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posted on Oct 15, 2009 at 7:56PM
ARTICLE HIGHLIGHTS

Polaroid Brings Back Instant Photography

By Emily Raymond
  • Polaroid revival
  • Instant film
  • New digital camera/printer in 2010
  
 

Polaroid is banking on its past to buoy up its future as it announced plans to “re-launch” instant photography. The company is revamping its business model to attract a fresh generation of consumers by distributing instant analog film and introducing a new digital camera that can print pictures instantly.

“With significant marketing effort being applied to instant photography, both with the re-launch of instant film and through product line expansion of the digital formats we will introduce the Polaroid brand to younger consumers and ready them for a lifetime of Polaroid experiences,” said Giovanni Tomaselli, managing director of Summit Global, the group that has licensed the Polaroid brand, in the Oct. 13 press release.

Polaroid already has one digital camera and instant printer called the PoGo. The 5-megapixel camera can take pictures and instantly create 2 x 3-inch prints. The company announced plans to introduce another digital camera next year that will produce 4 x 3-inch prints.

Just as cell phones are impinging on digital cameras’ territory, the digital camera is diversifying to include other useful devices such as the printer, in Polaroid’s case. Other examples include the Nikon Coolpix S1000pj with its built-in projector and the Samsung Digimax i50 with its built-in MP3 player. Polaroid hopes that its camera/printer combo can relive the glory days memorialized in the lyrics of an OutKast song: “Shake it like a Polaroid picture!”

 

Highlights