Thread: Powers of Ten
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Old 06-02-2011, 11:52 PM
gary
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Join Date: Apr 2005
Location: Mt. Kuring-Gai
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Polaroid SX-70 promotional film

Quote:
Originally Posted by Jen View Post
thanks Gary very interesting
Hi Jen,

As another example of the intellect of the Eames's, consider a promotional
film they made for Polaroid in 1972 to promote the SX-70 camera.
For those old enough to remember, the SX-70 was a thing of beauty and
sophistication. From its collapsible body, to its brush chrome finish and its
leather inlays. See http://en.wikipedia.org/wiki/Polaroid_SX-70

In particular I draw your attention to the segment of the film starting at the
4 min 12 sec mark. I don't think there would be a photographer who, even today,
wouldn't be absolutely drawn in and fascinated by the film's description of the
light path, lenses, mechanism and functioning of the camera. The Eames's
respect the intelligence of the viewer and their approach is not to shy way from
this internal technical detail.

At one point toward the end, narrator Philip Morrison says of the camera,
Quote:
"It has its visual beauty.
It rewards skill and care with immediate feedback.
In the end it links the inventors, the engineers, the workers, the distributors into one
chain of craftsmanship. The user is the final link.
The device helps meet the universal need to do things well".
and finally ...
Quote:
"We hope the user will fully complete the chain. Gaining
as much fun, as much sense of self and as clear a participation in the stream of
human creativity as did Edwin Land and the team who first made SX-70"
It would have been pretty hard for the gadget lover not to have aspired to own one!

Anyway, here is the 11 minute film -
http://www.youtube.com/watch?v=4EdwmaQltHc
As mentioned, the segment starting at 4 min 12 sec and running to the end I know
many IceInSpace photographers will be able to relate to.
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