During the long, strange trip that has been Polaroid, the brand has weathered bankruptcies, asset sale and branding gimmicks. Now, after 12 years after the Impossible Project revived Polaroid-format instant and three years after rebranding as Polaroid Originals, the company is simply using the “Polaroid” name and has released a new analog instant camera, the Polaroid Now.
Polaroid Now is a point and shoot camera with a new autofocus lens system, longer-lasting battery, accurate flash and more functional camera design. Polaroid also debuted a new film, featuring several hues, from moody blues to warming orange and red frames. Also, the Color i-Type Film – Black Frame Edition will be available for the first time and will become a permanent fixture in the Polaroid product offering.