What's all the Hype ?

From glossy fashion magazine covers, to dead-serious landscape shots, to the "Electric Slide" dance at Uncle Bob's wedding, the camera of choice if very likely to be medium format. Created by the Kodak company in 1898, medium format film has filled the guts of professional cameras for well over 100 years. With all the advances in photography, how does it retain this huge popularity (you may ask?) Well, medium format is fantastic for two key reasons:

1. Resolution
Check it out. A 6x6 cm medium format negative is approximately four times the size of an ordinary 35mm negative. So what? That means that it can hold four times the print content. Properly exposed medium format shots are extremely sharp and beautifully resolved. Colors, lights, and shadows are deeper, richer, and more vibrant. A great, well-composed image on 35mm becomes even better on medium format.

2. Enlargements
So you have all of this great resolution and deep color built into your image. Now is your chance to blow it up! 35mm enlargements will lose their resolution and become grainy the larger they get. But medium format shots will keep their depth of image up to poster size enlargements. Ever dream of hanging a huge, beautiful shot of your sexy automobile in the dining room (you can't look at it enough, can you?) Take your negatives down to the photo lab, ask for the biggest size that they have, and start re-decorating!

Don't forget the full range of stunning film types available in 120 format (Color Negative, Slide, B&W, Monochrome, etc.). It's truly dazzling.