The company was largely founded on the patents and equipment of William Van Doren Kelley and his Prizma Color system, and was in direct competition with Multicolor, which folded in 1932, and Cinecolor then bought its equipment. Although limited in tone by comparison, Cinecolor's chief advantages over Technicolor were that color rushes were available within 24 hours, the process itself cost only 25% more than black-and-white photography (the price grew cheaper as larger amounts of Cinecolor film stock were bought), and it could be used in modified black-and-white cameras.