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Polaroid Aims to Recapture Tradition in the Digital Age

Polaroid Brings Instant Film Into the Now

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Jon Pollock, Polaroid’s Chief Marketing Officer, spoke with WebProNews about the new addition to their Polaroid collection during CES 2010 in Las Vegas. In 2008 Polaroid ended its line of Instant Film cameras, but  the company has decided to bring back its traditional Polaroid OneStep camera. Althought the Polaroid camera will contain many of the same qualities as previous ones, this time it will have a contemporary twist.

Pollock discussed how many individuals, including artist and photographers, showed their appreciation towards the Polaroid camera, and pleaded for its return. In November of 2009, Polariod made the announcement that it was bring back classic film.  Pollock said this camera “really represents Polaroid.”

Polaroid’s new Creative Director, Lady Gaga, stated she was excited to help Polaroid take its Instant Film into the digital age.

The New Polaroid offers:

  • flash
  • red-eye reduction
  • self timer

The new Polaroid will be available in sliver or a wooden look right around the holidays this year. The price has not been established. 

Polaroid Aims to Recapture Tradition in the Digital Age
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  • PhillipP

    All of the Polaroid cameras produced in the last two decades have had flash. Red eye reduction and a self timer were available on many of the last Polaroids. Also, Polaroid is NOT bringing back the film. A separate company based in Europe is reinventing the film from currently available components and will be selling it to Polaroid for resale. Please research your facts before just publishing what you were told.

  • Ali Ord

    Hi Phillip, Thanks for reading.

    The information presented was based entirely on the Polaroid presentation from this year’s CES in Las Vegas. I’m sure as the new cameras get closer to launch more details will become available.

    I appreciate your comment and hope to see more of your insight on WPN articles.

  • Lily

    “The information presented was based entirely on the Polaroid presentation from this year’s CES in Las Vegas.” That’s your excuse for lazy reporting? Especially with the COMPLETELY INCORRECT HEADLINE saying “Polaroid is bringing back instant film.” Polaroid was very careful to avoid saying that THEY were the ones bringing back film and if you had done a modicum of research you would’ve discovered that fact.

    http://www.wired.co.uk/wired-magazine/archive/2009/12/features/the-impossible-project-reviving-instant-photography.aspx?page=all

    http://polapremium.com/news?date=2009-10-13