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Simply because it was too expensive. Better color film techniques also became available in the 1960's.

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One reason the American film industry didn't primarily use color Photography until the 1960's was the higher production costs associated with color film compared to black and white. Additionally, there was resistance from filmmakers and studios who believed that black and white conveyed a sense of artistry and seriousness that color might detract from. Lastly, there were technical limitations and challenges in early color film processes that hindered widespread adoption.

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Q: What is one reason the American film industry didn't primarily use color photography until the 1960's even though the technology was available much earlier?
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