Lomography is back on the scene with its second film camera release this month. Just weeks after the reintroduction of the Baby Fisheye 110(Opens in a new window)the analog-minded photo brand is back with a new point-and-shoot that takes 35mm film cartridges, the LomoApparat.
L’Apparat arrives on the market just as the film experiences an unexpected moment. Gen Z creators, influenced by social media experts like Kylie Jenner, are turning to analog cameras to express themselves, capture moments, and break out of the digital rut.
The LomoApparat is available in a colorful Neubau finish (left) or basic black (right) (Credit: Lomography)
Lomo is well equipped to meet fresh market demand. The company is now approaching its 30th anniversary (PCMag interviewed its founders for Lomo’s 25th anniversary, in 2018) and has never stopped making film cameras. The brand has long been the go-to option for creators who like to use film but aren’t quite set on paying collector prices for well-maintained classics and for fans of lo-fi toy cameras. .
The Apparat seems to be a bit more capable, however. Its pocket-sized form factor sports a fixed-focus 21mm f/10 lens and comes with a close-up adapter for 7.8-inch (0.2-meter) close-ups. A built-in flash is built in so you can use the relatively dim lens indoors or in the shade, with power supplied by a single AA battery. The shutter is fixed at 1/100 of a second and you get colored gel filters for the flash. Lomo includes a Prismatic Kaleidoscope Filter, as well as a Split Frame Splitzer attachment to block off part of the frame for creative multiple exposures.
A double exposure photo taken with the LomoApparat (Credit: Birgit Buchart / Lomography)
At launch, Lomography is marketing the Apparat in two colors. The basic black edition is priced at $89, while the more colorful Neubau edition is wrapped in reddish Italian leather upholstery and sports a silver body with blue accents and sells for $99.
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If you’re interested in the LomoApparat, it’s available for pre-order now. Lomo says holiday shoppers can expect to get the camera by Dec. 24 if you opt for express shipping ($13), while $7 standard shipping will get you the camera much later, around March 2023.
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