Wet Look Gets a New Look: Kodak Sea Processing
Brings Underwater Photographic Prints to Life with Digital Technology

ROCHESTER, N.Y., June 9 - For too long underwater photos have been, well, simply all wet. Inherent problems with underwater images meant traditional optical processing often produced prints with exaggerated green or blue tints. In addition, the images frequently appeared blurry and underexposed. A new processing service from Eastman Kodak Company is about to change all that.

Appropriately called Kodak Sea Processing, the patented photofinishing process uses a blend of digital and traditional silver halide technology to optimize underwater prints, putting the same life and color in the print that the photographer saw on the dive. Kodak Sea Processing will be available through select North American dive specialty shops in mid-June.

"We believe it's time for divers to have photos that really capture what they see underwater. Kodak Sea Processing produces photos that 'pop,' changing underwater images from boring to brilliant," said Rick Voight, Manager, Business Development, Consumer Imaging, US, Eastman Kodak Company. "The time has also arrived for dive stores to take part in the growing imaging business, and this service offers them a terrific entrée."

Underwater photography presents a number of challenges. The water tends to filter out reddish tones, an effect that worsens at greater depths and distances. In addition, underwater light is often less than ideal for picture taking.

Traditional photo processing has sought to remedy these problems with filters and other light corrections with mixed results. The traditional approach is often expensive, time consuming and varies greatly with different labs. The correction process of traditional photo processing also can produce false colors and prints may appear fuzzy.

In contrast, Kodak Sea Processing digitally enhances images and a Kodak-trained technician makes three separate sets of corrections to ensure that the color matches that of the underwater world. Then the images are printed on Kodak Ektacolor Royal VIII paper, and negatives are placed in individual sleeves. Additionally, Kodak Sea Processing includes a convenient index print to help divers store and identify their pictures, making it easier to order reprints, enlargements and other photo gifts.

"Our research shows that nine out of ten underwater images are shared with family and friends," stated Jeff Mondle, sales and marketing manager of Sea & Sea Underwater Photography, U.S.A., Kodak's dive industry partner. "Now the quality of those images will be greatly improved upon and the dive industry will have the opportunity to share the underwater world with more non-diving consumers."

"We see this service as a real opportunity for dive shops to gain incremental business and increase customer loyalty," added Voight. "In addition to being able to provide customers with Kodak Picture CDs and other digitization services that make it easy to manipulate and share images via personal computers and the Internet, Kodak Sea Processing delivers great prints even from affordable Kodak Max Sport and Kodak Max Waterproof one-time-use cameras."

Wholesale photofinishing of Kodak Sea Processing will be provided by Dale Laboratories, one of the first photo labs in the United States to adopt Kodak Photo CD technology. Since 1974, Dale Laboratories has been internationally recognized as one of the highest quality photofinishing laboratories in the U.S., providing advanced amateur and professional photographers with special application processes not available through conventional labs. Sea Processing is a logical extension of Dale's services to photographers in both sports photography and digital imaging. For many years the laboratory has been processing the official slides from the World Series and All Star game as well as developing film from team and freelance photographers from throughout the NFL. Headquartered in Hollywood, Florida, Dale laboratories is family owned and operated by Dale and Elaine Farkas.

Sea & Sea Underwater Photography (U.S.A.), Inc., a subsidiary of Sea & Sea Products, Ltd., is one of the largest international manufacturers and distributors of underwater photo and video equipment. They offer an extensive line of products for underwater photographers of all skills and interest levels. From the world's most popular amphibious cameras to cutting edge housings for SLR cameras and video camcorders, sterling lenses and strobes to an array of accessories, all products incorporate innovative design, precision engineering and ease of use. For more information on products and services, visit your Sea & Sea dealer or the Web site at www.seaandsea.com.

(Kodak, Sea, Ektacolor, Royal, Max and Kodak Select are trademarks.)
Editor's Note: For additional information about Kodak, visit our web site on the Internet at: www.kodak.com.