was the result of 25 years experience and concentrating on a single camera type". Peesel asked to see all the plans for new products so that he could evaluate them. But in reality, few were actually built: the Rollei 35, a miniature camera that used industry standard 35 mm film the SL 66, a counterpart to the Hasselblad 500C the Rolleiscop slide projector The Rolleiscop was a compact, upright slide projector that transported slides via a gravity-fed, conveyor belt system. The slides were stacked one behind the other into proprietary, slotless magazines. Each had a capacity of 32 slides (with glass frames), or 72 slides (with cardboard frames). Different sized slides could be mixed together as long as their frames were of uniform thickness and not warped. Peesel also increased the advertising budget significantly and reorganised production to improve efficiency. In addition, he laid off 110 out of 120 supervisors and instigated a company-wide employee suggestion scheme. Rollei's new products found favour with its customers, which helped to boost its annual turnover by 30% in comparison to 1963 – the year that the company posted losses in the midst of the first economic downturn since the war. Turnover increased from 24 million DM in 1964 to 85 million DM in 1970. Others products that followed were less successful, yet the company kept on building new factories that were inappropriate to the size of their business. Rolleiflex SL66 Although there had been speculation in the trade press over a future Super Rolleiflex for some time, it was not until 1966 that the SL66 finally appeared, SL being an abbreviation for single lens. It was a sophisticated system camera, a camera at the heart of an extensive range of interchangeable components. The SL66 had built-in bellows, as well as a pivoting front (lens) standard that could be tilted back and forth by 8°, thus allowing the region of sharpness to be manipulated according to the Scheimpflug principle. In addition, the lens could be mounted in reverse, thereby enabling macrophotography without additional equipment. With the normal lens reversed and the bellows extended by 50 mm, close-up photography with a magnification ratio of 1.5× was possible. An SL66 fitted with a normal lens (f/2.8, 80mm) cost 2,778 DM, and several interchangeable lenses were available: Distagon f/4, 50 mm (1,075 DM) Sonnar f/4, 150 mm (1,075 DM) Sonnar f/5.6, 250 mm (1,075 DM) Tele-Tessar f/5.6,