27 March 2020 04:31

Instant camera Polaroid Corporation Polaroid OneStep 2

Polaroid Now instant camera pairs classic look with basic features

Polaroid Now instant camera pairs classic look with basic features Polaroid is back with a new instant camera, one that builds upon its classic instant-print models: the Polaroid Now. This film camera features a classic design with small but obvious upgrades, including a smoother, rounder design. Users get access to the best of instant photography, as well as some useful features that include the maker's Accurate Flash and direct support for double exposures. Though digital cameras have largely dominated the photography market, instant film photography has made a small comeback. The medium has proven popular with younger generations who want instant access to the images they snap, removing the need to order prints online and wait for them to ship. The Polaroid Now camera features autofocus, meaning users aren't required to manually focus the camera lens to get a clear shot.

The autofocus works regardless of whether the flash is activated by the camera during the shot. Polaroid is also making it easier to get experimental shots with the inclusion of a double exposure feature, which enables the photographer to capture two images on the same photo paper. This can be used to capture random effects, such as lights overlaid onto a portrait or combining shots of people and nature. Other features include a self-timer, which is an old school way to capture selfies, both 40mm and 35mm lenses, support for i-Type instant film, an LED counter to keep track of the number of shots, and a battery that can be recharged using micro USB. The camera will launch for $99 in multiple color options, including white, black, blue, green, orange, red, and yellow.

The original company shuttered its doors and sold off its name as part of bankruptcy proceedings at the turn of the century, and stopped making its iconic instant film in 2008. Efforts were soon made to restart film production. An upstart company, the Impossible Project, purchased a factory soon after, and brought its film for vintage instant cameras to market. It followed with its own hardware, and in 2017 started selling cameras and films under the Polaroid Originals banner. Today it's dropping the Originals and going just by Polaroid.

It's also got a new camera, the Polaroid Now. It's similar in style and function to the current offerings, the OneStep 2 and OneStep+, with some refinements. The Now includes a dual focus lens, like the OneStep+, but you don't have to switch between close-up portrait focus and distant focus manually. Other features include a built-in flash, self-timer shooting, and an internal battery with enough power for 15 packs of film—120 photos. It's charged via micro USB; a cable is included. It doesn't include Bluetooth wireless control, like the OneStep+ does, but the Now can make multiple exposure images, capturing several moments on a single film frame. As for film, both color and black-and-white materials are available. Prices go down when you buy in bulk, but expect to spend about around $16 per pack when buying singles. It's a higher operational cost than Fujifilm Instax, but the Polaroid film is physically larger. And you can spend a little more on special edition films, too. Polaroid is releasing a limited-edition Color Wave version, which surrounds each shot with a different colorful border. It's a dollar more per pack, but you may find it worth it to get something other than a plain white border. Color Wave is a limited edition, though. The company is also rolling out color film with a black border, also at $16.99 per pack. As for the camera itself, the Polaroid Now can be yours for $99.99. It's available in a proverbial rainbow of colors: black, blue, green, orange, red, white, and yellow. All include Polaroid's iconic rainbow logo. Camera Reviews Camera Best Picks Polaroid has just unveiled a "new look for the new decade," alongside a fresh range of instant cameras. The brand announced earlier that it has shortened its "Polaroid Originals" moniker and returned to its original brand name of "Polaroid," as well as debuted its "Now" i-Type Camera in a flurry of bold colorways. For a limited time only, the Now camera will launch in a broad range of shades including red, orange, yellow, green and blue. Neutral colors of black and white will remain the core options for the style, which is distinguished by its unique angular shape. Other features include a self-timer, flash, and double exposure options, in addition to a new autofocus lens system that can automatically switch between portrait and landscape formats. "In the 70's, Polaroid changed the rules of branding with the introduction of bold, full panel rainbow spectrums across our product lines, inspiring a host of legendary brands to this day," said Polaroid CEO Oskar Smolokowski. "As this new decade marks a new chapter in the Polaroid story, it's a moment for us to celebrate that heritage while keeping our sights set on the future. The new identity for 2020 reflects this, boldly reclaiming the color spectrum as uniquely Polaroid." The Now i-Type Instant Camera's battery can last for up to 15 packs of film (i-Type Film retails for approximately $17 USD each). For more in cameras, take a look at Leica's new S3 medium format DSLR.