Watch how technology changes: Kodak’s vintage commercial shows their innovation from the ’60s – the Flashcube
Jan 10, 2017
Dunja Đuđić
Dunja Djudjic is a multi-talented artist based in Novi Sad, Serbia. With 15 years of experience as a photographer, she specializes in capturing the beauty of nature, travel, concerts, and fine art. In addition to her photography, Dunja also expresses her creativity through writing, embroidery, and jewelry making.
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Apart from new digital solutions in photo and video technology, it seems that this year the analog and “back to the roots” approach caused the most reactions. After CES 2017, we’re left with many news and impressions. With all the innovations, it’s still something vintage that made the most of us thrilled. It’s launching something new, which is actually old. Yes, I’m talking about Kodak bringing back Ektachrome, and possibly even Kodachrome.
This made me think about the “old days” and how technological innovations in photography were observed back then. And then I saw this video. It’s over 50 years old Kodak commercial, showing their latest technology at the time – the Flashcube.
Flashcube was Kodak’s innovation from the late 1960’s. Kodak invented it to upgrade their Instamatic camera line by replacing a single flash bulb with the Flashcube. This invention had four flashbulbs mounted at 90°. It allowed the user to take four photos one after another before inserting a new flashcube, instead of just one before replacing the bulb. After each shot, the flashcube would rotate 90° so the photographer could use a fresh bulb in the cube.
Today, we have all sorts of lighting solutions we can buy or make. But some 50 years ago, I believe this was quite a discovery. And with the trend of re-introducing the old inventions, who knows – we may even get the Flashcube back in Kodak’s stock some day. I’d love to play with it, just for fun!
Do any of you remember this invention from the ‘60s? Did you use it? I’m curious to hear your thoughts and experiences in the comments.
[Flashcubes: Kodak Instamatic Camera Commercial circa 1965 Eastman Kodak Company via Reddit]
Dunja Đuđić
Dunja Djudjic is a multi-talented artist based in Novi Sad, Serbia. With 15 years of experience as a photographer, she specializes in capturing the beauty of nature, travel, concerts, and fine art. In addition to her photography, Dunja also expresses her creativity through writing, embroidery, and jewelry making.
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12 responses to “Watch how technology changes: Kodak’s vintage commercial shows their innovation from the ’60s – the Flashcube”
Yes I am old enough to remember using them as there was not really much alternative at the time.
I remember using them on my little 110 camera. I also remember figuring out the little firing wire in the slot that the camera would trip to ignite the bulb. It was fun “wasting” those things, though I am sure they weren’t cheap then. Hopefully, I only wasted them after their prime. #funtimes
Those were Magicubes Jonathan. Fired by percussion as you found out early on. Yes, good fun. The Flashcube however, was fired electronically.
Flash cubes needed batteries, magicubes were like striking a match . Then there was flipflash on 110 cameras 5 flashes then flip it over for the remaining 5. Should have been a block of 12 flashes so you would only need 1 for a 12 exp film. There was also strip flash as used on Polaroid cameras.
Very good Matt, spot on. The Polaroid had two types of Flashbars. One for the SX70 range and one for the later 600 series.
Re Flipflash, 10 flashes, 20 exp films were more common than 12 exposure in 110 format. 2 Flipflash = 1 off 20 exp film.
That’s right Chris, Flashbar I couldn’t think of the name. I used to sell all of those. I worked on the photo depth at Boots in the early eighties. Sold either own brand or Sylvania I also remember selling flash bulbs, individual bulbs in packs that plugged into a flash holder with a reflector that used to open an like round the casing.
Flipflash was also used on Kodak’s ill fated instant cameras.
This is actually one of my first cameras.
I remember them, even if I never used them. Back in 1967 (I was 7 years old), my dad started to teach me the elemental photography rules with a 6×9 in a hand and a manual cellular in the other…
http://www.laurent-roy.com/photo/Matos/Autre/img/Zeiss-Ikon_Ikophot_1_1952.jpg
My first own camera has been a Diana in 1972
http://www.laurent-roy.com/photo/Matos/Mien/Lomography_Diana_F.html
I ‘member flash cubes….
I remember there was an extender to eliminate the red-eye problem.