Polaroid to re-launch its instant cameras
A project to produce a new series of instant films has led Polaroid to announce that it will restart production of its instant cameras
In a joint press conference, both The Impossible Project, which has been behind a drive to launch a new version of the legendary instant film, and Polaroid announced that the latter will restart production of its instant cameras.
'The new licensee of the Polaroid Brand – The Summit Global Group – will re-launch some of the most famous Polaroid Instant Cameras and is therefore commissioning The Impossible Project to develop and produce a limited edition of Polaroid branded Instant Films in the middle of 2010,' a statement reads.
It continues: 'Summit Global held a press conference on 13 October 2009 in Hongkong, outlining their plans to re-produce some iconic Polaroid Instant Cameras and to bring them to the market in 2010 in a strategic relationship with The Impossible Project.'
The Impossible Project says it 'is proud and excited that its ambitions and all the relentless work that has already been invested are now becoming the foundation for Polaroid's comeback as a producer of instant cameras.'
The Impossible Project, as revealed by BJP early this year, is working in collaboration with Harman Technology in the UK to produce a new black-and-white instant film. In an exclusive interview with BJP in August, Howard Hopwood, chairman at Harman, said that his company had completed the first laboratory prototype of a black-and-white instant film designed for SX-70 and 600 Polaroid cameras.
'We've now seen the first working images,' said Kaps. These images are good, but are Sepia in colour, instead of the black-and-white look expected. 'But we know why that is and we can fix that,' he told BJP.
'We looked at what we needed to do to make this film work,' Hopwood addes. 'We had to take a different approach because the components used by Polaroid are not being made anymore.' The result is different from what a 'true' Polaroid looks like, while keeping many of the aspects that made the instant film so popular with photographers, says Harman and Impossible. 'On a pilot scale, we can make a product fairly similar to Polaroid,' claims Hopwood.
The two firms, which entered in this partnership earlier this year, are now in negotiations to determine the next step. The discussions relate to the new film's name, branding and market position.
The Impossible Project is working with another European company to develop a new colour instant film.
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