
KODAK
with you
“Let the children Kodak” 21
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George Eastman knew the value of advertising, and of a good trademark. “A trademark should be short, vigorous, incapable of being misspelled,” he wrote. “It must mean nothing. If the name has no dictionary definition, it must be associated only with your product....” And so in 1888 he introduced a camera with the name “Kodak,” which appeared in advertisements with the catchy slogan, “You push the button -- we do the rest.” It was the beginning of a successful advertising campaign that continues to this day.
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George Eastman knew the value of advertising, and of a good trademark. “A trademark should be short, vigorous, incapable of being misspelled,” he wrote. “It must mean nothing. If the name has no dictionary definition, it must be associated only with your product....” And so in 1888 he introduced a camera with the name “Kodak,” which appeared in advertisements with the catchy slogan, “You push the button -- we do the rest.” It was the beginning of a successful advertising campaign that continues to this day.
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YOU PUSH THE BUTTON
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George Eastman knew the value of advertising, and of a good trademark. “A trademark should be short, vigorous, incapable of being misspelled,” he wrote. “It must mean nothing. If the name has no dictionary definition, it must be associated only with your product....”. in 1888 he introduced a camera with the name “Kodak,” which appeared in advertisements with the catchy slogan, “You push the button -- we do the rest.” It was the beginning of a successful advertising campaign that continues to this day. 1915
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John Hassal
John Hassall was born in Walmer, Kent on 21 May 1868, died 8 March 1948 and was an English illustrator. Hassall educated in Worthing, at Newton Abbot College and at Neuenheim College, Heidelberg. After twice failing entry to The Royal Military Academy Sandhurst, he emigrated to Manitoba in Canada in 1888 to begin farming with his brother Owen. He returned to London two years later when he had drawings accepted by the Graphic. At the suggestion of Dudley Hardy (along with Cecil Aldin, a lifelong friend), he studied art in Antwerp and Paris. During this time he was influenced by the famous poster artist Alphonse Mucha. In 1895, he began work as an advertising artist for David Allen & Sons, a career which lasted fifty years and included such well-known projects as the poster “Skegness is so Bracing” (1908). Making use of flat colours enclosed by thick black lines, his poster style was very suitable for children’s books, and he produced many volumes of nursery rhymes and fairy stories, now fetching high prices on eBay, such as Mother Goose’s Nursery Rhymes (1909).
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Kodak 34
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Kitty Cramer, the first Kodak Girl.
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George Eastman invented a camera simple enough for anyone to operate. He then set out to market it to those he thought most likely to use it,women. In 1893, he introduced the Kodak Girl, a young, beautiful, independent, and adventurous, the Kodak Girl was often depicted as holding or taking photos with a Kodak box camera or folding camera outdoors, setting her noticeably apart from the “camera girls� of today. While her modern counterparts are only often seen posing with the camera, the Kodak Girl was always out with her camera and taking photos of the world around her. The Kodak Girl is one of the most durable and successful marketing campaigns in advertising history. The Kodak Girl traces the intersection of American culture with photography as it evolved from a studio-bound practice to a snapshot obsession for the masses.
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The Kodak Girl was also a fashionable one. Through the years, the Kodak Girl was depicted in various magazine ads, promotional posters, and postcards in various stylish attires. According to Nancy Martha West, author of Kodak and the Lens of Nostalgia, by marketing its cameras towards female consumers, Kodak hoped to show how photography was not only “a necessary component of domestic life” but also an “integral part of the world of fashion and feminine beauty.”
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In Kodak and the Lens of Nostalgia (2000), Nancy Martha West describes how the company-marketing the first box cameras in the 1890s aggressively targeted female consumers, hoping they’d “see photography not only as a necessary component of domestic life but as an integral part of the world of fashion and feminine beauty.” Starting in 1892, advertisements featuring a striking and adventurous “Kodak Girl” were widely seen and wildly successful; soon large numbers of women were taking pictures as well as posing for them.
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Jean-Paul Goude
He wasborn 1940 in Saint-Mandé ,he is a French graphic designer, illustrator, photographer and advertising film director. He has formerly worked as art director at Esquire Magazine in New York during the 1970s,and famously choreographed the 1989 Bicentennial Parade in Paris to mark the 200th anniversary of the French Revolution. In addition, over the last three decades, he has created well known campaigns and illustrations for brands including Perrier, Citroën, Kodak, and Chanel. Goude’s first television advertisement was a TV spot for Lee Cooper Jeans in 1982, in which he filmed a 10-minute mini opera set to Igor Stravinsky’s The Rite of Spring. He’s also created advertisements for clients such as Azzedine Alaia, Perrier, and Cacharel. In 1984, Goude shot a spot for Kodak that followed the adventures of the Kodakettes, mischievous kids clad in red-and-white stripes. In 1992, he filmed an ad for ChanelFragrance in which he put model Vanessa Paradis in a birdcage, because he thought she looked like Tweety.
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Kodak
on the Moon In 1969, astronaut Neil Armstrong became the first man to walk on the moon. They used Kodak film on Apollo 11 to capture the first pictures of the lunar surface, but Kodak did something years earlier to make the trip possible. NASA decided after President John F.Kennedy said we are going to the moon, the first goal was to document the moon, said Todd Gustavson, curator of technology collection. Eastman Kodak Company was involved in the moon project even before Neil Armstrong. NASA needed to make sure the surface was safe for a smooth landing. Kodak helped create the Lunar Orbiter used in 1966 to photograph the entire moon.The unusual thing about this is that not only is it a camera, but it also developed the film and then scanned the film and sent the film signal back to NASA.
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Five of Kodak’s orbiters made it to the moon. They worked so well NASA didn’t need more. The one here at the George Eastman House was number seven in line. When you see images of Neil Armstrong and other astronauts walking on the moon, you will notice a camera attached to their gear. The film inside those cameras was made by Kodak.The Kodak film and the Lunar Orbiter...this is the proof that we actually went to the moon. A lot of people are skeptical about this, photographic evidence, without the film from Eastman Kodak Company, we would not have that evidence, said Gustavson. Decades later, the pictures they took in 1966 are still considered the highest resolution images of the entire moon ever taken.
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Motion Pictures Today, Kodak film continues to record the action on many of the world’s movie sets, and is also used to print the films shown in neighborhood theaters. Since the inception of the Academy Awards, 80 Oscar-winning “Best Pictures” have been shot on Kodak film. The company even has nine Oscar statuettes of its own -- for scientific and technical excellence. That’s more than any non-studio comp any--not surprising given that Kodak has been involved in technological innovations throughout the industry’s history. Kodak: marketed its first film designed for making then-new “sound” motion pictures in 1929. earned a 1949 Academy Award for a tri-acetate safety film base (introduced in 1948) for motion picture film. This eliminated a significant safety hazard posed by the flammable nitrate film base it replaced, and also helped ensure the long-term integrity of the films. earned another Academy Award for Eastman color negative and color print films (introduced in 1950), which helped popularize color movies for theaters and television. introduced improved emulsion technology with its Eastman EXR color negative film products in 1989. These gave cinematographers significant creative flexibility, providing more underexposure latitude; truer colors in fluorescent light, and greater sharpness. 48
George Eastman and Thomas Edison at a garden party to present an early Kodacolor motion picture film. Watch a demo film from the event.
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Health The company’s pivotal role in development of the health imaging industry began less than a year after Wilhelm Roentgen discovered the x-ray in November 1895. In 1896, Kodak introduced the first capture medium -- a photographic paper - designed specifically for x-ray image capture. By 1914, the company employed two radiography experts to solve customers’ technical problems, and by 1929, the technical staff had increased to 26. ` As the business grew, Kodak adapted its film and imaging technology to meet special needs in the health industry. During World War II, for example, the company devised films to detect radiation exposure for workers developing the atomic bomb. Over the decades, other films with special characteristics were developed for applications like cardiology, dentistry, mammography and oncology (for radiation treatment of cancer).
The first radiograph was of Mrs. Roentgen’s hand.
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Document Imaging Given young George Eastman’s experience as a bank clerk, it’s not surprising that, in 1928, his company’s new Recordak subsidiary introduced the first microfilm system -- designed to simplify the handling of bank records. Microfilming involves photographing documents at a greatly reduced size for archiving purposes. By 1931, Recordak had automated the process, moving film in synchronization with documents fed over a revolving drum. This allowed documents of any length to be filmed. Recordak bank model microfilmer, 1933. In the decades that followed, technology continued to advance and microfilm became commonplace in many document intensive areas like insurance, libraries, government agencies and transportation.
Recordak bank model microfilmer, 1933.
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Kodak
world war I Kodak developed aerial cameras and trained US Signal Corps photographers during World War I. Only 100 were made in 1916 for the US Army Signal Corps. They were called “Signal Corps K-3�. Every camera was numbered. Most important feature is the rangefinder below the lens. It was the first rangefinder on a camera ever. It was introduced in February 1916. The photographer could set the proper distance with help of the rangefinder and so avoid images that were not focussed properly. Second interesting feature is the autographic provision on the back panel. This little door could be opened and with the metal stylus (attached to the door) one could write on the film, at least if the camera was loaded with special autographic film. The text appeared on the negative, just below the image, and could be printed with it.
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Steve McCurry used Kodachrome film for his 1984 portrait of Sharbat Gula, the ‘Afghan Girl’, for the National Geographic magazine. At the Nasir Bagh refugee camp in 1984, Gula’s photograph was taken by National Geographic Society photographer Steve McCurry on Kodachrome color slide film, with a Nikon FM2 camera and Nikkor 105mm F2.5 lens. The pre-print photo retouching was done by Graphic Art Service, based in Marietta, Georgia. Gula was one of the students in an informal school within the refugee camp; McCurry seized a rare opportunity to photograph Afghan women and captured her image. Although her name was not known, her picture, titled “Afghan Girl”, appeared on the June 1985 cover of National Geographic. The image of her face, with a red scarf draped loosely over her head and with her piercing sea-green eyes staring directly into the camera, became a symbol both of the 1980s Afghan conflict and of the refugee situation worldwide. The image itself was named “the most recognized photograph” in the history of the magazine.
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Dorothea Lange used Kodak film to capture her famous ‘Migrant Mother’ photograph in 1936. The photo was taken in March 1936 at a camp for seasonal agricultural workers 175 miles north of Los Angeles by Dorothea Lange. Lange was working for the Farm Security administration as part of a team of photographers documenting the impact of federal programs in improving rural conditions. “I saw and approached the hungry and desperate mother, as if drawn by a magnet. I do not remember how I explained my presence or my camera to her but I do remember she asked me no questions. I made five exposures, working closer and closer from the same direction. I did not ask her name or her history. She told me her age, that she was 32. She said that they had been living on frozen vegetables from the surrounding fields, and birds that the children killed. She had just sold the tires from her car to buy food. There she sat in that lean-to tent with her children huddled around her, and seemed to know that my pictures might help her, and so she helped me. There was a sort of equality about it. The pea crop at Nipomo had frozen and there was no work for anybody. But I did not approach the tents and shelters of other stranded pea-pickers. It was not necessary; I knew I had recorded the essence of my assignment.” 56
Migrant Mother, 1936
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Mad Men The Wheel to two Kodak executives
Mad Men focuses on the advertising industry in the early ’60s in New York, and the resulting campaigns. There is a scene in an early episode of “Mad Men” in which Don Draper pitches a campaign for a new slide projector called the Wheel to two Kodak executives. During the pitch, he projects a series of images from his family album: embracing his wife on their wedding day, dancing with her at a party, the birth of a baby, playing with his children and sprawling on a sofa with them one Christmas. the essence of my assig http://blog.photoshelter.com/ wp-content/uploads/2011/mt-old/r3594a.
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Mad Men focuses on the advertising industry in the early ’60s in New York, and the resulting campaigns. There is a scene in an early episode of “Mad Men” in which Don Draper pitches a campaign for a new slide projector called the Wheel to two Kodak executives. During the pitch, he projects a series of images from his family album: embracing his wife on their wedding day, dancing with her at a party, the birth of a baby, playing with his children and sprawling on a sofa 59
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ing Facts 61
Kodachrome Song Kodachrome is a song written and recorded by Paul Simon. It appeared on his 1973 album There Goes Rhymin’ Simon. about the Kodak 35mm film Kodachrome. It made number 9 in the US charts, just ahead of Tie a Yellow Ribbon Round the Ole Oak Tree by Dawn featuring Tony Orlando. Eastman Kodak Co. required the album to note that Kodachrome is a trademark of Kodak, and to include the registered trademark symbol (®) after the song’s title.
Kodachrome film was used by Walton Sound and Film Services during the coronation of Her Majesty Queen Elizabeth the Second.
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In 1895 the Pocket Kodak was launched at a price of just $5. It’s small size meant it could be carried in a coat pocket.
Kodak has nine Academy Awards, more commonly known as Oscars. The most recent was received in 2008 for the development of photographic emulsion technologies. The Eastman Savings and Loan Association was set up to help Kodak employees buy a home. It remained part of the company until it was split-off as a credit union in 1994. The company founded its research labs in 1912, which made it one of the US’s first industrial research laboratories.
In 1976 Kodak had a 90pc market share for photographic film and an 85pc share of camera sales in the US.
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Apple launched a digital camera in 1994, the QuickTake. It was actually designed by Kodak and had been released in Japan months before under its own brand name.
Kodak designed the optics for the Chandra X-ray space telescope in 1999.
Kodak’s engineers were issued 19,576 US patents between 1900 and 1999. Some 4,478 of these were awarded between 1995 and 1999. Kodak was the first company to build a working digital camera. An engineer named Steven Sasson created the 3.6kg device which stored images on cassette tape, had a 0.01mp resolution and took 23 seconds to expose each image.
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The company founded its research labs in 1912, which made it one of the US’s first industrial research laboratories. temporarily renamed the Hollywood and Highland Center Theatre), is a liveperformance auditorium in the Hollywood and Highland shopping mall and entertainment complex, on Hollywood Boulevard and North Highland Avenue, in the Hollywood district of Los Angeles, United States. Since its opening on November 9, 2001, the theater has hosted the Academy Awards ceremonies (the Oscars), initially held there in March 2002. It is the first permanent home for these annual awards ceremonies. The theater is rented to the Academy of Motion Picture Arts and Sciences for weeks before Oscar night. During the rest of the year, it hosts numerous live concerts, awards shows, symphony performances, and other events. But since the 7,000-seat Nokia Theatre at L.A. Live opened in 2007, it has largely replaced the Dolby Theatre as L.A.’s premier auditorium, and some of the events formerly held at the Dolby are now regularly held at the Nokia, including the American Idol finals.
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The theater was sponsored, until February 2012, by the Eastman Kodak Company, which paid $75 million for naming rights to the building. In early 2012, Eastman Kodak filed for bankruptcy protection, and thus ended its naming-rights deal. Then, the theater’s name was temporarily changed to The Hollywood and Highland Centre, at the suggestion of the venue’s landlord. On May 1, 2012, it was announced that the venue would be renamed the Dolby Theatre, after Dolby Laboratories signed a 20-year namingrights deal.
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Kodak
Instant Came
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The “Instant Print Film” was first invented and made popular by Polaroid, which introduced their first instant camera in 1948 (!). Kodak introduced their Instant Print Film PR10 in 1976, but withdrew all instant films and cameras from the market in 1986, after losing a patent infringement lawsuit to Polaroid. In July 1991, Kodak paid Polaroid $925 million to end the 15year battle. In other words, you won’t find any film for the EK2 any more. Too bad. Or maybe not. Polaroid, by the way, announced their decision to leave the instant film business in February 2008. Polaroid’s overall revenue from instant cameras, film and other products peaked in 1991 at nearly $3 billion, according to an Associated Press article. But that was then. These days, there’s little or no money in film. As we all know, digital now rules the world.
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Terms like brand management and corporate identity were coined decades later, but George Eastman knew the value of having a recognizable “brand�. Thus, in 1905 the unassuming cardboard package of Eastman film donned the distinctive yellow color that has been a valuable asset to the company and a tool for the graphic designer ever since. Eastman was concerned with the appearance of products as well as that of packaging. In the mid-1920s, Kodak established a relationship with Walter Dorwin Teague, a respected graphic 74
designer whose influence over the next several decades resulted in some of the most distinctive cameras ever produced. Teague came to be regarded as a giant among the artists and designers from various disciplines who, by applying their talents to the design of mass-produced goods, created the field of industrial design.
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In 2011, despite the turnaround progress, Kodak rapidly used up its cash reserves, stoking fears of bankruptcy; it had $957 million in cash in June 2011, down from $1.6 billion in January 2001. In 2011, Kodak reportedly explored selling off or licensing its vast portfolio of patents in order to stave off bankruptcy. By January 2012, analysts suggested that the company could enter bankruptcy followed by an auction of its patents, as it was reported to be in talks with Citigroup to provide debtor-in-possession financing. This was confirmed on January 19, 2012, when the company filed for Chapter 11 bankruptcy protection and obtained a $950 million, 18-month credit facility from Citigroup to enable it to continue operations. Under the terms of its bankruptcy protection, Kodak had a deadline of February 15, 2013 to produce a reorganization plan.
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Yasmine Amish Paris Collage of Art History of Communication Design Yasmineamish.com