“Polaroid instant photography is back,” declared the company in its April 28 press release. The company announced a film camera that instantly creates prints, called the Polaroid 300. The camera retails for $90 and prints business card-sized photos.
The Polaroid 300 has a simple boxy body that includes classic Polaroid instant film, four scene modes, and an automatic flash. The camera has very basic features, but the company expects it to recharge its brand.
“We are thrilled,” said Giovanni Tomaselli, managing director of the Summit Global Group, which licenses Polaroid products. “The Polaroid Movement is one that we heartfully embrace and intend to build upon by reaching the creative community and global Polaroid fans alike.”
Polaroid’s strategy of “reaching the creative community” includes hiring pop singer Lady Gaga as its creative director. According to the company, she attended a few brainstorming sessions in Tokyo. The company hinted that the Polaroid 300 is a sign of things to come, calling it “the first of many new products.” Perhaps a Lady Gaga inspired camera phone?
Polaroid is partnering with other brands, including Fujifilm, to develop “new technologies , products and distribution,” according to the press release. Polaroid is also partnering with ZINK Imaging to create inkless printing solutions, some of which they say will be released later this year.
For now, the Polaroid 300 will have to satisfy the instant photography movement. It is available immediately from Bloomingdales, J&R and Polaroid.com. Ten-packs of Polaroid instant film will sell for $10.