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Popular film and camera company Polaroid merged with startup The Impossible Project and released a new instant camera.
Polaroid Now, the newest Polaroid product, is a compact instant camera that uses film. It works like a classic Polaroid, producing a photograph a few seconds after taking a picture.
Polaroid Now has an autofocus lens system, meaning the camera can determine whether the subject should be taken in portrait or landscape orientation. Its battery life is enough to shoot 15 packs of film. It also has sensors that help adjust the camera flash depending on the lighting of the surroundings.
The original Polaroid company filed for bankruptcy in 2008. Luckily, Germany-based startup The Impossible Project banked on the brand’s popularity and merged with Polaroid to save the film company.
In 2017, The Impossible Project acquired Polaroid’s technology and production machinery and rebranded the company as Polaroid Originals. Since then, Polaroid Originals has released products such as film and instant cameras to satisfy the still-existing demand for instant photography.
Now, Polaroid Originals has reverted its name to Polaroid, unifying the company’s latest innovations with the original Polaroid brand. By doing so, the company hopes to showcase the company’s history as it looks forward to further development in the future.
Polaroid Now is currently available for about $100. It comes in classic black and white color, but it will also be available in other color trims for a limited time.