Old Lobby Card from the 1953 film Louisiana Territory
Original lobby card from the film Louisiana Territory which was released in 1953. This lobby card was sent to theaters to be displayed in the lobby to promote the film. The lobby card is used, sold as a collectible, as is, as shown. Measures 11 x 14 inches approximately. Numbered 53 out of 575 by RKO Radio Pictures.
What is Medium Format Film and Why Has it Moved?
Medium Format Film Pictured Left | 35mm Film Right
Medium format traditionally refers to a film format in still photography and the related cameras and equipment that use that type of film. In general the term applies to film and digital cameras that record images on media larger than 24 by 36 mm full-frame used in 35 mm photography, but smaller than 4 by 5 inches which is considered to be large-format photography.
In the film world, medium format has moved from being the most widely used film size for over 60 years (1890s through 1950s) to a niche film used by professionals and some amateur photography enthusiasts, but one which is still substantially more popular than large format film. In digital, medium format is a very expensive option, with typical brand new all-digital medium format cameras retailing for approximately $10,000 (example Mamiya ZD) to $32,000 (example Hasselblad H3D) 2008 prices, though, older and used equipment can be substantially less expensive.
While at one time or another a variety of medium format film sizes were produced, today the vast majority of medium format film is produced in the 6 cm 120 and 220 sizes. Other sizes are mainly produced for use in antique cameras, and often many people assume 120/220 film when the term medium format is used.
The general rule with consumer cameras — as opposed to specialized industrial, scientific, and military equipment — is the more cameras sold, the more sophisticated the automation features available. Medium format cameras made since the 1950s are generally less automated than smaller cameras made at the same time, having high image quality as their primary advantage. Consider that autofocus became available in consumer 35 mm cameras in 1977, but did not reach medium format until the late 1990s, and has never been available in a consumer large format camera.