Heyday 35mm Camera

Rediscovering Film Photography in a Digital World

When I first held the Heyday 35mm camera in my hands, a wave of nostalgia washed over me. There’s something deeply satisfying about the mechanical click of a film camera that digital just can’t replicate. If you’re reading this, you’re probably curious about dipping your toes into the world of film photography or specifically interested in the Heyday 35mm camera that’s been catching attention lately. Either way, you’re in the right place.

As someone who’s spent the last decade oscillating between digital and film photography, I’ve developed a particular fondness for accessible film cameras that don’t require a second mortgage. The Heyday 35mm camera has become my go-to recommendation for anyone looking to explore film photography without the intimidation factor of vintage equipment or the price tag of professional gear.

In this comprehensive guide, I’ll walk you through everything you need to know about the Heyday 35mm camera—from its features and performance to practical tips for getting the most out of this charming little shooter. So grab a cup of coffee, and let’s dive into the world of 35mm film photography together.

What Exactly Is the Heyday 35mm Camera?

Before we get into the nitty-gritty details, let’s establish what we’re talking about. The Heyday 35mm camera is a point-and-shoot film camera sold exclusively at Target stores. Designed with a retro aesthetic that pays homage to classic film cameras of yesteryear, it’s part of Target’s Heyday brand, which offers various tech and lifestyle products aimed at younger consumers and those looking for affordable options with style.

The Heyday 35mm camera represents the perfect intersection of accessibility, affordability, and analog charm for beginners and casual photographers alike. It’s not trying to compete with professional equipment; instead, it offers a straightforward entry point into film photography without overwhelming technical complexity.

Features: What Makes the Heyday 35mm Camera Tick?

Let’s break down what you’re getting with this camera:

Design and Build

The Heyday 35mm camera features a compact, lightweight plastic body that comes in several color options, typically including black, pastels, and occasionally limited-edition patterns. The design is deliberately simple and user-friendly, with a nostalgic aesthetic that appeals to both newcomers and those who remember the heyday of film photography.

Despite its plastic construction, the camera feels surprisingly solid in hand. It’s not weatherproof or rugged by any means, but it’s certainly durable enough for everyday use and casual outings. The compact size makes it easy to slip into a pocket or small bag, making it an ideal companion for spontaneous photo opportunities.

Optics and Lens

The camera features a fixed-focus lens with a focal length of approximately 31mm—a slightly wide angle that’s perfect for everyday photography. The aperture is fixed at around f/9, which provides a decent depth of field for most casual shooting scenarios.

This fixed-focus design means you don’t need to worry about focusing manually—everything from approximately 1 meter (3 feet) to infinity should be reasonably sharp. While this limits creative control, it also eliminates one of the most common technical hurdles for beginners.

Exposure Control

Simplicity is the name of the game here. The Heyday camera offers fully automatic exposure, with a shutter speed that ranges from approximately 1/120 to 1/280 second, depending on lighting conditions. This automatic system adjusts based on the available light, though it does have limitations in extreme conditions.

There’s no manual override for exposure settings, which means you’re at the mercy of the camera’s light meter. For most daylight and well-lit indoor scenarios, this works perfectly fine, but it does mean that challenging lighting situations might result in under or overexposed images.

Flash

One of the most useful features of the Heyday 35mm camera is its built-in flash. Unlike some entry-level film cameras, the flash on the Heyday can be manually toggled on or off with a simple switch. This gives you at least some control over your lighting, allowing you to decide whether to use the flash in low-light situations or keep it off for a more natural look.

The flash has a range of approximately 1-3 meters (3-10 feet), making it suitable for close to medium-distance subjects in darker environments. It’s not powerful enough for large spaces or distant subjects, but it’s perfect for casual portraits and indoor photography.

Film Compatibility

The Heyday 35mm camera, as the name suggests, uses standard 35mm film, which is widely available both online and in physical stores. It can accommodate any ISO 400 film, which is the sweet spot for versatility—providing enough sensitivity for indoor shooting without excessive graininess in bright conditions.

While the camera is optimized for ISO 400 film, you can experiment with other film speeds, though you may need to compensate for the fixed exposure settings. For example, using ISO 200 film will result in slightly overexposed images, which might create a dreamy, vintage effect that many film enthusiasts actually seek out.

Additional Features

While the Heyday camera is deliberately minimalist, it does include a few practical features:

• A frame counter that helps you keep track of how many exposures you’ve taken
• A film rewind mechanism for when you’ve finished a roll
• A wrist strap attachment point for secure handling
• A viewfinder, though it’s admittedly basic compared to more advanced cameras

The Cost: Is the Heyday 35mm Camera Worth the Investment?

One of the most appealing aspects of the Heyday 35mm camera is its price point. Typically retailing between $14.99 and $19.99 (prices may vary by location and over time), it represents one of the most affordable entry points into film photography available on the market today.

To put this in perspective, many vintage film cameras in working condition start at $50-100, while new film cameras from established brands like Lomography or Kodak can easily cost $50-150. Professional-grade film cameras can run into the hundreds or even thousands of dollars.

Given this context, the Heyday camera offers exceptional value for money, especially for:

• Complete beginners who aren’t sure if film photography is for them
• Parents looking to introduce their children to photography
• Casual photographers who want a fun secondary camera
• Anyone interested in experimenting with film without a significant financial commitment

That said, it’s important to remember that the true cost of film photography extends beyond the initial camera purchase. Film, development, and scanning services can add up quickly. A typical roll of 35mm film costs between $8-15, and development with scanning can range from $10-25 per roll, depending on your location and service provider.

Where to Buy the Heyday 35mm Camera

As a Target exclusive brand, the Heyday 35mm camera is primarily available through Target’s physical stores and their online shop. This exclusivity means your purchasing options are somewhat limited compared to other cameras.

I’ve found that availability can be inconsistent—sometimes the cameras are abundantly stocked, while other times they might be harder to find. This is particularly true for limited edition colors or designs, which tend to sell out quickly.

If you’re set on purchasing a Heyday camera, I recommend checking Target’s website first to confirm availability at your local store. The online stock information isn’t always perfectly accurate, but it can save you a wasted trip.

Occasionally, you might find Heyday cameras on secondary marketplaces like eBay or Facebook Marketplace, sometimes at marked-up prices if they’re particularly sought-after colors or limited editions. While this might be an option if you’re looking for a specific version that’s no longer available at Target, I generally recommend purchasing new from an authorized retailer for the best experience and potential return options.

Is the Heyday 35mm Camera Good for Beginners?

In a word: absolutely. The Heyday 35mm camera is practically designed with beginners in mind, offering several advantages for those new to film photography:

Simplified Operation

With its point-and-shoot functionality, the Heyday camera eliminates the learning curve associated with manual settings. There’s no need to understand the exposure triangle or worry about focusing—just frame your shot and press the shutter button.

Low Financial Risk

The affordable price point means beginners can experiment with film photography without feeling pressured to “get their money’s worth.” This freedom to make mistakes and learn without financial stress is invaluable for developing creative confidence.

Authentic Film Experience

Despite its simplicity, the Heyday camera provides a genuine film photography experience. You’ll learn about loading film, the importance of light, composition fundamentals, and the anticipation that comes with waiting to see your developed images—all key aspects of film photography regardless of what camera you’re using.

Limitations as Learning Opportunities

While some might view the camera’s technical limitations as drawbacks, I see them as valuable learning opportunities. Working within constraints forces you to be more thoughtful about composition, lighting, and subject matter—skills that translate to any photographic medium.

That said, beginners should temper their expectations. The Heyday camera won’t produce the tack-sharp, perfectly exposed images you might see from professional film photographers on Instagram. But embracing the occasional light leak, slight blur, or exposure quirk is part of the charm of shooting with an entry-level film camera.

How to Load Film into the Heyday 35mm Camera

If you’re completely new to film photography, loading film might seem intimidating at first. However, the Heyday camera makes this process relatively straightforward. Here’s my step-by-step guide:

1. Start by opening the camera back. Look for a small latch or button on the side or bottom of the camera. When pressed, the back panel should pop open.
2. Insert your film canister. Place the film canister in the left chamber of the camera, with the protruding end of the canister facing down.
3. Pull out the film leader. Gently pull the film leader (the exposed part of the film) across the camera to the right side.
4. Insert the film leader into the take-up spool. On the right side of the camera, you’ll find a slit in the take-up spool. Insert the film leader into this slit.
5. Advance the film. Close the camera back securely, then use the film advance wheel (typically on the right side of the camera) to advance the film until the frame counter shows “1” or starts from its initial position.
6. Take a couple of blank shots. Press the shutter button once or twice while advancing the film between each shot. This ensures you’re past the exposed portion of the film that was outside the canister.

When loading film for the first time, it’s normal to feel a bit nervous about doing it correctly. Take your time, be gentle with the film, and remember that even experienced photographers occasionally make mistakes when loading film.

What Type of Film Should I Use with the Heyday 35mm Camera?

As mentioned earlier, the Heyday camera is designed to work best with ISO 400 35mm film. This film speed offers a good balance of sensitivity for various lighting conditions.

Some popular ISO 400 film options include:

• Kodak UltraMax 400: A versatile color film with warm tones that’s forgiving for beginners and widely available.
• Fujifilm Superia X-TRA 400: Another common color film option with slightly cooler, more green-leaning tones compared to Kodak.
• Ilford HP5 Plus 400: A classic black-and-white film that delivers beautiful contrast and grain structure.
• Kodak Tri-X 400: Perhaps the most iconic black-and-white film, known for its distinctive grain and forgiving exposure latitude.

While the camera is optimized for ISO 400 film, you can experiment with other film speeds:

• ISO 200 film will generally result in slightly overexposed images, which can create a dreamy, washed-out aesthetic that many film photographers actually prefer.
• ISO 800 film will typically be underexposed, resulting in darker images with more pronounced grain. This can work well for certain moody or atmospheric shots.

For your first few rolls, I recommend sticking with ISO 400 color film from Kodak or Fujifilm, as these tend to be the most forgiving and provide a good baseline experience. Once you’re comfortable with the camera, feel free to experiment with different film stocks to find the aesthetic that resonates with your vision.

Heyday vs. Other Film Cameras: How Does It Stack Up?

To give you a better perspective on where the Heyday camera sits in the broader landscape of film photography, let’s compare it to some alternatives:

vs. Disposable Cameras

Pros of Heyday over disposables:

• More economical over time since you can reuse the camera
• Generally better build quality
• Toggle-able flash gives you more control
• More environmentally friendly than single-use plastics

Cons compared to disposables:

• Initial cost is higher (though cheaper in the long run)
• Requires you to load and rewind film yourself
• Disposables sometimes have waterproof options

vs. Vintage Point-and-Shoots

Pros of Heyday over vintage cameras:

• No need to worry about deteriorating electronics or mechanics
• Much more affordable than sought-after vintage models
• No anxiety about breaking a rare or irreplaceable camera

Cons compared to vintage cameras:

• Generally lower quality optics than premium vintage point-and-shoots
• Fewer features and less flexibility
• Lacks the character and heritage of classic models

vs. Modern Premium Film Cameras

Pros of Heyday over premium models:

• Fraction of the cost
• Simpler operation for beginners
• Less devastating if lost, damaged, or stolen

Cons compared to premium cameras:

• Significantly lower image quality
• Minimal creative control
• Limited durability and longevity
• Fewer features and capabilities

In essence, the Heyday camera occupies a valuable niche in the film camera market. It’s a step up from disposables in terms of sustainability and long-term value, while being much more accessible than both vintage and premium modern film cameras. It sacrifices image quality and features for affordability and simplicity—a tradeoff that makes perfect sense for its intended audience.

Shooting Tips: Getting the Most from Your Heyday 35mm Camera

Despite its limitations, you can capture genuinely impressive images with the Heyday camera if you work with its strengths and understand its constraints. Here are some practical tips I’ve gathered from my experience:

Light Is Your Best Friend

The fixed aperture and limited shutter speed range mean the Heyday camera performs best in good lighting conditions. Bright, even lighting will yield the sharpest, most well-exposed images. Early morning and late afternoon light (the “golden hours”) are particularly flattering.

Mind Your Distance

Remember that the fixed-focus lens works best for subjects that are at least 3-4 feet away. Getting too close will result in blurry images. For best results, keep your main subjects between 6-15 feet away.

Use the Flash Strategically

Don’t be afraid to use the flash, even in daylight. A fill flash can help illuminate shadows on faces when shooting backlit subjects or provide a catch light in your subject’s eyes. Indoors, the flash is essential unless the room is exceptionally well-lit.

Embrace Imperfection

Some of the most interesting film photos embrace technical “flaws” like light leaks, vignetting, or slight blur. Rather than fighting against the camera’s limitations, incorporate them into your aesthetic.

Shoot More Than You Think You Need

Film photography doesn’t offer the immediate feedback of digital, so it’s wise to take multiple shots of important subjects with slightly different compositions. This increases your chances of getting at least one frame you’re happy with.

Keep the Camera Steady

With the relatively slow shutter speeds, camera shake can be an issue in lower light. Hold your breath when pressing the shutter button and keep the camera as steady as possible to avoid blur.

Experiment with Different Films

While ISO 400 film is recommended, don’t be afraid to experiment with different film stocks to find the look you prefer. Each film has its own color rendition, contrast, and grain structure.

Developing Your Film: Options and Considerations

Once you’ve shot a roll of film with your Heyday camera, you’ll need to get it developed. Here are the main options:

Local Photo Labs

Many cities still have professional photo labs that develop film. These typically offer the fastest turnaround (sometimes same-day service) and the benefit of face-to-face interaction with knowledgeable staff who can provide advice.

Drop-Off Services

Some drugstores, big-box retailers, and camera shops offer film development services, though they typically send the film to centralized processing centers. These are convenient but offer less control over the development process.

Mail-In Services

Numerous mail-in development services have emerged in recent years. Companies like The Darkroom, Memphis Film Lab, and Process One offer high-quality development and scanning, though turnaround times typically range from 1-3 weeks including shipping.

Home Development

For the adventurous, developing film at home is entirely possible, particularly for black-and-white film which requires relatively simple chemistry. While there’s an initial investment in equipment and chemicals, home development can be more economical in the long run and gives you complete control over the process.

When choosing a development service, consider these factors:

• Cost: Prices typically range from $10-25 per roll for development and scanning
• Scanning resolution: Higher resolution scans cost more but capture more detail
• Turnaround time: How quickly do you need your images?
• Special services: Some labs offer push/pull processing, cross-processing, or other special treatments

For your first few rolls, I recommend using a reputable local lab if available, or a well-reviewed mail-in service. This ensures you get quality results while you’re still learning the characteristics of your camera.

Maintenance and Care for Your Heyday 35mm Camera

While the Heyday camera isn’t a high-end piece of equipment requiring meticulous maintenance, proper care will extend its lifespan and ensure consistent performance:

General Cleaning

• Body: Wipe the camera body with a slightly damp cloth to remove dust and fingerprints. Avoid using harsh cleaning chemicals that might damage the plastic.
• Lens: Use a microfiber cloth or lens tissue to gently clean the lens. For stubborn smudges, breathe lightly on the lens first to create a small amount of moisture.
• Viewfinder: Use a cotton swab or the corner of a microfiber cloth to clean the viewfinder if it becomes dirty.

Storage Recommendations

• Store the camera in a dry place away from extreme temperatures
• Consider using a small camera pouch or case for protection
• Remove batteries (if applicable) during long-term storage
• Avoid storing the camera in humid environments like bathrooms

Handling Precautions

• The camera’s plastic construction means you should avoid dropping it or subjecting it to strong impacts
• Keep the camera away from water and sand
• Don’t force any of the mechanisms if they seem stuck
• Avoid leaving the camera in hot cars or direct sunlight for extended periods

When to Retire the Camera

The Heyday camera isn’t designed to last decades like premium film cameras. If you notice consistent issues like light leaks, film transport problems, or flash malfunctions, it might be time to replace the camera. Given its low cost, repair isn’t typically economical.

Accessories for the Heyday 35mm Camera

The Heyday camera’s simple design means it doesn’t support many dedicated accessories, but there are some complementary items that can enhance your experience:

Essential Accessories

• Camera case or pouch: A small protective case will prevent scratches and minor damage
• Wrist strap: If your camera didn’t come with one, a basic wrist strap adds security
• Film case: A small container to store and protect unexposed or exposed film

Optional Enhancements

• Colored filters: Small transparent filters held in front of the lens can create interesting color effects
• Film retriever: A small tool to help retrieve film leader if it gets fully rewound into the canister
• Film journal: A notebook to track your shots, camera settings, and lighting conditions

While there’s no ecosystem of dedicated lenses or flashes for the Heyday camera, its simplicity is part of its charm. The focus remains on the fundamentals of photography rather than accumulating gear.

The Real-World Performance: What to Expect from Your Photos

After discussing all the technical aspects, you’re probably wondering: what will my photos actually look like? Based on my experience and the feedback from other users, here’s what you can realistically expect:

Image Quality

The Heyday camera produces images with a distinctly lo-fi aesthetic. Photos typically have:

• Moderate sharpness in the center, with softening toward the edges
• Noticeable vignetting (darkening of corners)
• Sometimes unpredictable exposure, particularly in challenging light
• Occasional light leaks or flares, especially in older or heavily used cameras

This isn’t necessarily a negative—many photographers specifically seek out this aesthetic for its nostalgic, dreamy quality.

Color Rendition

The camera’s lens and relatively simple construction mean that colors are typically:

• Less saturated than digital images
• Warmer overall tones, particularly with indoor lighting
• Subject to the characteristics of whatever film you’re using

Common Quirks and Issues

Like any camera, especially at this price point, the Heyday has some quirks to be aware of:

• The viewfinder doesn’t perfectly match what the lens captures (parallax error)
• The automatic exposure can struggle with backlit subjects
• The flash may sometimes cause overexposure at close distances
• Film advance can occasionally be sticky or inconsistent

The Joy Factor

Despite these technical limitations, there’s something genuinely magical about the photos from simple cameras like the Heyday. The combination of film’s organic quality with the camera’s imperfections often results in images with character and emotion that perfectly polished digital photos sometimes lack.

My Personal Experience with the Heyday 35mm Camera

I’ve now shot over a dozen rolls with my Heyday camera, taking it everywhere from family gatherings to road trips to everyday walks around my neighborhood. What keeps me reaching for it, despite owning more “serious” cameras, is its unintimidating presence and the unique aesthetic it delivers.

Some of my favorite images have come from this humble camera—not because they’re technically perfect, but because they capture moments with an authenticity and nostalgic quality that feels increasingly rare in our filtered, curated digital world.

I’ve found the camera particularly shines when shooting:

• Casual portraits of friends and family
• Travel snapshots with interesting light
• Everyday scenes that benefit from a touch of nostalgia
• Situations where a larger, more obvious camera might be intrusive

I’ve also found it to be an excellent conversation starter. The distinctive look and the fact that it’s a film camera often leads to interesting interactions with strangers and provides an opportunity to share the joy of analog photography.

Final Verdict: Is the Heyday 35mm Camera Right for You?

After exploring every aspect of the Heyday 35mm camera, the question remains: should you buy one? Here’s my assessment for different types of photographers:

Perfect For:

• Complete beginners looking to try film photography with minimal investment
• Parents wanting to introduce children to photography in a tangible, screen-free way
• Casual photographers seeking a fun secondary camera for spontaneous shooting
• Film enthusiasts who appreciate lo-fi aesthetics and embrace imperfection
• Anyone on a tight budget who still wants the authentic film experience

Perhaps Look Elsewhere If You’re:

• A professional needing reliable, high-quality results for paid work
• A technical perfectionist who values precise control and sharpness
• Someone who shoots primarily in challenging lighting conditions
• A photographer looking for a long-term investment camera

Ultimately, the Heyday camera represents exactly what it aims to be: an accessible, affordable entry point into the world of film photography. It doesn’t pretend to compete with premium cameras, nor does it need to. Instead, it offers a genuine film experience without the barrier to entry that often comes with film photography.

The magic of the Heyday 35mm camera lies not in technical excellence but in making the joy of film photography accessible to everyone. And in a world where photography is increasingly dominated by computational algorithms and instant gratification, there’s something profoundly refreshing about the simplicity, unpredictability, and tactile nature of shooting with this modest camera.

Whether you’re new to film or a seasoned photographer looking for a carefree shooting experience, the Heyday 35mm camera offers a reminder of what photography is all about: capturing moments, expressing creativity, and enjoying the process along the way. At its remarkably low price point, it’s hard to think of a reason not to add one to your collection.

So go ahead—grab a Heyday camera, load up a roll of film, and rediscover the simple joy of making photographs without overthinking it. The results might surprise you, and the experience will almost certainly delight you.