Joe, my best friend ever, and I shot weddings in the late 60s and early 70s. We shot the bridal portrait with a 4x5 Speed Graphic, and shot the wedding with a Minolta 102, IIRC, and my Practica LTL. (when we acquired a Mamiya 645 kit we thought we'd died and gone to heaven!) We had the film, Vericolor Professional, processed by a local pro lab, and did the printing ourselves, using a Omega B22 with a color head. Joe was a wizard printer.
The bride and her mother were furnished with proofs, probably 4x5 from which she selected shots to be printed larger. There was a set fee for the bridal portrait and the wedding shots; plus extra for added prints. We set our pricing to be competitive with other services, but never tried to undercut them. IIRC Joe and I kept ownership of the negatives. Where they are now I don't know.
Joe and I also shot sports events, especially high school wresting tournaments; and some product shots. The wrestling tourneys which lasted two or three days we shot in BW so that we could have proofs available the next evening. Pretty rough on two guys with regular day jobs! We never could quit our day jobs since we'd then lose our health insurance. Do note that this was all more than forty years ago. From what I hear now wedding photography is a hellish way to attempt to make a living.
In Richmond, Va at this time Wendell Powell was The Man for wedding pictures. I should know, he shot my first marriage in 1967. Really high quality, traditional coverage. Joe and I did, however, catch a guest falling into a lily pond at an outdoor ceremony! I can't imagine Powell studios being ready for that back in the day!!