Ansco introduced its new Anscoflex camera with a full-page ad in the July 19, 1954 issue of Life Magazine:
"...Styled by Raymond Loewy, this completely new reflex camera combines
smart good looks with modern technical advances and sturdy metal-clad
construction to bring you everything you've ever wanted in an
easy-to-use snapshot camera!..."
Raymond Lowey,
the renowned industrial designer, probably did have something to do
with some of the design aspects of the Anscoflex, but most of the
camera's features were already present in a 1948 Ansco prototype camera
called the Shurflex.
Ad hype aside, there was a lot that was new and interesting in the
design of the Anscoflex. The modular construction of the all-aluminum
case was a sharp contrast to the molded plastic cases featured in most
of the inexpensive snapshot cameras of the era. When most of Ansco's
competition had persisted in using singe-element meniscus lenses in
their inexpensive cameras, the Anscoflex featured a two-element
symetrical lens design with an additional close-up lens that could be
swung into position with the turn of a dial on the camera's front.
Some of the new Anscoflex features, however, offered more novelty than
usefulness. The tripod socket was unaccompanied by a cable release
socket, and the side-mounted shutter plunger was stiff and likely to
lead to blurred shots. While the ad copy likens the ratcheting film
advance to winding a watch, it was really more like winding a
grandfather clock, with about fifty quarter-turn rotations required to
get the film to the first frame on the 620 roll. The built-in yellow
filter was something of an anachronism at a time when photography was
moving quickly toward the universal use of color.
The most distinctive feature of the camera, the sliding front cover
connected to the flip-up barndoors over the viewfinder was something of a
gimmick too, though a useful one. What was really important, though,
was the extremely large and brilliant view provided by the reflex
viewing system with its mirror and massive lenses. Even in the dimmest
scenes where the flash would be a necessity to obtain an exposure, the
view through the big top window was crystal clear. That brilliant
viewfinder was also the feature of the Anscoflex which would lead to a
sort of rebirth of the camera a half century after its introduction.
If you visit the Flickr photo sharing site and do a search on the term,
Anscoflex, you will turn up thousands of recently made pictures tagged "
Anscoflex".
However, probably not one in a hundred of the photos were made with
film in the camera. Instead, the great majority are the result of
pointing a digital camera at the brilliant view screen of the Anscoflex
to directly capture the image using the through-the-viewfinder (ttv)
technique.
For those willing to re-roll some 120 film onto 620 spools it is still
possible to do real photography with the Anscoflex. It won't be a
process that is quick, easy or very predictable, but some distinctive
images and some satisfaction are guaranteed.
Some examples from the Anscoflex II:
Should your Anscoflex need some cleaning there is an excellent detailed tutorial by Shane Blomberg at Flickr. The manuals for the Anscoflex and the Anscoflex II are at the Butkus site.