THE BOOK OF KODAK
By MICHAEL PERKINS
KODAK’S SAD AND WOBBLY RE-EMERGENCE FROM BANKRUPTCY, announced this week, finalizes the process of “saving” a famous name, while annihilating the legacy of innovation that made that name great for over a century. Having already said goodbye to Kodachrome, most of its other trademark films, and camera production itself, Kodak will now concentrate on “imaging products”, which, for, most of us, means “printers”. Most of the news coverage of this corporate resurrection will “focus” (sorry) on what the new company stock will be worth, who goes, who stays, and a few scant mentions of the company’s original role as camera producer to the world.
That will leave a significant part of the story untold.
Certainly, George Eastman’s genius for marketing helped develop the first flexible roll films, then ingeniously created a market for them by putting a basic, usable camera in the hands of the Everyman. Nearly everyone has heard the slogan Kodak created to demonstrate how truly effortless its products had made photography: you press the button and we do the rest. But none of that would have guaranteed the company’s growth if Kodak has not also decided to become photography’s first great mass teacher, creating pro-active education programs to guarantee that, not only could Uncle Clem snap a photo easily, he could snap a good photo easily. What had once been a dark art for a select cabal of techno-wizards became, under Kodak’s outreach, something that could anybody could do.
And Kodak was going to show you how to do it.
Beginning before the end of the Victorian era, the company began to publish the first of an endless stream of practical guides on technique and simple theory aimed at the average shutterbug. Starting in 1898 with Picture Taking And Picture Making (115 pages of tips in a cardboard cover for fifty cents!), Eastman Kodak moved to 1905’s The Modern Way In Picture Making, and, finally, to the most successful photo instruction series in history, How To Make Good Pictures, introduced in 1912 and revised continually until finishing up with its 37th edition, in 1995. Over the years the “make” in the title had been changed to “take”, and its 1890’s essays on bromide paper, collodion matte, and ground-glass focusing had evolved, over the decades, to instructions on the use of flash, color, drop-in film cartridges, and “how to tell a picture story” with your Kodacolor slides. Hundreds of printings and millions of sales later, How To Make Good Pictures forged an ironclad link between consumer and company in a way no corporation before or since has done.
To everything there is a season. Kodak’s (now historically) tragic failure to see digital photography as a viable consumer revolution, until it was too late, is a matter of raw record. The company that taught the world to see had a blind spot, a fatal one, and the irony that nearly all of the rest of the industry developed digital technology by applying processes originated (and patented) by Kodak makes the story even sadder.
But, once upon a time, the Eastman Kodak Company not only knew what the future of photography was going to look like, it wrote a handy dandy little book that told everyone how to master that future.
Follow Michael Perkins on Twitter @MPnormaleye
- Kodak moments are just a memory as company exits bankruptcy (kansascity.com)
POP’S MAGIC PICTURE BOX (Father’s Day 2013)
By MICHAEL PERKINS
YEARS AFTER, AS A YOUNG BOY, I FIRST SAW KODACHROME SLIDES PROJECTED ONTO OUR LIVING ROOM WALL, I learned that the first popular projectors had actually been called “magic lanterns” How right they were, and what an incredible spell these flashes of color and light wove for a little boy breathless in the familiar, yet miraculous dark.
It wasn’t that, as a family, we didn’t have dozens of albums crammed with traditionally processed prints of our most treasured moments. It’s just that, in the shadows, those clear, color-soaked images, half a wall in size, took on a life of their own. Bigger. More immediate. And as communal as a trip to the theatre. Only this was our theatre….our lore, our legend, writ large, compelling somehow in its size and scale.
Father’s Day is always a poignant time for me, since my life is insanely blessed. For me to be in the last third of my own life, and to still have the author of so many of my dreams still on the scene, still available to teach and direct my visions, as he did so ably then….well, it’s everything, that’s all.
As a father myself, I learned that it’s not always possible to transmit your passions to your children. Sometimes they don’t want to follow dear old Dad into whatever passionate pursuits he’s chosen for his own life. The fact that, sometimes, your kids “get” what even a part of you is really about is amazing, and, in the case of my father, I was lucky enough to be struck by the same lightning that hit him when it came to the graphic image….drawn or painted, realized in solid space in sculpture, or frozen on film. Photographs to him were another way of teaching himself to select, to edit, to choose something magical to depict or interpret, and he let me be the sorcerer’s apprentice.
Early into the Christmases of my adolescence, the power of our family albums was left in the dust as our memories began to shine and glow in our living room with the arrival of Dad’s new Bell & Howell 500 slide projector. It was Cinemascope, Cinerama, and the video wall from The Jetsons all in one, and I was mesmerized. The arrival of every yellow, flat box of new Kodak slides, all the way from the regional processing plant in Findley, Ohio, was like the reveal of a stage magician. I had caught the fever. I wanted to make pictures, too.
I wanted to make pictures like his.
The best statement I can make, all these years later, about the wonder of projected images was expressed several years ago on the Mad Men TV series, when adman Don Draper has the chance to make a fictional pitch to Eastman Kodak on how to market and name its new series of home slide projectors. And, even though our home projector used a “cube” tray instead of the wheel on Kodak’s “Carousel”, the magic was the same. Draper’s pitch began with the very essence of family memory:
“In Greek, ‘nostalgia’ literally means ‘the pain from an old wound’.
It’s a twinge in your heart, far more powerful than memory alone.
This device isn’t a spaceship, it’s a time machine. It goes backward and forwards, and it takes us to a place where we ache to go again.
It’s not called ‘The Wheel’. It’s called ‘The Carousel’ It lets us travel the way a child travels…around and around and back home again.
A place where we know we are loved. “
On this Father’s Day, as on every other, my heart is filled with memories and gratitude for the love that created them, but also a special thanks for a father who taught me the adventure, the patience, the joy of making an image. Armed with his trusty Kodak Pony 828, he taught me how to celebrate the triumphs and live with the failures, and, most importantly, to always go back to the well for another try. As both a photographer and graphic artist, he showed me that the concept is all, that it’s worth fighting for, worth worrying about, worth loving as your own special treasure.
Thanks, Dad. I love you.
Follow Michael Perkins on Twitter at MPnormaleye.
- The best product placement in the TV shows (brandsandfilms.com)
- It’s a Magic Lantern (wordwenches.typepad.com)
LOOK THIRTY FEET FURTHER
By MICHAEL PERKINS
ONE SURE THING ABOUT TAKING IN “THE SIGHTS” AT THE AVERAGE TOURIST ATTRACTION. You will be channeled, herded, if you will, toward exactly what the proprietors want you to see. This insures most people their coveted “Kodak Moment”, with Mom and the kids standing at the precisely picturesque sweet spot at the cathedral, the ruins, the monument, the mountain, etc. In fact, Kodak worked with parks for years to actually post signs near such perfect vistas, a polite way of yelling OVER HERE, STUPID at passersby. Thanks for the flash cards, guys.
Obviously this attempt to guide visitors to the “good stuff” can result in the occasional great image. But you and I know that, for the most part, it amounts to the completion of a homework assignment. You know, like the opposite of fun, spontaneity, um, photography.
Tomorrow, class, bring a picture of yourself standing in front of a famous landmark. And remember to smile.
I’m a big one for wandering away from the tour group….not so far as to wander aimlessly into a scary forest full of monsters, just far enough to take in the entire area while the guide drones on.
I’m not so much interested in what’s available to photograph as I am in what else is available to photograph.
Sometimes, of course, you are better off just taking your approved thirty seconds in front of the waterfall and moving on. Other times you hit something, sometimes by just looking thirty feet further.
Do I have an example? Thought you’d never ask…
There is an over-hyped old house-turned-souvie shop in La Jolla, California (one of the most gorgeous coastal towns in the west) that sits atop a subterranean cave which looks out onto the ocean. Once inside the shop, the able-boded (and those who do not suffer claustrophobia) pay to enter an extremely dark, steep, damp and cramped staircase that takes them down below the house to the cave.
Now, for a guy with a camera constantly hanging from his neck, taking anything like a usable shot in this crimped cavern is largely a crap shoot, since light is, let us say, at a premium. So the “officially” cool thing, was, for me, frustrating to say the least, and I trudged up The Staircase From Hell (my knees aren’t what they used to be) to re-enter the shop at the earth’s surface. So far, so pointless.
While my wife performed her mandatory inspection of the store’s copious supply of trinkets, I walked outside, then, instead of going back to the street, wandered around to the back of the building. Lucky choice. Suddenly I was in someone’s backyard, a hilly, curvy, strange little lot that could prove to be a nightmare for whatever neighborhood kid was doomed to cut the owner’s grass. It was only a matter of being curious enough to go about thirty feet off the official path….and yet here was the relief I wanted from chronic tour disease. An actual human habitation, complete with Hobbit-like stone landscaping and an extremely cool red scooter to counter-balance the rain-rich greens. Here was a picture I wanted. The “famous” view had shown me nothing. The “unimportant” view had given me everything.
Hey, I regularly get lost anyway. Why not have some fun doing it?
Now, where did my mommy go?