CORPORATIONS: Pronto to the Rescue

Almost from the time George Eastman fathered the snapshot, the biggest profits in the photography business have come from selling not cameras but film. Now Polaroid Corp., Eastman Kodak's biggest competitor in the $3 billion U.S. amateur photography market, is looking to cash in heavily on the same idea. This spring it will offer its supersophisticated SX-70 self-developing picture technology in a new camera called Pronto. Lighter and less cumbersome than the SX-70 original, with improved electronic circuitry, the black plastic Pronto will list for $66 but probably will be reduced...

Want the full story?

Subscribe Now


Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!