The Second Coming of the Polaroid

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It is upon us!

Almost a year ago, Polaroid announced that it would be leaving this Earth. We cried a bit, lusted after the last ones sold at Urban Outfitters, but in the end, we decided it was probably time. But some never gave up hope. The Impossible Project purchased some manufacturing facilities and decided it would carry the torch. But the torch has been reclaimed by the original owners! Or some people who licensed the torch. I don’t know, I’ve got a couple metaphors going on here. —I drop them.

The news is that Polaroid is re-launching the old One Step camera and may even have something new going on.

It’s going to be a bit more complicated than that. It’s not exactly a return from the grave. Polaroid was bought by Summit Global lock, stock, and barrel back in April. They’ve likely had the plan to re-launch then and are just now ready to give it a shot, perhaps in time for the holiday season (mm?). How The Impossible Project is involved is difficult to say, so I’ll let them say it: “Re-inventing a new analog integral film, we are now preparing, supporting and managing the comeback of Instant Photography.”

I hope that’s not an exaggeration! They said they were redesigning instant film, and it looks like Summit Global thought them worthy of inclusion in the big comeback. There are even rumors of a redesign and relaunch of a new PoGo-style digital print camera. If you can’t wait, however, go check out their limited sale of SX-70 Polaroids with film, bag, and accessories included. Only $430 starting Friday.

[via Gizmodo]

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