Polaroid Drops ‘Originals’ From Name With Debut Of Latest Camera, Polaroid Now
Polaroid Originals is finally done with its revival journey, which started in 2017, and has reverted to its original Polaroid name. To mark this occasion, the company has released a new instant camera: the Polaroid Now.
The Polaroid Now incorporates the design of the OneStep 2, and includes some updates to make working with the camera easier. The Polaroid Now has a new autofocus system, a prolonged battery life that is good for capturing 15 film packs, a rounded body for a firmer grip and an ambient light sensor for adjustable flash power.
The Polaroid Now will launch in a variety of colours—white black, green, blue, yellow, red and orange.
The camera also uses i-Type film, which has been reformed with this release. The Color i-Type film comes in two versions, ‘Color Wave’ and ‘Black Frame’. The black frame version is a standard iconic Polaroid film, while the ‘Color Wave’ features the instant film with colorful frames.
The Polaroid Now retails for US$100, with sales beginning today. The ‘Black Frame’ and ‘Color Wave’ frames are available for about US$17 per pack of 8.
This is Polaroid — now.
— Polaroid (@Polaroid) March 26, 2020
From The Impossible Project to Polaroid Originals, we are returning to where it all began. With the one name, the one brand: Polaroid.
No matter where you joined us in this journey, thank you for your support. Together, we can make history... again. pic.twitter.com/rEvCTsYhdJ
[via PetaPixel, opening image via Polaroid]
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