All of that changed in a few years' time span. In 1888 George Eastman introduced the first handheld amateur camera, the Kodak camera. It was marketed with the slogan "You press the button, we do the rest." The camera was pre-loaded with a roll of film that produced about 100 2.5" round picture exposures, and it could easily be carried and handheld during its operation. After all of the shots on the film were exposed, the whole camera was returned to the Kodak company in Rochester, New York, where the film was developed, prints were made, and new photographic film was placed inside. Then the camera and prints were returned to the customer, who was ready to take more pictures.