Fujifilm commits to instant photography
In a new marketing push, Fujifilm has relaunched its line of instant cameras and films, acknowledging the "considerable growth" in that sector
Author: Olivier Laurent
09 Sep 2011 Tags: FujifilmInstant camerasInstax
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.
Comments
I'm 28 and cant wait to get this camera! Instant film is awesome. Thanks for bring it back.
Fuji is just recommitting to an already existing product line - it's still great news though! Particularly in light of the other film cancellations Fuji has recently announced.
If anyone can be credited with "bringing it back" in any way, it's the people at The Impossible Project who have been generating the buzz that Fuji - and Polaroid - are riding right now.
Instax film has never gone away. You can pick up a camera for a £1 from a car boot sale and still buy the film on the high street.
Impossible Project, whilst admirable in cause isn't worth the massive cost imo. Fuji plump some money into this line and get the films a bit nicer or maybe make a polaroid fitting for the films and they'll own this market and there IS a big market for it.
Impossible is the Market Maker
It is good the promotions of Impossible are also affecting Fujifilm. Now all it has to do is cause consumers to buy instant films. Many do! Let's hope even more people want actual photographs rather than transient images on FB. And there is even another new instant film in development called New55. Google it.
I have a Fuji Instax 500AF and I love using Instax film. Camera and film quality are both exceptional. I also have a Mini 50, although the camera quality isn't quite as good, and the prints smaller, though many consider this a plus. Bringing either of these cameras to a gathering ensures non-stop conversation. and interest..
I haven't bought Impossible film yet as it is a bit expensive when considering the quality of the prints, which at the moment are, I believe, unpredictable, but I'm sure this may well improve eventually.
However, I will continue to use Fuji Instax with confidence.
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