Easier Color Photography

"The greatest achievement in photography since George Eastman pioneered and introduced the first black and white roll film in 1889--" With this demure panchromatic blush Eastman Kodak Co. last week announced a new, simple film with which any dub shutter-snapper can obtain full color prints instead of black-&-whites from his negatives. The new film (called "Kodacolor") differs from former color films in that it makes a transparent negative from which prints can easily be made on paper.* As a negative, not only are its light-&-shade effects reversed but its colors appear complementary to those of nature.

Blue skies appear yellow in the negative; red lips are blue-green; grass is red. Eastman's color photography has until now been limited to transparent positives ("Kodachromes"), which could, however, be printed on a sort of celluloid at greater cost by another recent Eastman process (TIME, Sept. 1).

Within a month the new color film will be marketed for the use of any amateur who has $3.90 to cover factory development & printing of its six exposures.

Though costly, this is $1.50 cheaper than the average cost of six kodachrome positives with their prints, and new prints are bigger.

* This improvement is made possible by a process in which the couplers--chemical agents which bring together the film's red, blue- and green-sensitive emulsions in the proper blends when the film is developed--are contained in the emulsion layers and not merely in the protective gelatin layer itself.

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