Instant Photography’s Comeback Story
The death of “instant” photography occurred when Polaroid announced it would stop producing Polaroid cameras in 2007, or so we thought. In recent years instant photography has made a comeback.
The first Polaroid camera made its debut in 1943, according to Polaroid. By 1956, Polaroid had sold its millionth camera and had its product distributed throughout 45 countries. The camera itself was new and instant, which meant no more waiting for film to develop. With the Polaroid, you click a button, watch the film come out of the camera, wait a couple of minutes and see your picture. It was new and exciting.
In 2007, Polaroid said they would stop producing Polaroid cameras and film, according to The New York Times. The craze was over. Up until a few years ago when instant photography cameras made a dramatic comeback.
With Snapchat and Instagram it’s hard to imagine why instant photography would make such a dramatic return. Currently, there’s little explanation as to why instant photography is making an impactful return into the world of photography.
While there is not one simple explanation for the return of instant photography, according to PetaPixel, the heart of instant photography lies in the creativity of the process itself.
With the introduction of digital cameras, smart phones, and tablets the world has shaped into an instant gratification hub. However, with film photography there is a certain mystery behind the process of taking a photo.
A photo is taken and the end result of that photo is not entirely known until a few minutes after the film is produced from the camera. Compare that to an app such as Snapchat, where there’s virtually no wait time. It’s the romanticism that accompanies waiting for the unknown.
Another element that makes instant photography so appealing is that it’s tangible. The very process of taking a photo with an instant photography camera makes the photo an instant keepsake, despite the quality of the photo. In a world filled with endless photo centered apps, such as Instagram, Snapchat, Facebook, and Tumblr photography holds less value than it did before the time of social media.
Instant photography gives a new meaning to photography that many younger generations such as millennials and Generation Z either scarcely remember or have never experienced.
Polaroid camera’s are getting large sales in millennial and Generation Z demographics, according to Time. It would seem that there’s a sort of nostalgia for something these generations never fully experienced.
The CEO of Polaroid attributes the comeback of instant photography cameras to the simplicity of the camera. With the teenagers of today use to quality cameras built into their phone and a well functioning computer in the palm of their hand, to find something that has one job is a rare site to see. With photos everywhere on numerous social media platforms the Polaroid cameras makes photos more unique and personal.
Polaroid is attempting to get reacquainted with their roots by creating products that are Polaroid accessories or have a Polaroid sense to them without actually creating their Polaroid camera.
Since the spike in sales on Polaroid-like cameras the Polaroid company is attempting to get back in the game, so to speak. They’ve created numerous products centered around the idea of instant photography. Zip for example, is an inkless printer that prints images roughly the size of a business card that create that Polaroid feel.
Polaroid also introduced another new product, The Cube. A small and simple entry level action camera that is as Time puts it “About the size of four casino dice stacked together.” However, Polaroid has an uphill battle ahead of them. Without their famous cameras to make anymore they face many challenges ahead.