Originally Posted by
Gene McCluney
Of course. Glad to explain. The 4x5 format has been the "standard" size of color transparency for commercial and advertising photography for many decades. These jumbo "slides" are scanned and reproduced as part of magazine, catalog and poster art. They are big enough that the client can view the images without a loupe on a light table.
Since 4x5 color transparency film was (and still is, to a limited extent) so universally used for commercial work, the film manufacturers of transparency film (Fuji and Kodak) offered many choices. Most color commercial work (not Weddings and Portraits) was for decades produced on 4x5 or 8x10 color transparencies, as they are big enough to evaluate on the light table, and they do not require proofing (proof sheets).
The Quickload format of 4x5 was very appealing to commercial photographers, as they did not have to preload and carry multiple film holders on a location shoot. The fact that a Quickload is more expensive than individual sheets of 4x5 film is of no concern to a photographer who is going to bill the client for all the film used.
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