Polaroid camera back from brink of extinction
Three years after the last Polaroid camera was made, it has been pulled from the brink of extinction. On Wednesday, the Polaroid Corporation launched the Polaroid 300 - the new generation of instant camera.
The move defies all predictions about the future of photography and proves the enduring love for the iconic brand.
The Polaroid 300 bears some resemblance to older models but it has undergone a face-lift.
Lady Gaga was appointed creative director in a bid to ensure the camera's retro chic appeals to a younger generation as well as its mass army of former fans.
The matt black has been ditched in favour of shiny blue, red or black and it is now sleek and compact and comes with an automatic flash and four scene settings. But like its earlier incarnations the Polaroid 300 uses self-developing film.
The resurgence of the iconic brand has been greeted with delight by photographers.
The Polaroid Corporation was co-founded in 1937 with the first instant camera launched in 1947. It became so successful that by the 1960s about half of all American households owned a Polaroid camera. Instant film had a great advantage over standard film - its pictures could be developed in three minutes. At the peak of its popularity in the 1990s it was producing 120 million packs of film a year.
The move defies all predictions about the future of photography and proves the enduring love for the iconic brand.
The Polaroid 300 bears some resemblance to older models but it has undergone a face-lift.
Lady Gaga was appointed creative director in a bid to ensure the camera's retro chic appeals to a younger generation as well as its mass army of former fans.
The matt black has been ditched in favour of shiny blue, red or black and it is now sleek and compact and comes with an automatic flash and four scene settings. But like its earlier incarnations the Polaroid 300 uses self-developing film.
The resurgence of the iconic brand has been greeted with delight by photographers.
The Polaroid Corporation was co-founded in 1937 with the first instant camera launched in 1947. It became so successful that by the 1960s about half of all American households owned a Polaroid camera. Instant film had a great advantage over standard film - its pictures could be developed in three minutes. At the peak of its popularity in the 1990s it was producing 120 million packs of film a year.
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