They will always be limited at the top.
Reading the other day that Konica/Minolta had given up making cameras I started getting worried that we are headed for a world with too few choices when it comes to manufacturers of photo gear. Competition improves the breed, after all. Then a few moments of reflection suggested that maybe there never has been more than a very small handful of choices when it comes to the best of the best. What the pros use.
At the start of the second World War, your choice was 35mm or medium format. Sure, large format has been around for a hundred or more years and soldiers on today, but it’s hardly a product with what you would call critical mass. In 35mm it was the world of the rangefinder – meaning Leica or Contax. The Contax had it all over the Leica, more sophisticated in every way, but damned by a fragile shutter mechanism. Leica countered with a great shutter and maybe the worst viewfinder/rangefinder yet invented. In medium format there was no choice. It was Rolleiflex or nothing. Now little about twin lens reflex design makes sense, but it worked, had great lenses and a negative big enough that even the average duffer could make a decent 8″ x 10″ print.
In film the choice was greater – Kodak, Agfa, Ilford, Perutz, Adox – all made great monochrome emulsions and Kodak, of course, was working on Kodachrome. Two violin players, the Leopolds – Mannes and Godowsky – were locked in a lab by the boys in Rochester and emerged a couple of years later with Kodachrome, rated at all of 12 ASA. Just in time for the film to be used by Nazi photographers to record Hitler as he set about destroying the great race whence these two geniuses of chemistry came. If the Leica was the greatest camera of the century, and it was, then Kodachrome owns a similar place in the world of film. Kodachrome was simply fabulous. Without it 35mm color photography would not have blossomed the way it did.
In the early fifties Leica finally made the single greatest 35mm camera of all time. The M3. Learning from the Zeiss Contax that integration of the viewfinder and rangefinder into one eyepiece might just be a good idea, and that making the thing bigger than a pinhole could be a selling feature, they added a wonderful, sharply delineated rangefinder rectangle and those projected, illuminated, nay, electric, field of view frames that left you in no doubt whatsoever as to what your lens was seeing. And you could use that viewfinder in almost non-existent light, focusing and framing with the utmost confidence, taking your picture with the near silent whisper of the Leica shutter. They didn’t stop there. They crafted what remains the greatest 35mm lens made. The 50mm Summicron which remains, to this day, the standard all Japanese manufacturers aspire to. This pairing was a high point in engineering aesthetics and optical design.
The M3 and its descendants lasted in the pro’s gadget bag through the mid-sixties when machismo dictated long lenses and brutal looks. The former to avoid the bullets, the latter to state unequivocally that your camera could double as a weapon in time of need. The smart people at Pentax may have invented the instant return mirror, but the Nikon F was the camera of the Viet Nam generation. Its brute good looks, augmented by the equally masculine finish of the lenses, said you were the Real Thing. Pentax was not to be outdone, however. They started painting their cameras black and had the smarts to give a few to a London fashion photographer par excellence named David Bailey. In stark contrast to the stodgy, patrician, epicene Beaton, wedded to his Rolleiflexes and his Royal sitters, Bailey rocked. He was a real man. Pentax pushed it. They ran one of the greatest camera ads ever. It showed a beaten up black Spotmatic, brass wear spots everywhere, with just three words. David Bailey’s Pentax. Wow! Here was a guy slogging it out in the studios of London with all those dolly birds and clearly having every bit as tough a time of it as the fellows in Nam with their Nikon Fs. Years later, Bailey admitted he had taken sandpaper to his Spotmatics and rubbed the paint off at strategic locations. It got him a lot of dates. Not bad for a few bob and a couple of minutes of elbow grease, huh? So in the ’60s your choice in 35mm was Nikon or Pentax.
David Hemmings played Bailey in Antonioni’s wonderful movie ˜Blow Up”, though his weapons of choice were a Nikon F and a Hasselblad. Change in the medium format world was slower than in the frenetic corner known as 35mm. At least you finally had a choice. It was no longer just a clunky twin lens reflex Rolleiflex. Why, the Hasselblad, scarcely more competent, said you had arrived. Because you could afford it. OK, so the viewfinder was lousy and the mirror did not return after you pressed the button, but good marketing saw to it that you did not notice.
Enter the seventies and eighties and Canon began to get noticed. They could not compete with Nikon or Pentax for charisma, those marques having earned their stripes in the hellish fields of Viet Nam and Carnaby Street. So they had to sell something else. And that something was technology, backed with abundant capital. Fast, small motors to move the film? Of course. Coreless linear motors to focus the lens? Naturally. Fast sensors to provide autofocus? Absoluement. Eye controlled focus? Well, we did it just to show that we could. Suddenly the competitors were rocked by this Japanese copier-making powerhouse with seemingly infinite resources, and they have been playing catch up ever since. But the old rule prevailed. In 35mm your choices were few at the top. Canon, Nikon, and maybe Pentax.
In medium format, the old guys were still at it. Rollei came out with a camera that four people bought, the SL66. Its huge mass and focal plane shutter which hated working with studio flash made sure that no one bought it. Zenza came out with something even worse, the Bronica, which jammed as soon as you looked at it. They had taken the worst of the Rollei and made it …. worse. Working photographers preferred proper flash synchronization and bought a Hasselblad. Rollei fixed that deficiency with their wonderful 6000 series of medium format SLRs, but it was too late. Traction had been ceded to Hasselblad. The Hasselblad may have been horribly unreliable but it was glamor personified. Plus it shared Rollei’s great German lens providers. An entry ticket to the world of Madison Avenue. So, like a Jaguar owner, you bought two hoping that one would survive while the other was in the shop.
Then in the ’90s, digital arrived. No matter that the first efforts were comical in the extreme. Digital was Now and the old protagonists, Canon and Nikon, were at it again, followed by a somewhat breathless Pentax. The latter had one thing the two others could never understand. The word ˜elegance” is part of Pentax’s genetic make up, a concept that never graced the worlds of Nikon and Canon. Olympus gave Pentax some competition when it came to chic design but let’s face it. What self respecting, red blooded American male was going to be seen with his wife’s camera? David Bailey’s Olympus? I don’t think so.
So, once again, choice was limited. Sure, you could have flirtations with minority brands like Minolta or Konica, but it was always rather comical to see the poor photographers using this gear. Like the people who were buying Saabs, hoping they would be sufficiently different that the downright horribleness of their choice would qualify them as eclectic, independent, thinkers. Wrong. They just didn’t get it.
Meanwhile, digital completely bypassed the medium format boys during this decade, and they will never recover the lead established by the big Japanese houses. When full frame digital beats medium format film, why would you blow $15k on a digital back for your Hassy when you could get a couple of Canon’s best bodies for the same coin and have something reliable to boot?
Leica? While issuing quarterly denials of impending bankruptcy their apparent goal is to sell only to Japanese collectors and tax exiles in Geneva. So you can’t have one. Settle for a Rolls or Bentley instead.
Film, meanwhile, had gone the way of Contax and Yashica and Konica and Minolta. The choices in color were now down to just two – Kodak and Fuji. The latter may have done a number on the former, taking away market share daily, but it’s all history now. Neither will be making color film by the end of the decade.
So there never have been that many choices at the top. Today it’s Canon or Nikon. Pentax for those willing to be different. And for medium format it’s Hasselblad digital, but who knows how long that will survive. And no one needs film.
