With Kodak Ultra Max film, consumers can count on a host of overall benefits associated with higher speed films, including low light, greater flash range, better action stopping capabilities, increased depth of field and reduced camera shake. In addition, this premium offering rivals lower speed films in terms of grain, colour and sharpness to make it worthy of the title Kodak's ultimate Film for all Conditions.
The Kodak Ultra - Film for all Conditions story is one of unprecedented success. Introduced following extensive research into consumer needs and lack of understanding about film speeds, Kodak Ultra films make choice easy by providing flexibility and versatility under a wide range of picture-taking conditions. Kodak Ultra film has become the benchmark for film choice amongst consumers and is Kodak's most popular consumer film yet, taking over 65% of sales last year.
The high-speed of Kodak Ultra Max film now extends the versatility of Kodak Ultra films even further by offering all the benefits of speed without a quality trade off over lower speed films.
A bold new packaging design accompanies the launch for maximum impact in-store. The familiar yellow box is strengthened with the new premium colour of dark blue with foil highlights on all packs. Five graphic icons support the film's versatility - bright sun, overcast, action, flash and zoom and messaging on the back of the pack illustrates the advantages of increased film speed to consumers.
In recent independent consumer research*, Kodak Ultra Max film performed exceptionally well with 82% of consumers polled indicating that the concept was appealing. In addition, 75% said they would expect to pay more for such a product with 72% indicating they would definitely or probably buy.
"Our goal is to constantly improve the picture-taking experience for consumers and Ultra Max takes that experience to new levels," said Clare Rae, Marketing Manager, Kodak's Consumer Imaging Division. "The maximum versatility of the film will make it easy to select and use and once they try it, consumers will really appreciate the difference made by the high speed."
Kodak Ultra Max film (800-speed) will be available in 35mm from February 2002 and the Advanced Photo System (APS - 400-speed) from April 2002.
Kodak and infoimaging
The introduction of Kodak Ultra Max films will help drive the growth of services/media, a key component of infoimaging. Infoimaging is a $225 billion industry created by the accelerated convergence of image science and information technology. Infoimaging unites three closely related imaging markets - devices, infrastructure and services/media such as Kodak Ultra Max films - providing consumers with more ways to take, store and share pictures than ever before.
Kodak, Kodak Max, Ultra, and Film for all Conditions are trade marks
* Marketing Sciences 2001