Instant Photography is Back


Fans of the Polaroid brand worldwide were devastated about the death of instant film. Now those fans can rejoice again: Polaroid instant photography is back. A worldwide group of, creative voices has joined together because of their love of instant film photography and sharing. The “Polaroid Movement” unites creative minds, leading instant and digital imaging technologies and iconic photographers. For those who love the Polaroid brand and the sheer thrill of instant photography, the future is bright.

The launch of the Polaroid 300 camera will mark the return of instant film photography. It is the first of many new products that help fans create, capture, print, store, share and enjoy images. Featuring classic Polaroid instant film, automatic flash and four scene settings, the new Polaroid 300 Instant Camera delivers a new twist on the classic instant photo. The camera is available with a suggested retail price of £79.99. Ten-packs of Polaroid 300 instant film retail for £12.99. The Polaroid 300 is a tribute to the iconic Polaroid brand.

“We are thrilled that today marks the return of instant. It’s bigger – and better – than ever. The Polaroid Movement is one that we heartfully embrace and intend to build upon by reaching the creative community and global Polaroid fans alike,” said Giovanni Tomaselli, Managing Director of the Summit Global Group, the exclusive worldwide licensee for Polaroid branded imaging products.

Lady Gaga’s recent appointment as the Creative Director for the Polaroid brand is one step in developing new and exciting Polaroid branded products. Lady Gaga recently presided over a series of product design and development sessions in Tokyo for co-branded Polaroid products. At these sessions, Lady Gaga unveiled her creative vision, style and passion for Polaroid products.

In addition, the Polaroid brand has partnered with global leaders in imaging technologies to reach and support its fans, both new and old. Summit Global Group announces a strategic partnership with Fujifilm on new technologies, products and distribution. This partnership brings together the heritage of the Polaroid brand with the world class capabilities of Fujifilm.

Summit Global Group has also partnered with ZINK Imaging with regards to its exciting ZINK® Zero Ink® Printing Technology, and with plans to market a full range of instant digital products utilising ZINK technology. The launch of the Polaroid PoGo™ Instant Mobile Printer and Instant Digital Camera both use this groundbreaking ink-free printing technology to print photos instantly and without ink. New ZINK-enabled products will be unveiled in late 2010. These products will showcase the fun of instant and the power of digital that personifies what the Polaroid brand is all about.

In continued support of the photography industry, Summit global Group has partnered with Aperture Foundation: a non-profit arts institution, publisher and overall leader in the photography field. The partnership includes the launch of a supplement to Aperture’s summer issue, comprised of the work of Chuck Close, Mary Ellen Mark and Joel Meyerowitz, as well as from instant photographer Maurizio Galimberti. The insert will be available exclusively at the New York Tribeca Film Festival (of which Polaroid is a proud sponsor) and to Aperture subscribers. The Polaroid brand is proud to support Aperture’s young patrons’ group SNAP!, which supports their Emerging Artists’ Fund and the Aperture Portfolio Prize in embracing new trends in contemporary photography.

“Apart from its approachable nature to amateur photographers, the Polaroid brand is a central part of many renowned artists’ work, including Ansel Adams, Andy Warhol and Maurizio Galimberti,” said Juan García de Oteyza, Executive Director of Aperture Foundation. “Aperture is thrilled to see Polaroid bring back its signature instant photography and we look forward to seeing what a new generation will create with Polaroid products.”




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