Polaroid's latest instant camera blends old school usability with modern connectivity

Shawn Knight

Posts: 13,531   +132
Staff member
In brief: Photography pioneer Polaroid is back with a modern spin on the analog instant camera. The company’s new Polaroid Now+ is the successor to the Polaroid Now point-and-shoot camera that launched last year, and its second new camera for 2021 following the Polaroid Go. It features an improved design alongside core features like dynamic flash, autofocus and a self-timer. There’s also a tripod mount to help steady your shots and a manual mode to go along with it, enabling exposures up to 60 minutes in length.

The connected camera links to the Polaroid app for Android or iOS, enabling even more creative tools like light painting, double exposure, manual mode and more. While the camera can be operated without a companion device, you'll want to pair it with your mobile to get the most out of it.

Polaroid includes five physical lens filters in the box - starburst, red vignette, blue, orange and yellow, allowing users to alter images without digital effects. There’s even a handy zip-through pouch to keep them safe.

The Now+ utilizes Polaroid’s I-Type film, which can be quite pricey if you’re heavy on the shutter button. A single color I-Type film pack commands $15.99 and grants you just eight photos, although you can save a little bit of money by buying film in bulk.

The Polaroid Now+ carries a suggested retail price of $149.99 and is available in your choice of blue/gray, white or black colorways from today.

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VitalyT

Posts: 5,962   +6,235
A real blend of old school usability with modern connectivity would look like this:

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When it comes to electronics, old-school usability today equates to unusable.
 

Sausagemeat

Posts: 900   +724
I don’t get these. Just get a printer for your smartphone which probably has a better camera. I mean unless you want to dress up like it’s 1977.
 

0dium

Posts: 265   +316
I don’t get these. Just get a printer for your smartphone which probably has a better camera. I mean unless you want to dress up like it’s 1977.
If you don't get this then it's not for you. Some people like this kind of stuff. To each it's own.
I'm still shooting film. It's like fishing. You can buy fish in store. The process is what matters.
 

RedBlu

Posts: 46   +59
Meh, Polaroid have been stagnating since they rebranded from The Impossible Project.

The film is still underwhelming and expensive with poor contrast and colour reproduction, the cameras are boring automatics with slow lenses, and the coloured frames and IP tie-ins are just lazy and cheap.
 

mbrowne5061

Posts: 1,917   +1,117
I don’t get these. Just get a printer for your smartphone which probably has a better camera. I mean unless you want to dress up like it’s 1977.
Your smartphone camera has a discrete information system, while film's is continuous; you'll get smoother transitions between colors and shading. You also get better dynamic range from film (though, full-frame-and-larger digital sensors have been closing the gap here in recent years).

Film is largely a novelty to most people, but hobbyists still enjoy it. I don't get 40K figurine painting, especially the degrees some people will go to for single figures, but I get that it is something they enjoy. Same deal with film photography.

Personally, this is probably the first polaroid I will consider buying new. Ever. I have an SX-70 and 600 at home that I use every now and again, and they've been more than enough. Still don't know if I'll actually buy it, let alone drop $150 on it, but I am at least thinking about it.

Meh, Polaroid have been stagnating since they rebranded from The Impossible Project.

The film is still underwhelming and expensive with poor contrast and colour reproduction, the cameras are boring automatics with slow lenses, and the coloured frames and IP tie-ins are just lazy and cheap.
I don't think they did rebrand from the Impossible Project? More like they sent them a C&D once they saw the money flowing, and then hired them on to continue their work. At least if I remember correctly.

But yeah, the film of today doesn't compare to the original stuff. Not only is the quality lower, but it doesn't keep (even in the fridge), got to shoot it right away. This is partly because all the original chemists from back in the day are either dead, or have no interest in working again, the culture of the film industry was one where chemists would keep their knowledge in their heads as a form of job security; so if they left or were fired, they took their film secrets with them, and might even force the end of production on same specialized film stocks.

I'm hoping, with time, Polaroid is able to recreate some film that matches up to their original stuff, but who knows. I know it isn't likely.