In 1900, the Eastman Kodak Company introduced a low-priced,
point-and-shoot, hand-held camera, called the Brownie. The Brownie camera,
simple enough for even children to use, was designed, priced, and marketed to
have wide appeal. It made photography accessible to the masses.
What Was the Brownie Camera?
The Brownie camera was a simple, black, rectangular box
covered in imitation leather with nickeled fittings.
To take a "snapshot," all one had to do was hold
the camera waist height, aim, and turn a switch. Kodak claimed in its
advertisements that the Brownie camera was "so simple they can easily [be]
operated by any school boy or girl" (excerpt from an ad in Cosmopolitan
Magazine, July 1900). Though simple enough for even children to use, a 44-page
instruction booklet accompanied every Brownie camera.
Making Photography Affordable
The Brownie camera was very affordable, selling for only $1
each. Plus, for only 15 cents, a Brownie camera owner could buy a six-exposure
film cartridge that could be loaded in daylight. Kodak promised to develop the
film for the camera's owner, rather than the owner having to invest in
materials and a darkroom.
Marketed to Children
Kodak heavily marketed the Brownie camera to children. In
ads, the camera was accompanied by the very popular Brownie characters,
elf-like creatures created by Palmer Cox. Ads for the Brownie camera appeared
in popular magazines, rather than just trade journals. Children under the age
of sixteen were also urged to join the Brownie Camera Club, a free club in
which they could earn prizes for good photos and receive a Photographic Art
Brochure.
Lots and Lots of Brownies
No longer was taking photographs just for the professionals
and only of grand events, the Brownie camera allowed the capturing of birthdays
and other family events. In just the first year, the Eastman Kodak Company sold
over a quarter of a million Brownies, forever changing the future of
photography.
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