Polaroid cameras are back in the frame
It's the Heinz Salad Cream of the photography world. The demise of Polaroid saw an outcry from students and 70's swinger parties alike, and eventually the whole world mourned the passing of instant photography, as it was lead round the back by mobile camera technology and savagely murdered to death.
But lo, what's this? The instant camera is to stage a resurrection worthy of the big JC himself. The new management of Polaroid have announced that in partnership with The Impossible Project, a foundation created to ensure the survival of instant photography, Polaroid will be relaunching the iconic One Step camera in mid-2010:
Production of Polaroid film stopped last year, when factories in Mexico and the Netherlands were closed down by the new owner of Polaroid, who were keen to push the brand into the seemingly inevitable digital future. The Impossible Project was created and promptly leased the Dutch factory in order to develop (some photography humour for you) new technologies that utilised instant photography techniques.
Polaroid will once again produce instant cameras while the Impossible Project will manufacture film stock under the brand name. It's unlikely to kick-start a revolution in photography, but it will satisfy the whimsical recollections of particular individuals. The world would be a little less colourful without Polaroid, even if you do have to flap it violently back and forth for 90 seconds.