Polaroid Launches Instant Film Camera Now Bluetooth + Compatible – The Hollywood Reporter
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Polaroid instant cameras are getting smarter and smarter. Adored by Hollywood stars and creative legends (and the subject of at least two documentaries), the relaunched photography brand offers photographers the best of both digital and analog worlds with its latest Now + camera, a point-and-shoot compatible Bluetooth which unlocks additional photography features when paired with the upgraded Polaroid app.
Priced at $ 150, the digital instant camera comes with five lens filters and works with Polaroid’s battery-less i-Type film. Photographers can connect the device to the brand’s iOS or Android app to expand their creative controls with features that let you control focus and exposure, take double exposure images (also available without application) and paint with a light.
Polaroid Now + Instant Camera
There is also a tripod mode which allows you to increase exposure times in low light or night conditions and a manual application mode for those who want to play with light metering, take multiple exposures or adjust aperture, shutter speed or flash output, to name a few options.
To celebrate Now +, Polaroid brought in social media stars including Berlin makeup artist Kicki Zhang (who has worked with Burberry and Gucci) and French dancer and choreographer Jojo Akams to showcase the camera line.
The Now + is available in white, black, and gray colourways as well as a starter set ($ 195) that includes color and black and white film packs, a travel set that includes color film and case, or a gift set that includes color film and camera strap. The movie starts at $ 16 per pack or $ 45 for a triple pack.
The Bluetooth-equipped model is a modern take on Polaroid’s OneStep model, born in the ’70s, and marks the brand’s second relaunched product release after the international launch of its pocket-sized Go camera in April.
Founded in 1937 by Edwin Land, the first Polaroid company went bankrupt in 2001 and again in 2008; in the same year, The Impossible Project bought the company’s production machines in the Netherlands and began making a new instant film two years later. Polish billionaire Wiaczesław Smolokowski became majority shareholder in 2017 after his son Oskar (now CEO of Polaroid) persuaded him to invest in the company, and it was renamed Polaroid Originals that year; he dropped the last part of his name last year.
The Polaroid Now + camera is available online at polaroid.com.