Polaroid Instant Photography Is Back

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(TM) 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.