Abstract: A system and method for pre-setting the counter wheel orientation in a camera pre-loaded with film is provided. Alignment indicia on the counter wheel are arranged during assembly to determine at various positions relative to the camera metering system whether the counter silk screen has been properly aligned and the counter properly preset.

Abstract: A door opening mechanism for an image capture device is provided which translates non-linear motion into a linear motion used to open or close the lens door. In one particular embodiment, rotary motion is translated to the linear up and down motion of the lens door. In another embodiment, the pendular motion of a door control grip is translated to the linear up and down motion of the lens door.

Abstract: A camera and method for promoting consumer loyalty for film developing services is provided. A promotional camera including a film door latch is provided to a consumer. The latch for opening the film door is available to the consumer on the outside body of the camera, but is rendered inaccessible by a deterrent mechanism, such as an adhesive label or the like. The promotional camera is returned to a retailer for servicing including, pre-winding of the film onto a film spool prior to use. In use, after each film exposure is taken, the film advance wheel is used to rewind a single frame of film into the original film cartridge. After all pictures have been taken, the consumer returns the camera with the rewound film intact to the retailer.

Abstract: A parallax compensation system and method is provided for a camera including an independent viewfinder. For close focus pictures, the camera's taking lens is shifted towards the viewfinder. In one embodiment, for far focus pictures the camera's taking lens is moved away from the viewfinder and is not centered on the image recording medium axis. The lens shifting is accomplished by mounting the taking lens eccentrically in a lens barrel. Rotation of the lens barrel shifts the taking lens towards the independent viewfinder for close focus shots. In one embodiment, the viewfinder axis is tilted towards the taking lens to help eliminate parallax in close focus pictures.

Abstract: method and apparatus for aligning an optical element in an optical sub-assembly is provided. Pivoting fine tuning plates connected to the main body of the sub-assembly are used to set the height and angle of the optical element. The optical element is connected on a pin through the optical element frame between two portions of the main body. Pivoting the fine tuning plate with a cam causes the optical element pin to cant, adjusting the position and/or angle of the optical element. In one embodiment of the present invention, a laser may be used to better align the optical element.