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firm has achieved universal recognition as a leader in American photography. Among professional portrait, illustrative and news photographers Agfa-Ansco cameras and materials have gained acceptance as the finest and most dependable money can buy. In every exhibition or published collection of many of America’s most notable professional photographs, those made on Agfa-Ansco materials rank dominantly both in numbers and quality. Among America's millions of amateurs, the same is true, for both the advanced amateur and the boxcamera snapshotter recognize the quality and dependability which made it safe for the firm to pledge with every roll of film sold the unequivocal guarantee of “Pictures that satisfy or a new roll free!” Agfa-Ansco in the Raw-Stock Field Achieving this leadership was not a simple matter of offering a merely good product and trusting the world to beat a pathway to the firm's door. Leadership today must be won by offering a distinctly better product — one offering provable advantages over anything in the field. Following this policy. Agfa-Ansco bettered the orthochromatic rollfilms and packs, then virtually the only amateur material available, with the introduction of Plenachrome, a faster, more highly color-sensitive emulsion that gave a new conception of latitude and dependability. Soon after, they presented some of the earliest American offerings of super-panchromatic roll film for the amateur, and later the finegrained Finopan. The success of these films is well attested by a recent nation-wide amateur contest in which out of a group of slightly over 200 prints either winning prizes or accept
Agja Lake , being developed by the firm as a country club for Agfa-Ansco employees.
ed for exhibition, more than 160 including virtually all of the prize winners were identified as having been made on Agfa Plenachrome, Super Plenachrome. Finopan or Superpan.
The situation existing in the motion picture raw stock field was similar, though necessarily more exacting. This field was and is intensely competitive: no firm can expect success if it remains satisfied to offer a merely equally good film.
So Agfa-Ansco set out to discover in what way film stocks could be made better — and to make such improved materials an accomplished fact.
At the outset they realized that the keynote to such improvement must be a detailed understanding of what the Holly wood cameraman wanted — o f what he thought would contitute a better film. As a matter of logically inevitable policy, an organization of experienced experts was established in Hollywood, and the policy of virtually taking Hollywood’s cinematographers and technicians into partnership was commenced. It is a policy which cannot and will not be changed. These practical men are. after all, the ones who will use the product. It is their reputations which must fall or rise according to the merits of that product. Therefore the manufacturer
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