Heyday Film Camera

Embracing the Charm of Film Photography in a Digital Age

In the world of instant gratification and pixel-perfect digital images, there’s something magical about the suspense and character of film photography. I still remember the first time I held a film camera—the satisfying weight, the mechanical click of the shutter, and the anticipation of waiting to see how my photos turned out. That feeling is exactly what drew me to the Heyday Film Camera, and why I’m excited to share this comprehensive guide with you today.

When I first discovered the Heyday Film Camera at Target last year, I was immediately intrigued. As someone who has dabbled in both digital and film photography for over a decade, I’m always on the lookout for accessible ways to introduce newcomers to the joy of analog photography. The Heyday Film Camera offers an ideal entry point into film photography without breaking the bank or overwhelming beginners with complexity.

In this guide, I’ll walk you through everything you need to know about this charming little camera—from its features and price point to practical tips for getting the most out of your shooting experience. Whether you’re a curious beginner or a seasoned photographer looking for a fun, portable film option, I’ve got you covered.

What Exactly Is the Heyday Film Camera?

Before diving into the specifics, let’s clarify what we’re talking about. Heyday is Target’s in-house electronics brand that offers stylish, affordable products aimed primarily at younger consumers. The Heyday Film Camera is their venture into the world of analog photography—a reusable 35mm film camera designed with simplicity and aesthetics in mind.

When I first unpacked mine, I was struck by its lightweight plastic construction and retro-inspired design. It’s clearly built with both functionality and style in consideration, sporting a compact form factor that easily slips into a pocket or small bag. The camera comes in several eye-catching colors (I personally went with the mint green, though the pastel pink was tempting), making it as much a fashion accessory as it is a photographic tool.

Features: Simple But Effective

The Heyday Film Camera embraces minimalism in its feature set, which I find refreshing in an era of overwhelming options. Here’s what you can expect:

• Fixed focus lens: The camera features a 31mm fixed focus lens that performs best for subjects that are at least 3-4 feet away.
• Simple point-and-shoot operation: There are no complex settings to adjust—just aim and press the shutter button.
• Built-in flash: A small but effective flash that can be toggled on or off with a simple switch.
• Automatic film advance: After each shot, the camera automatically advances the film to the next frame.
• Viewfinder: A straightforward optical viewfinder that gives you a general idea of your composition.
• Film counter: A small window that displays how many shots you’ve taken.

What struck me most when using the camera was how these basic features actually encouraged more creativity in my photography. Without endless settings to tweak, I found myself focusing more on composition, lighting, and the moment I was trying to capture.

Price Point: Affordable Analog

One of the most appealing aspects of the Heyday Film Camera is its price. Currently retailing for around $15-20 (prices may vary slightly depending on promotions), it represents one of the most affordable entry points into reusable film photography on the market. When I compare this to other film cameras I’ve owned—from vintage finds that needed expensive repairs to higher-end models costing hundreds—the Heyday offers remarkable value.

Of course, it’s important to factor in the ongoing cost of film and development. A roll of 35mm film typically costs between $8-15, and development services range from $10-20 per roll (plus scanning if you want digital copies). Even with these additional costs, the initial investment is minimal, making it an accessible option for those curious about film photography.

Where to Buy: Target Exclusivity

As a Target house brand, the Heyday Film Camera is exclusively available through Target stores and their online platform. I’ve found that most physical Target locations stock them in their electronics department, often near the phone accessories or Bluetooth speakers.

When I purchased mine, I noticed that they occasionally go on sale or get included in Target’s frequent “buy more, save more” promotions. If you’re planning to purchase one, it might be worth checking Target’s weekly ads or signing up for Target Circle to catch these deals.

Online availability has been consistent in my experience, though I’ve noticed they occasionally sell out during peak gift-giving seasons (particularly around the holidays and graduation time). If you’re interested in a specific color, you might want to grab it when you see it rather than waiting.

Film Compatibility: Standard 35mm

The Heyday camera uses standard 35mm film, which is great news for several reasons. First, 35mm is the most widely available film format, found everywhere from specialty camera shops to drug stores and even some supermarkets. Second, virtually every photo lab can process 35mm film, giving you plenty of development options.

In my experimentation with the camera, I’ve used everything from Kodak Gold 200 for warm, nostalgic colors to Ilford HP5 for classic black-and-white shots. The camera handles all standard 35mm films well, though I’ve found that film with ISO 400 tends to give the best results across various lighting conditions.

For beginners wondering about film choice, here are some reliable options I recommend:

• Kodak ColorPlus 200: Affordable color film with a slightly warm tone
• Fujifilm Superia X-TRA 400: Versatile color film that performs well in various lighting
• Ilford HP5 Plus 400: Classic black-and-white film with beautiful grain structure
• Kodak UltraMax 400: Great all-around color film with vibrant colors

Remember that each film stock has its own distinct character, which is part of the fun of film photography! I encourage you to experiment with different films to find your favorites.

Loading Film: A Step-by-Step Guide

Loading film into the Heyday camera is straightforward, but it can be intimidating if you’ve never handled film before. Here’s my process:

1. Open the camera back: Locate the small latch or button (usually on the side of the camera) and slide or press it to open the back panel.
2. Insert the film canister: Place the film canister in the left chamber of the camera. The end of the film should be pointing toward the right side of the camera.
3. Pull out the film leader: Gently pull the film leader (the exposed part of the film) across to the right side of the camera.
4. Insert the leader into the take-up spool: On the right side, you’ll see a take-up spool with slits. Insert the end of the film into one of these slits.
5. Advance the film: Close the back of the camera and press the shutter button a couple of times while advancing the film until the counter shows “1.”

The first time I loaded film into my Heyday, I was nervous about doing it wrong and wasting film. My tip: If you’re completely new to this process, consider practicing with an expired roll of film first, just to get comfortable with the mechanics.

Perfect for Beginners: The Learning Curve

Is the Heyday Film Camera suitable for beginners? Absolutely. In fact, I think it’s one of the best starter film cameras available right now. Its simplicity removes the technical barriers that often intimidate newcomers to film photography.

When I handed my Heyday to friends who had never shot film before, they picked up the basics within minutes. The point-and-shoot functionality means you can focus on framing and capturing moments rather than fiddling with settings. This simplicity creates an approachable entry point into the world of film photography.

That said, there is still a learning curve. Film requires a different mindset than digital photography:

• You can’t instantly review your shots
• You have a limited number of exposures per roll
• You need to be more deliberate about your compositions
• You must consider lighting conditions more carefully

I find that these “limitations” actually enhance the experience. They force you to slow down, observe more carefully, and be more intentional with each frame. For beginners, this can be a wonderful way to develop core photographic skills that translate to any camera you might use in the future.

Flash Performance: Simple But Effective

The built-in flash on the Heyday Film Camera is a simple on/off affair, activated by a small switch on the front of the camera. In my testing, I’ve found the flash to be surprisingly effective for indoor shots and fill light in shadowy outdoor situations.

The flash has a range of approximately 4-10 feet, making it suitable for portraits and small group shots. It’s powered by a single AA battery, which is easy to replace when needed. I’ve found that one battery lasts through several rolls of film with moderate flash usage.

One thing to note is that the flash recycle time (the time it takes to recharge between uses) is relatively slow—about 6-8 seconds in my experience. This means you’ll need to be patient when taking consecutive flash photos. I’ve missed a few moments waiting for the flash to recharge, so keep this in mind when shooting in situations that require flash.

The flash produces that classic “direct flash” look that has become trendy again in recent years—slightly harsh, but with a certain authentic charm that works well for casual snapshots and party photos. If you’re looking for subtle, professional lighting, this isn’t it—but that’s part of its character.

Comparison to Other Film Cameras

How does the Heyday stack up against other film cameras on the market? I’ve used everything from disposable cameras to professional film SLRs, and I can say that the Heyday occupies a unique middle ground.

Compared to disposable cameras (typically $15-20 for a single-use camera), the Heyday offers better value in the long run since you can reuse it with multiple rolls of film. In my experience, the Heyday also produces slightly better image quality than most disposables, with sharper images and more consistent exposures.

When compared to vintage point-and-shoot cameras from the ’80s and ’90s (which can range from $50-300+ on the resale market these days), the Heyday offers simplicity and reliability without the worry of mechanical failure in decades-old equipment. While vintage cameras often have more features and potentially better optics, they can be a gamble in terms of functionality.

Against premium modern film cameras like the Fujifilm Klasse or Contax T2 (which command prices of $500-1500+), the Heyday is obviously much more basic. However, I’ve found that the unpretentious nature of the Heyday allows me to shoot more freely without the anxiety that comes with carrying an expensive camera.

The closest competitors in terms of price and purpose would be cameras like the Kodak M35, Ilford Sprite 35-II, or the Lomography Simple Use reloadable camera. In this category, the Heyday holds its own, offering similar functionality at a competitive price point with the convenience of Target’s widespread retail presence.

Black-and-White Photography: Artistic Possibilities

One of my favorite aspects of film photography is shooting in black and white, and the Heyday Film Camera handles this beautifully. Since the camera accepts any standard 35mm film, you can easily load it with black-and-white film stocks like Ilford HP5, Kodak Tri-X, or Kentmere 400.

Black-and-white photography with the Heyday creates a timeless quality that I find particularly appealing. The camera’s fixed lens and simple exposure system seem to work especially well with high-contrast scenes when shooting black and white. I’ve captured some of my favorite street photography and portraits with this combination.

For beginners interested in trying black-and-white film, I recommend starting with more forgiving films like Ilford HP5 or Kodak T-Max 400. These films have good exposure latitude, meaning they can handle some under or overexposure while still producing usable images—perfect for learning on a simple camera like the Heyday.

One technical note: If you’re switching between color and black-and-white films, remember that many labs process them differently. Make sure to specify which type of film you’re dropping off for development.

Image Quality: Realistic Expectations

Let’s be honest about image quality—the Heyday Film Camera is not going to produce results comparable to a high-end film camera with premium optics. But that’s not really the point.

In my experience, the Heyday produces images with a distinctive character that has its own appeal. The fixed plastic lens creates photos with reasonable sharpness in the center, with some softness and vignetting (darkening) around the edges—especially noticeable when shooting with the flash. Colors tend to be punchy and slightly warm, particularly when paired with consumer-grade films like Kodak Gold or Fuji Superia.

What I’ve come to appreciate about the Heyday’s image quality is its unpredictability and charm. Like many simple film cameras, it occasionally produces unexpected results—light leaks, unique flares, or happy accidents that add character to your photos. These “imperfections” are increasingly valued in our era of clinical digital perfection.

For best results, I recommend shooting in good lighting conditions and keeping your subject at least 4-5 feet away from the camera. The fixed focus lens performs best at middle distances (around 6-15 feet), making it ideal for group shots, street photography, and travel scenes rather than extreme close-ups.

Portability: Take It Anywhere

One of the Heyday’s greatest strengths is its portability. Weighing just a few ounces and measuring roughly 4.5 x 2.5 x 1.5 inches, this camera easily slips into a pocket, small purse, or backpack pocket. I’ve taken mine hiking, to concerts, on beach trips, and to casual gatherings without it ever feeling burdensome.

The lightweight plastic construction, while not premium, contributes to this portability. I’ve found this particularly valuable for travel—the camera is so light that I never think twice about bringing it along, unlike some of my heavier film cameras that sometimes get left behind due to weight considerations.

The camera’s unobtrusive design also makes it perfect for candid photography. Unlike larger cameras that can make subjects self-conscious, the Heyday’s toy-like appearance puts people at ease, resulting in more natural expressions and moments. I’ve captured some wonderfully spontaneous shots at parties and gatherings where a more serious-looking camera might have changed the atmosphere.

User Reviews: The Consensus

I’ve spent considerable time reading user reviews and talking to other Heyday camera owners to get a broader perspective beyond my own experience. The consensus seems to align with my findings—most users appreciate the camera for what it is: an affordable, fun introduction to film photography.

Positive comments frequently mention:

• The attractive retro design and color options
• Ease of use for beginners
• The affordable price point
• The fun factor of using film
• The unique character of the images

Common criticisms include:

• Inconsistent exposure in challenging lighting
• The plastic construction feeling somewhat flimsy
• Limited control over photographic settings
• The viewfinder not being perfectly aligned with what the lens captures

One interesting pattern I’ve noticed in reviews is that expectations play a huge role in satisfaction. Those who approach the Heyday understanding its limitations and embracing its simplicity tend to be delighted with the results. Those expecting professional-grade performance at this price point are inevitably disappointed.

As one reviewer aptly put it: “It’s not about technical perfection—it’s about capturing memories with character.” I couldn’t agree more.

Warranty and Support

The Heyday Film Camera comes with Target’s standard return policy, which typically allows returns within 90 days if the item is unused and in original packaging. For used items, the policy is more restrictive, usually allowing returns for defects only.

In my experience and research, there isn’t a specific extended warranty offered for the Heyday camera. This is fairly standard for products in this price range. Given the relatively low cost, most users treat the camera as a relatively disposable item—if it stops working after extensive use, purchasing a new one is often more practical than seeking repairs.

That said, Target’s customer service is generally responsive to issues with their house brands. If you encounter a problem with your camera shortly after purchase (such as a non-functioning flash or film advance), bringing it back to the store with your receipt will typically result in a replacement or refund.

Film Rewinding and Removal

Once you’ve shot all the frames on your roll (typically 24 or 36 exposures, depending on the film you purchased), you’ll need to rewind the film before opening the camera. Here’s my process:

1. Locate the rewind button: On the bottom of the camera, there should be a small button that releases the film tension.
2. Press and hold the rewind button: While holding this button down, use your other hand to turn the rewind crank (usually located on the top left of the camera) clockwise.
3. Continue rewinding: Keep turning the crank until you feel the tension release, indicating that the film has completely rewound into its canister.
4. Open the camera back: Once the film is fully rewound, you can safely open the back of the camera without exposing your photos to light.
5. Remove the film canister: Take out the film and store it in a cool, dark place until you’re ready to have it developed.

The first time I rewound film in my Heyday, I was nervous about doing it correctly. My advice is to be gentle but firm with the rewinding process. If you feel significant resistance, double-check that you’re pressing the rewind button completely and turning in the correct direction.

Compatible Accessories

While the Heyday Film Camera is designed to be simple and self-contained, there are a few accessories that can enhance your experience:

• Camera case or pouch: While Heyday doesn’t make official cases, I’ve found that small neoprene pouches or soft camera cases work well for protection. Personally, I use a padded sunglasses case that fits perfectly.
• Wrist strap: The camera comes with a basic wrist strap, but you can replace it with any standard camera strap for added security and style. I attached a colorful paracord wrist strap to mine.
• Film case: Small plastic containers designed to protect undeveloped film are useful if you’re carrying multiple rolls. I keep a couple in my bag at all times.
• Lens cleaning cloth: Though the lens is fixed and protected, keeping a microfiber cloth handy helps maintain clear images by removing dust and fingerprints.

Unlike more advanced cameras, the Heyday doesn’t support additional lenses, external flashes, or other sophisticated accessories. This limitation is actually part of its charm—there’s nothing to upgrade or modify, allowing you to focus entirely on taking pictures.

Exposures Per Roll: Making Each Shot Count

The Heyday Film Camera uses standard 35mm film, which typically comes in 24 or 36 exposure rolls. This means you can take either 24 or 36 photos before needing to rewind and replace the film.

I’ve found that this limitation fundamentally changes how I approach photography. With only 24 or 36 shots available—and no way to delete mistakes—I find myself being much more deliberate about what I choose to capture. This mindfulness is one of film photography’s greatest gifts.

For beginners, I recommend starting with 24-exposure rolls. They’re slightly cheaper and develop faster, allowing you to learn from your results more quickly. As you become more confident with the camera, 36-exposure rolls offer better value per frame.

Keep in mind that the frame counter on the Heyday isn’t always perfectly accurate. I typically stop shooting when I reach the stated number of exposures, but gently continue advancing the film until I feel resistance, which indicates the end of the roll. This sometimes gives me an extra shot or two!

Reusable, Not Disposable

A common question about the Heyday Film Camera is whether it’s reusable or disposable. To be absolutely clear: the Heyday is a fully reusable film camera that you can load with new film again and again.

This reusability is what makes it such a good value compared to disposable cameras. While the initial cost is similar to a disposable, the ability to reuse the Heyday for multiple rolls of film makes it much more economical in the long run. I’m on my fifteenth roll with my original Heyday, with no signs of issues so far.

The environmental aspect of a reusable camera is also worth mentioning. In an age where we’re increasingly conscious of single-use plastics and waste, choosing a reusable camera over disposables is a small but meaningful step toward more sustainable photography habits.

Learning Resources: Tutorials and Tips

While the Heyday camera is designed to be intuitive, there’s still a learning curve to film photography in general. Here are some resources I’ve found helpful:

• YouTube tutorials: Searching “Heyday Film Camera tutorial” or “beginner film photography” yields numerous helpful videos. I particularly recommend channels like “Negative Feedback” and “Willem Verbeeck” for film photography basics.
• Film photography forums: Communities like r/AnalogCommunity on Reddit are welcoming to beginners and full of knowledgeable film photographers willing to answer questions.
• Local photography classes: Many community colleges and camera shops offer basic film photography workshops. Even if they’re not specific to the Heyday, the principles of film exposure and composition are universal.
• Instagram hashtags: Following tags like #HeydayCamera or #FilmPhotography can provide inspiration and connect you with other users of the same camera.

When I started with film photography, these resources were invaluable in helping me understand not just how to operate the camera, but how to think about light, composition, and timing in the context of film’s limitations and strengths.

Maintenance and Care

Though the Heyday Film Camera is relatively simple, proper maintenance will extend its life and ensure better photos. Here’s my routine for keeping the camera in good shape:

• Lens care: The lens is the most important part of any camera. I gently clean the front element with a microfiber cloth when needed, being careful not to scratch it. Avoid touching the lens with your fingers.
• Battery management: The flash requires a AA battery. I remove the battery if I know I won’t be using the camera for an extended period to prevent potential leakage.
• Storage: I store my camera in a cool, dry place away from direct sunlight when not in use. Extreme temperatures and humidity can potentially damage the plastic body or affect the mechanical components.
• Gentle handling: While carrying the camera, I’m mindful of the plastic construction. Avoid dropping it or subjecting it to strong impacts, as the internal mechanisms could become misaligned.
• Regular use: Ironically, using the camera regularly helps keep it functioning well. The mechanical parts benefit from occasional operation to prevent stiffness.

The good news is that the Heyday requires minimal maintenance compared to more complex film cameras. There’s no need for professional servicing or complicated cleaning procedures—just basic care and common sense.

Low Light Performance: Managing Expectations

In my experience, low light performance is where the limitations of the Heyday Camera become most apparent. Without manual exposure controls or a particularly fast lens, capturing clear images in dim conditions can be challenging.

The built-in flash helps considerably for subjects within its range (approximately 4-10 feet), but it won’t illuminate larger spaces or distant subjects. The direct flash can also create harsh shadows and the classic “deer in headlights” look if not used thoughtfully.

For better results in low light situations without flash, I recommend:

• Using higher ISO film (400 or 800) which is more sensitive to light
• Keeping the camera extremely steady when shooting to reduce blur
• Finding whatever available light you can and positioning your subjects near it
• Embracing the potential for moody, grainy images as part of the aesthetic

Some of my favorite photos from the Heyday have actually come from pushing its low light capabilities—concert venues with stage lighting, campfires, urban nightscapes with neon signs. While technically imperfect, these images often capture a mood and atmosphere that feels authentic and evocative.

Conclusion: The Joy of Simple Film Photography

After spending considerable time with the Heyday Film Camera, I’ve come to appreciate it not just for what it is, but for what it represents—a return to the fundamentals of photography in an accessible, approachable package.

Is it the highest quality film camera available? Certainly not. Does it offer the control and precision of more expensive equipment? No. But in stripping photography down to its most basic elements—light, composition, and moment—the Heyday offers something valuable: the pure joy of making images without distraction.

For beginners curious about film photography, the Heyday provides an ideal starting point. For experienced photographers, it offers a refreshing simplicity that can reignite creative spontaneity. And for everyone in between, it’s simply a fun, affordable way to capture life’s moments with a unique aesthetic quality that digital still struggles to replicate.

The Heyday Film Camera offers an ideal entry point into film photography without breaking the bank or overwhelming beginners with complexity. In doing so, it carries forward the democratic spirit that has always been at the heart of photography—the belief that creating meaningful images should be accessible to everyone.

So grab a roll of film, load up your Heyday, and head out into the world. The anticipation of waiting to see your images, the surprise of how they turn out, and the tangible connection to the moments you’ve captured—these are the rewards that await. Happy shooting!