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Polaroid Film Returns to Shop Shelves

Gordon Kelly by

Polaroid Film Returns to Shop Shelves

It was a sad day when Polaroid finally stopped producing film for its iconic SX70 and 600 cameras back in 2008. In fact so sad the film is now back...

The Impossible Project - a team of investors and aficionados - so-called because of the task at hand has managed to pull off the impossible and once again get film for the cameras manufactured again and back into stores.

These stores will include chains around the World and include John Lewis in the UK. The plan is to have one million films sold in the first year, increase that to 3m in 2011 and potentially reach 10m per year over time. Yes, they may be crazy as they come, but The Impossible Project believes demand for these cameras is actually going to steadily increase.

Much like The Impossible Project, you'll need to be a hardcore fan to once more take the plunge since the film will cost a whopping €18 for just eight sheets - or £2 per shot.

As for Polaroid itself, the company went into receivership in 2001, was saved, then collapsed again in 2008. Since then Chinese business group Summit has bought the brand name and uses it to make the cameras and printers such as the innovative PoGo. The announcement of the replacement film isn't to be confused with the re-imagined Polaroid TWO which instead uses PoGo instant print technology.

So 'Impossible' or just plain madness? You decide...

Link:

via The Telegraph

Go to comments

lifethroughalens

March 23, 2010, 4:03 pm

"...but The Impossible Project believes demand for these cameras is actually going to steadily increase."





I agree with them, there is a massive market for Polaroid. I can also see it actually growing...you gotta love analogue. But, and it's a big but...at those prices it'll be dead again within 18 months.





No one will pay £2 per shot! That's just stupid. Reduce that by a factor of 10 and it will have a chance; at 20p per photo it all makes sense.

Ben

March 23, 2010, 9:47 pm

It was too expensive when it used to cost me £1 a shot to feed mine; I have no interest in paying £2! My Polaroid camera is long gone, anyway.

Jay4d0

March 23, 2010, 10:09 pm

why would anyone be using polaroid in this day and age, the size of the photo is of limited use and you cannot blow them up like you would from an old film camera, and digital cameras produce better quality photos now, so why? (apart from the police when they use them for evidence photos)

Spunjji

March 25, 2010, 6:10 am

I think Ben said it all, really. Too much for ask for awful photo quality. I never quite understood Polaroid fetishism, it strikes me as being similar to Morris Minor ownership clubs.

MrGodfrey

March 27, 2010, 4:55 pm

Spunji: I'd have thought it's fairly obvious, the appeal is in having instant prints - not the next day, not in an hour after processing or after you get to the nearest printer. Sure, you can instantly look at a captured image on an LCD, but some people still prefer a physical print and there is no quicker way to get one. The nearest digital equivalent is Polaroid's own Pogo range, which still have awful print quality, and require you to carry two devices (camera and printer - plus cables etc).





You may not see the need, but at least Polaroid does have a unique selling point - plus it has specific uses, such as test prints for some medium and large-format cameras. If you really want to see photographic 'fetishism', look at the market for the overpriced Lomo compact, whose effect could be copied by simply smearing grease on the lens of any malfunctioning camera (the equivalent of the Lada ownership club perhaps).

Bertie

March 28, 2010, 12:12 am

I can't see it even getting off the ground - at least in the UK.





Very expensive muddy ephemeral prints; mine didn't last 10 years.

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