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Polaroid Snaps Back Into the Camera Business

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Polaroid cameras - and I can't quite believe I'm saying this - are back!

Well sort of. Summit Global, which signed an exclusive five year licence agreement for use of the Polaroid Brand in digital imaging categories back in June, has announced a Polaroid instant film digital camera. Yep, it's a mouthful - but you get the gist.

The move will re-imagine the famed Polaroid ONE 600 (pictured) with the Polaroid products (unimaginatively) codenamed 'TWO' and 'THREE'. The duo are digital versions of the classic camera and will be able to print out 4in x 3in photos directly (likely using PoGo technology).

"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 Summit Global MD Giovanni Tomaselli. He also confirmed that Polaroid will continue to develop its ZINK (Zero Ink) technology.

So is this a welcome move and do we still hunger for the days of physical photos or are Polaroid cameras a warmly remembered relic from the past that should be left in peace (much like all those horrendous Hollywood remakes? It's the Karate Kid next... the Karate Kid!). I guess you know where I stand on this then...

Link:
Press Release (via tradingmarkets.com

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