Interesting question, because I have wondered the same thing. I have the impression that it is larger then 8X10. I was thinking at least 11X14 and maybe 16X20. If I were guessing, and it is only a guess...I would put my money on Wisner and I would hazard that whoever it is will have an ad campaign promoting their camera consistent with the Chev ad. It will be interesting to learn "the rest of the story".