A camera ahead of its time, the 1960s Fotron had features such as a built-in flash at a time when other cameras still used disposable flash bulbs, as well as, motorized film advance, snap-in film cartridges, push button focus and even a state-of-the-art rechargeable battery. A combination of features that would not even be considered by other manufactures for decades later. So many innovative firsts for a consumer camera, with such a unique backstory, it feels a major motion picture could be made about the people behind this camera.
Made in California, the Traid Corporation had an unorthodox distribution strategy for this ultramodern camera. Aimed mainly at the 1960s housewife, the Fotron was marketed as a “goof-proof” alternative to traditional cameras. The Traid Corp. used a very personalized sales strategy similar to selling cars. The price was not publicized nor did the camera appear on store shelves, instead door to door salesmen peddled the camera across America. Even advertisements that appeared in magazines did not include prices or order information, instead those interested in purchase contacted the Traid Corporation and were subsequently put in touch with a sales representative.
This strategy seemed to work well, introduced in 1962 at a suggested price of $139.95, the Fotron III was selling for $520 by 1971. That is equivalent to $3,348 in 2020 dollars, and film was not any cheaper with proprietary 10-exposure cartridges selling for $3.98 or $25.58 in 2020 dollars. Unfortunately despite the many technical advancements, the hefty price, aggressive direct selling techniques, and sole source film, lead many to see the Fotron as a scam. In 1971 fifty owners sued on behalf of themselves and the estimated 100,000 other purchasers of Fotron cameras citing the over valuing of the camera, misrepresentation of the cameras abilities and high pressure sales tactics. In turn Traid claimed the cameras were sold at a loss and only the film processing operation was able to turn a profit. The following year, faced with the prospect of multiple lawsuits brought by Fotron customers, the Traid Corporation dissolved.
Despite its shady past the Fotron camera is slowly being recognized for its distinctive design and period forward advances. It is quickly growing in popularity with collectors. Still affordable, the camera is available through online auctions such as Ebay. A collector should look for a camera with a film cartridge, and paperwork in addition to overall condition.
Fotron III
Manufacturer: Traid Corporation
Production: 1962-1971
Type: Range Finder
Media: Custom snap-in film cartridge holding ten 1×1-inch frames
Focus: Push-button focus
Accessories:
- Camera Case
- Strap
- No interchangeable lenses or filters.
Collectability:
The Fotron III scores around 75 on a 100 point scale. The unique story behind the camera makes it distinctive and a great discussion piece in a collection. However, the camera is so unique and predominately plastic that many collectors fail to appreciate this diamond in the ruff. The camera was not necessarily produced in large quantities, but its distinctive look ensured that few where disposed of, thus making the camera easy to find posted in online auctions.
Photographer: John Baltz
John is a seasoned professional with nearly 30 years in photography. A native to Northwest Arkansas, John’s first interest in photography began with collecting cameras as a child from antique markets around town. Later, John received a degree in Computer Science from the University of Arkansas. It is his strong knowledge in digital photography, along with a love for the the history of photography that provides for a unique sense of creativity driving many of his projects.
Bibliography
Camera built for the ladies – https://www.newspapers.com/clip/19910102/the-eagle/
Current value calculator – https://www.usinflationcalculator.com/
Fotron Wikipedia – https://en.wikipedia.org/wiki/Fotron
Suits Claim Camera Firm Distorts Picture – https://www.newspapers.com/clip/19908584/the-los-angeles-times/