(RE)SHAKE IT LIKE A POLAROID
By MICHAEL PERKINS
OVER THE PAST FEW DECEMBERS, The Normal Eye has marked the holidays by recalling classic Christmas advertisements from the Eastman Kodak Company, the first corporation to merge consumers’ seasonal sentiment with the promotion of camera sales. We’ve had fun revisiting examples of the firm’s amazingly successful “Open Me First” campaign, which cheerfully asserted that, basically, it ain’t Christmas until someone puts a Kodak under the tree.
This year, however, seems to argue for a new wrinkle in our tradition, with the long-anticipated resurrection of the Polaroid corporation, or at least its Christmas ghost. The strange saga began in 2008 when Polaroid decided to discontinue the production of its iconic instant film, leaving a half-century’s worth of global users stranded. Enter the entrepreneurial trio of Florian Kaps, Andre Bosman, and Marwan Saba, who bought as much of the company’s factory hardware and film-making process that still remained after Polaroid had begun scrapping parts and burning files. Sadly, most of the sacred secret film recipe had already been destroyed, meaning that the team’s new company, dubbed The Impossible Project, had to painstakingly reverse-engineer the production process, eventually creating an instant film that was much closer to the quirky, low-fi look of Lomography cameras than the precise instruments Polaroid produced in its heyday.
For the next seven years, Impossible Project instant film shot off the shelves to feed the world’s aged inventory of SX-70’s and One-Steps, drawing praise for preserving the feel of film and drawing fire for what was actually pretty crappy color rendition and slooooow development time. Finally, in 2017, Impossible purchased the last remnants of Polaroid’s intellectual property, allowing it to begin manufacturing brand-new cameras for the first time in years and rebranding the company as Polaroid Originals. Christmas 2017 would herald the arrival of the Polaroid OneStep 2, a point-and-shoot quickie designed to compete with other mostly-toy cameras cashing in on the instant film fever. The Ghost Of Shaken Snaps Past walks amongst us once again.
And so, Polaroid is dead and long live Polaroid. The above 1967 Christmas pitch for the original company’s full product line (read the fine print) gives testimony to the incredible instruments that once bore the Polaroid name. You can’t go home again, truly. Not to live, anyway. However, an occasional 60-second visit can be fun.
Strange colors and all.