The Return of Film: Polaroid Announce Analogue Instant Camera

14 September 2017

SIG: Analogue

For several weeks Polaroid has been teasing visitors to its website with a series of clues suggesting the launch of a new analogue product on 13th September. Clues included ‘the most complex set of man-made chemical reactions ever’, ‘clear your fridges. Well, fridge doors at least’ and ‘SX-70. OS. 600. Spectra. 8x10. Join the dots on September 13’ with the promise of ‘analogue dreams’ coming true.

 

After a second-by-second clock countdown, Polaroid finally announced The OneStep 2 ‘an analog instant camera for the modern era’, inspired by the original 1977 OneStep Camera, which became the most popular ‘instant’ camera of its day.

 

This comes in the wake of several companies announcing the return, or new release of various film products including a new 35mm film launch from Kosmo Foto, set to be released on 1st October, as well as the announcement that Kodak will be reintroducing Ektachrome, which is set to be released by the end of this year with Steve Overman, Kodak’s chief marketing officer, explaining in an online press release We are seeing a broad resurgence of excitement about capturing images on film.” thoughts echoed by Giles Branthwaite, Sales and Marketing Director of Harman Technology who claimed there has been a growth in films sales by “5% year-on-year globally” according to a Film Photography feature by Time magazine.

 

Could this be the long-awaited re-birth for analogue photography?