Sales & Distribution of Stock Holograms
This chapter discusses the commercial development of artistic holography, especially the sale and distribution of stock holograms and related products by the giftware industry. Tips on opening your own hologram store are included.
The Commercialization of Artistic Holography
In its early stages holography remained unseen by the general public. Only scientists and researchers had access to the lasers and other specialized equipment that were needed to create and view a hologram. When methods were developed in the late 1960s that enabled a hologram to be created and viewed in more practical ways, holography slowly left the laboratory and began a journey that has resulted in a multi-million-dollar, worldwide industry. A great portion of this industry deals with "artistic" holography, (i.e. three- dimensional images of things) which is also commonly referred to as "pictorial" or "display" holography.
During the 1970s and early ‘80s holograms were made by individual holographic "artists" on a one-by-one basis. The process was labor-intensive and time-consuming. Production techniques were developed through trial and error. Raw materials such as film emulsions were scarce, equipment was often homemade, and production quality often inconsistent. Unfortunately, the individuals and small companies that were capable of making high-quality holograms generally did not have the money or marketing expertise needed to get their work into widespread distribution, so holograms were still out of view of the public-at-large.
The handful of galleries and stores that did show holograms proved that the public was fascinated by this emerging medium. Although most holograms were treated as futuristic artworks or novelty items and were relatively expensive – the public constantly asked for more affordable ones. Enterprising gallery owners, retailers and holographers recognized this demand for holographic merchandise, and a small industry slowly evolved. Holographers and their entrepreneurial partners began to create products rather than artworks; well connected retailers began to distribute holograms to other retailers; and hologram aficionados became customers. Everyone recognized the potential of this new industry, yet manufacturing and display/lighting problems still needed to be overcome before holograms and related products could enter the mainstream marketplace. Limited production runs kept prices high.
Over the next decade technological advances enabled holograms to be mass-produced in a variety of ways. This made it feasible for artists, technicians and businessmen to join together to create facilities dedicated solely to producing large runs of affordable, high-quality holograms. These holograms were intended for a variety of commercial applications including security, packaging and advertising - as well as products for the giftware industry.
Art holographers copied their most popular images onto film (which was less expensive and easier to handle than holograms produced on sheets of glass) and began to use assembly-line production methods in their labs. Whole catalogues of images soon became available, intended for sale as wall decor. Retail price points dropped considerably. Other holographers perfected methods of mass producing very bright dichromate holograms for use as jewelry. Still others concentrated on developing high-speed automated replication technologies capable of embossing holograms on...
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