As we all know by now Polaroid stopped production on Dec. 31st, 2008. For over a year now people have been preparing themselves and mourning the loss. “Why is this happening!” we kept asking ourselves. The answer is simple. Artists, hipsters and a few of my relatives who think computers are evil (they don’t just not like computers, they really think an evil witch lives inside) were the only ones left buying Polaroid film. The rest of the world had moved on to digital. Who could blame them. Digital cameras are getting cheaper and cheaper and since nobody prints out their photos anyway you save on development costs.
But Polaroid’s fate might not be sealed yet. Recently while checking out the Photojojo forums I saw a post that linked to this site. Could it be? Somebody bought a Polaroid factory and plans to begin production again? The page itself seemed kinda cryptic to me and for a few moments it seemed as if the news wasn’t spread that far. Of course within a day or two I started to see the news in all of the places I go for Polaroid news (polanoid.net and the flickr polaroid group). So the news looks good. The one thing that I’m tripping on a little bit is that it’s just integral film (I’m more a fan of pack film but I guess I can buy the Fuji pack film). I’m also cautiously optimistic about:
The Impossible mission is NOT to re-build Polaroid Integral film but (with the help of strategic partners) to develop a new product with new characteristics, consisting of new optimised components, produced with a streamlined modern setup. An innovative and fresh analog material, sold under a new brand name that perfectly will match the global re-positioning of Integral Films.
The idea that the project isn’t trying to recapture the past but instead move towards a future with a “Polaroid ” film that is modern is great. Of course sometimes when you mess with a good recipe the final dish sucks. But since the kitchen was closed before this chef showed up it doesn’t really matter.
So there you have it. Polaroid may be back..soon..sort of.