Remember those intriguing teasers Polaroid was scrolling through on its main website last week. Well, yesterday night was when that countdown ended, and it ended with a huge announcement that has the photo industry buzzing. In short: the old Polaroid you knew and loved is back from the dead with a new analog instant camera and a new type of instant film!
Announced on the 80th anniversary of the Polaroid brand, both products are being unveiled as part of a new brand called Polaroid Originals, which merges the Polaroid of old with years worth of work done by Impossible Project to keep that old Polaroid alive. In fact, the Impossible brand is being replaced altogether.
In addition to the new film and camera, you’ll now be able to purchase restored vintage Polaroid cameras and traditional Polaroid instant film in a variety of formats straight from the Polaroid Originals website. But first, let’s dive into that sweet new camera!
The Polaroid OneStep 2
The Polaroid OneStep 2 is exactly what it sounds like: the spiritual (and in some ways literal) successor to the famous Polaroid OneStep—you know, the camera Instagram stole its original logo from.
Inspired by the original OneStep, Polaroid says they’ve updated the OneStep 2 “to create a simple, easy-to-use instant camera that works straight out of the box.” It sports a ‘high quality lens’ that can focus from 2ft to infinity, a ‘powerful’ flash, a rechargeable battery that allegedly lasts 60 days on a charge, a self-timer function, and it’s compatible with both the new i-Type instant film and the old 600 series film.
The camera is available in white and graphite, and you can already pre-order yours through the Polaroid Originals website for $100.
Polaroid i-Type Instant Film
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Visitors to Polaroid.com are being greeted with a pop-up that teases a big announcement scheduled for September 13th. Though the company hasn’t revealed what exactly it has planned, the various teaser messages heavily hint that the announcement will involve film.
Speculation abounds at the moment—including everything from expectations that Polaroid will begin producing its own chemical instant film again, to a possible announcement that Impossible Project’s film will be sold under the Polaroid name—and not without cause. The pop-up scrolls through several statements, including one that reads, “The most complex set of man-made chemical reactions ever. Coming September 13.”
Yet another states, “Analog Dreams,” and another, “SX-70. OS. 600. Spectra. 8×10. Join the dots on September 13.”
Earlier this year, Polaroid announced that Wiaczeslaw Smolokowski, The Impossible Project’s majority shareholder, had acquired its owner PLR IP Holdings, giving the Smolokowski family both the Polaroid brand and intellectual property. The Impossible Project has been working on bringing analog film back from the dead for years, and it’s hard to imagine the timing of Polaroid’s teaser is a coincidence.
The Impossible Project currently offers a few different types of film under the Impossible brand through its website, including SX-70, Spectra, and 600. It is possible we could see this film being sold under the Polaroid name in the near future… or a whole new type of film may be announced by Polaroid itself.
The cards do indicate that something bigger than just film is in the works, though, possibly hinting at big changes in how the two companies do business.