APS Film: The ‘90s Format Meant to Revolutionize Film Photography

Found Film Canon ELPH LT 260 camera Kodak Advantix 200 APS film

APS film (short for “Advanced Photo System”) was marketed as the next big thing in film photography in 1996. An innovative 24mm film, APS was able to deliver sharper images despite its smaller size due to the “information exchange” process in which the camera recorded data directly on the film; this would simplify cropping prints to a desired aspect ratio and potentially could provide photofinishers with exposure data to optimize print quality*, and its cassette housing eliminated common loading errors. But by 2011, it had been discontinued. To understand why the leading film and camera brands bet on APS and lost, we’ll take a look at the APS timeline, from concept to grave.

*Wikipedia, “advanced photo system”

While the first digital still camera was developed in 1975, and it would be over a decade before affordable and reliable digital cameras were available to consumers. Rather than investing in this emerging technology, in 1985 Eastman Kodak began research and development on a format that would provide consumers with an easy, small and superior quality cassette film that might rival digital quality. By 1991, Canon, Fujifilm, Kodak, Minolta, and Nikon created a consortium devoted to marketing this new format, and by 1996 APS film was branded as the next “big thing” in film photography.

As noted, APS film and cameras were smaller than 35mm, delivered higher quality images than cartridge 110 and 126 while reducing loading errors due to the cassette format. Another advantage of APS film was the option of selecting three print sizes (or image formats):

H – “High Definition” 4 x 7″ (30.2 × 16.7 mm)
C – “Classic” 4 x 6″ (25.1 × 16.7 mm)
P – “Panoramic 4 x 11”. (30.2 × 9.5 mm)

These options were available in most APS cameras; the operator simply selected the size of the image before shooting. Circling back to the “information exchange feature”, “metadata” included codes, PQI (Print Quality Information) information and recording details that allowed the developer to locate specific images and details like camera settings and dates. And while all of this sounds very cool, whether the average shooter appreciated the additional detail is hard to gage.

Moving from consumer to labs impact, APS film required new and expensive machines, and many labs were understandably not eager to implement the new process. That very real issue aside, ultimately the real challenge to APS was the rise in quality, availability and affordability of digital cameras. By the early 2000s, sales of APS film and cameras dropped precipitously…and by 2011, the format was discontinued. And while many casual photographers had gotten on board, professionals never embraced APS (in part due to the smaller negative).

So, is APS the Laserdisc or Betamax of photography as many have called it? Maybe. APS enthusiasts can be found world-wide, and a handful of labs still develop APS film. APS cameras can be found on eBay (among other outlets) and every now and then, a batch of expired APS film crops up as well. It’s a unique, typically low-cost format that might just be a *new* favorite for adventurous film shooters!