Kodak Underestimates Demand For Advantix

Eastman Kodak Co. is falling short on delivering to retailers its new Advantix camera, an easy-to-use photo system that is supposed to help boost sales industrywide, camera sellers say.

Kodak introduced Advantix in February and began shipping the camera last month, beginning a publicity campaign that executives said would be the industry’s equivalent of the extravaganza for Microsoft Corp.’s Windows 95 software last year.

But camera sellers are complaining that the world’s largest photo company underestimated demand, leaving thousands of orders unfilled and slowing sales momentum for the new product. While the camera is still expected to increase industry sales 5 percent by 1999, the snafu raises the pressure on Kodak and other camera makers to sell more later this year.

In a letter to Kodak Chief Executive George Fisher and the heads of four other camera makers that created the system, the Photo Marketing Association International trade group asked when stores will get the new cameras in quantity and when much-anticipated advertising campaigns will begin.