To automatically discriminate negative film from positive film.

The DX code (42a or 42b) of a photographic film is read and analyzed; the photographic film is decided that it is the negative film when the analysis can be performed, the image of the DX code (42a or 42b) is reversed when the analysis can not be performed, then the DX code is analyzed again, the photographic film is decided that it is the positive film when the analysis can be performed; and the reading condition and the exposing condition of the image, or the condition of the color balance of the image and the condition of color density, etc., are set according to whether the DX film is the positive one or the negative one. Thus, operability and operation efficiency are improved, and loss printing caused by erroneous decision by an operator is prevented from increasing.