Polaroid returns to instant photography with the 300, thinks you'll pay a premium for it

When Polaroid left the instant film market back in 2008, it left a gaping hole that Impossible Project has attempted to fill with its overpriced reproduction paper. We're guessing someone at Polaroid saw that and thought: "Hey, why don't we charge too much for instant film, and make an overpriced camera to use it in?" And thus the $90 Polaroid 300 was born. Yes, $90 for the sort of instant point-and-shoot that, a few decades ago, you could pick up for under $20. And the film? Ten shots for $10. Nostalgia don't come cheap, people. The camera and the film release in May, and if this is how the reborn Polaroid is hoping to stay afloat we're thinking the death of instant film is at hand -- again.

Update: As Peacock has pointed out in comments, this isn't even an original product. It's a rebranded Fujifilm Instax Mini 7 -- which costs a slightly less egregious $67 at various online retailers.

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Welcome to the Polaroid Movement: Instant Photography is Back

The future of this iconic brand is brighter than ever

NEW YORK, April 28 /PRNewswire/ -- Fans of the Polaroid brand worldwide were devastated about the death of instant film. Now those fans can rejoice again: Polaroid instant photography is back. A worldwide group of creative voices has joined together because of their love of instant film photography and sharing. The "Polaroid Movement" unites creative minds, leading instant and digital imaging technologies and iconic photographers. For those who love the Polaroid brand and the sheer thrill of instant photography, the future is bright.

Today we announce the launch of the Polaroid 300 camera to mark the return of instant film photography. It is the first of many new products that help fans create, capture, print, store, share and enjoy images. Featuring classic Polaroid instant film, automatic flash and four scene settings, the new Polaroid 300 Instant Camera delivers a new twist on the classic instant photo. The camera is available with a suggested retail price of $89.99. Ten-packs of Polaroid 300 instant film retail for $9.99. The Polaroid 300 is a tribute to the iconic Polaroid brand.

"We are thrilled that today marks the return of instant. It's bigger – and better – than ever. The Polaroid Movement is one that we heartfully embrace and intend to build upon by reaching the creative community and global Polaroid fans alike," said Giovanni Tomaselli, Managing Director of the Summit Global Group, the exclusive worldwide licensee for Polaroid branded imaging products.

Lady Gaga's recent appointment as the Creative Director for the Polaroid brand is one step in developing new and exciting Polaroid branded products. Lady Gaga recently presided over a series of product design and development sessions in Tokyo for co-branded Polaroid products. At these sessions, Lady Gaga unveiled her creative vision, style and passion for Polaroid products.

In addition, the Polaroid brand has partnered with global leaders in imaging technologies to reach and support its fans, both new and old. Summit Global Group announces a strategic partnership with Fujifilm on new technologies, products and distribution. This partnership brings together the heritage of the Polaroid brand with the world class capabilities of Fujifilm.

Summit Global Group has also partnered with ZINK Imaging with regards to its exciting ZINK® Zero Ink® Printing Technology, and with plans to market a full range of instant digital products utilizing ZINK technology. The launch of the Polaroid PoGo™ Instant Mobile Printer and Instant Digital Camera both use this groundbreaking ink-free printing technology to print photos instantly and without ink. New ZINK-enabled products will be unveiled in late 2010. These products will showcase the fun of instant and the power of digital that personifies what the Polaroid brand is all about.

In continued support of the photography industry, Summit Global Group has partnered with Aperture Foundation: a non-profit arts institution, publisher and overall leader in the photography field. The partnership includes the launch of a supplement to Aperture's summer issue, comprised of the work of Chuck Close, Mary Ellen Mark and Joel Meyerowitz, as well as from instant photographer Maurizio Galimberti. The insert will be available exclusively at the Tribeca Film Festival (of which Polaroid is a proud sponsor) and to Aperture subscribers. The Polaroid brand is proud to support Aperture's young patrons' group SNAP!, which supports their Emerging Artists' Fund and the Aperture Portfolio Prize in embracing new trends in contemporary photography.

"Apart from its approachable nature to amateur photographers, the Polaroid brand is a central part of many renowned artists' work, including Ansel Adams, Andy Warhol and Maurizio Galimberti," said Juan Garcia de Oteyza, Executive Director of Aperture Foundation. "Aperture is thrilled to see Polaroid bring back its signature instant photography and we look forward to seeing what a new generation will create with Polaroid products."

"My enthusiasm for the return of instant is beyond description. Polaroid photography has been a significant factor in my career – and I am thrilled that it will continue in my future," said photographer and Polaroid fan Joel Meyerowitz.

"Reconnecting consumers to the soul of the Polaroid brand through instant photography will stimulate growth opportunities and satisfy our global fans." stated Scott W. Hardy, President of PLR IP Holdings, LLC.

About Polaroid

Across several generations, people regard Polaroid as one of the most trusted, well-respected and recognizable brands when it comes to instant photography. The Polaroid story began more than seventy years ago with polarized sunglasses, evolved into instant film, cameras, and camera accessories, as well as other consumer electronics categories. People can expect to see new Polaroid branded products that will deliver the fun, instant gratification and value for which the brand has long stood. Polaroid and Polaroid Pogo are trademarks of PLR IP Holdings, LLC. For more information, visit www.polaroid.com.

About the Polaroid 300 Instant Camera

Featuring classic Polaroid instant film, automatic flash and four scene settings, the new Polaroid 300 Instant Camera delivers a new twist on the classic instant photo. The camera is available beginning April 2010 at Bloomingdales, J&R and Polaroid.com with a suggested retail price of $89.99. Ten-packs of Polaroid 300 instant film retail for $9.99 at Bloomingdales, J&R and Polaroid.com.

About the Summit Global Group

The Summit Global Group is a worldwide consortium of leading design, development, and distribution firms for imaging products. Headquartered in Salt Lake City and with offices in New Jersey, Boston, United Kingdom, Tokyo, and Hong Kong, Summit Global manages the production- and distribution needs of a worldwide clientele (www.thesummitglobalgroup.com). Summit Global Japan KK is based in Tokyo Japan with a mandate to deliver best-in-class service to the Japanese marketplace (www.thesummitglobalgroup.jp).

About Aperture Foundation

Aperture - located in New York's Chelsea art district - is a world-renowned non-profit publisher and exhibition space dedicated to promoting photography in all its forms. Aperture was founded in 1952 by photographers Ansel Adams, Dorothea Lange, Barbara Morgan, and Minor White; historian Beaumont Newhall; and writer/curator Nancy Newhall, among others. These visionaries created a new quarterly periodical, Aperture magazine, to foster both the development and the appreciation of the photographic medium and its practitioners. In the 1960s, Aperture expanded to include the publication of books (over five hundred to date) that comprise one of the most comprehensive and innovative libraries in the history of photography and art. Aperture's programs now include artist lectures and panel discussions, limited-edition photographs, and traveling exhibitions that show at major museums and arts institutions in the U.S. and internationally.