Press Release:
Goodbye 35mm cameras, thanks for the memories
Dixons, the UK's leading high street retailer of consumer technology,
today announces that it will no longer sell 35mm film-based cameras.
Dixons, originally a photographic studio, opened its first outlet in
Southend in 1937. Cameras were the first products that Dixons sold.
"Last year, we pulled the plug on video recorders, but today's
announcement is in many ways a more sentimental event," said Bryan
Magrath, marketing director at Dixons. "35mm cameras were the first
products we ever sold and film processing has been a part of our
lives for several decades. Time and technology move on, though, and
digital cameras are now the rule, rather than the exception. We have
decided that the time is now right to take 35mm cameras out of the
frame."
The digital photography vs film photography debate has been raging in
photographic circles for several years, with many professionals and
purists favouring the 35mm camera. But as technology progresses, the
quality of digital photographs has improved enormously. Dixons
reports that sales of digital cameras are now outstripping sales of
35mm cameras by 15 to 1.
35mm camera sales peaked in the UK in 1989, when 2.9 million cameras
sold, according to GfK. Since then sales have fallen, a trend that
has accelerated since the advent of affordable digital cameras.
Amongst the first cameras that Dixons retailed was the Selfix 16-20,
priced at £18 14s 5d.
Three million pixel digital cameras are now available from Dixons for
under £100. The cost of digital cameras has fallen dramatically and
the image quality has risen substantially since they were first
launched in the early 1990s.
A test of 100 customers carried out by Dixons revealed that 93% are
now unable to tell the difference between digital prints and 35mm
film prints. "Statistically, this tells us that there is no real
difference in quality between digital and film," said Bryan Magrath.
"The digital camera, which delivers huge benefits due to its memory,
speed, image quality and transferability of images, is a big winner
with the millions of customers that shop with us every year."
Industry estimates reveal that around three-quarters of photographs
are taken on holiday.
For sentimental shoppers keen to buy a piece of history, Dixons will
retail a limited range of 35mm cameras for the next two months or
until stocks last. Dixons' tax-free airport stores will continue to
retail a limited specialist range of 35mm cameras.
Winsor
Long Beach, California, USA
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