
50 Years Later: a Rebirth for Polaroid's 'Instant Cameras'? (fastcompany.com) 46
In 1972, photo prints that developed before your eyes were "downright magical," argues Fast Company — "and still meaningful today."
A new article at Fast Company points out that while Polaroid went bankrupt twice, and stopped making cameras in 2007, "Then an unexpected thing happened: It turned out that even Polaroid couldn't kill Polaroid." Even as instant photography's eulogies were being written, a band of enthusiasts known as The Impossible Project bought the last Polaroid factory that hadn't been hastily dismantled and started producing film packs again. The task required reformulating its own chemistry from scratch, and it was years until the results reached the vicinity of original Polaroid quality. Fans were very patient.
Eventually, the Impossible Project and Polaroid came under the same ownership, adopted Polaroid as the unified brand, and started making instant cameras again. The new models start at $100 and look a lot like that 1977 OneStep, even when they're adorably miniaturized. It's almost as if Polaroid's years in limbo were a bad dream.... Polaroid and several smaller companies refurbish old models, replacing worn parts and otherwise returning them to optimum performance. Repairing an SX-70 generally involves permanently removing its leather, but replacement skins are available in an array of styles, from the traditional to the psychedelic.
Increasingly, yesteryear's Polaroid cameras are springing back to life in surprising ways. Wisconsin-based Retrospekt not only revives old models, but also encases antique innards in new plastic shells, allowing it to sell branding crossovers such as Malibu Barbie and Pepsi-themed Polaroid cameras. Hong Kong's Mint offers a camera called the SLR670 that's really a restored SX-70 accompanied by a gizmo that plugs into the flash port to allow for manual settings. And Open SX-70 is a project to smarten up the SX-70 by replacing its 1970s circuit board with a tiny Arduino computer.
Other things I learned from the article:
A new article at Fast Company points out that while Polaroid went bankrupt twice, and stopped making cameras in 2007, "Then an unexpected thing happened: It turned out that even Polaroid couldn't kill Polaroid." Even as instant photography's eulogies were being written, a band of enthusiasts known as The Impossible Project bought the last Polaroid factory that hadn't been hastily dismantled and started producing film packs again. The task required reformulating its own chemistry from scratch, and it was years until the results reached the vicinity of original Polaroid quality. Fans were very patient.
Eventually, the Impossible Project and Polaroid came under the same ownership, adopted Polaroid as the unified brand, and started making instant cameras again. The new models start at $100 and look a lot like that 1977 OneStep, even when they're adorably miniaturized. It's almost as if Polaroid's years in limbo were a bad dream.... Polaroid and several smaller companies refurbish old models, replacing worn parts and otherwise returning them to optimum performance. Repairing an SX-70 generally involves permanently removing its leather, but replacement skins are available in an array of styles, from the traditional to the psychedelic.
Increasingly, yesteryear's Polaroid cameras are springing back to life in surprising ways. Wisconsin-based Retrospekt not only revives old models, but also encases antique innards in new plastic shells, allowing it to sell branding crossovers such as Malibu Barbie and Pepsi-themed Polaroid cameras. Hong Kong's Mint offers a camera called the SLR670 that's really a restored SX-70 accompanied by a gizmo that plugs into the flash port to allow for manual settings. And Open SX-70 is a project to smarten up the SX-70 by replacing its 1970s circuit board with a tiny Arduino computer.
Other things I learned from the article:
- "Each film pack contained its own battery, so the camera would never run out of juice at an inopportune moment."
- Kodak was forced out of the instant photography market in 1986 by a Polaroid patent infringement suit in which Polaroid won $925 million in damages.
- Edwin Land's "final gambit to revolutionize photography" was 1977's wildly unpopular Polavision instant home movies.
- There's a 1974 ad for the cameras narrated by Laurence Olivier.