The $25 camera came pre-loaded with a film roll of 100 exposures, and could be mailed to Eastman's headquarters in Rochester with $10 for processing. The camera would be returned with prints, negatives, and a new roll of film. Additional rolls were also sold for $2 to professional photographers who wished to develop their own photographs.[35] By unburdening the photographer from the complicated and expensive process of film development, photography became more accessible than ever before. The camera was an immediate success with the public and launched a fad of amateur photography.[33] Eastman's advertising slogan, "You Press the Button, We Do the Rest", soon entered the public lexicon, and was referenced by Chauncey Depew in a speech[33] and Gilbert and Sullivan in their opera Utopia, Limited.[36]