The major re-launch of Fujifilm's Instax range of instant cameras and accompanying films comes three years after Polaroid pulled out of the instant photography market and Impossible launched its own initiative to revive the technology.
"The market for instant photography has grown considerably in recent years and we felt the time was right to re-launch and re-brand our Instax range," explains Gabriel Da Costa, product manager from Fujifilm.
Fujifilm is targeting 15-25 year old females and has already announced that it will take out advertisements in relevant magazines to promote the range. "We've also launched www.instax.co.uk together with a Facebook page to really help push instant photography."
Fujifilm has four cameras in its range - the Instax Mini 7S, the Instax Mini 25, the Instax Mini 50 and the Instax 210. "All models feature built-in, automatic flash that makes them ideal for night clubs, concerts and parties. The Mini 50S comes with a motor driven, two-position lens that allows the user to shoot close-up images. This model also features a self-timer that allows for two images to be taken with a single click, ideal for group shots," says Fujifilm.
Da Costa banks on the fact that camera phone and digital compacts users will want to experience "the thrill of an instant print." He says: "There's a whole generation who missed out on the 'golden age' of instant photography and we're confident that the Instax range will prove to be a big hit with today's tech-savvy youth."
For more details, visit www.instax.co.uk.
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