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Polaroid’s instant cameras are getting smarter. Beloved by Hollywood stars and creative legends (and the subject of at least two documentaries), the relaunched photography brand offers photographers the best of both digital and analog worlds with its latest Now+ camera, a point-and-shoot compatible Bluetooth that unlocks additional photography features when paired with Polaroid’s upgraded app.
Priced at $150, the digital instant camera comes with five lens filters and works with Polaroid’s battery-less i-Type film. Photographers can connect the device to the brand’s iOS or Android app to expand their creative commands with features that let you control focus and exposure, shoot double exposure images (also available without application) and paint with a light.
Polaroid Now+ Instant Camera
There’s also a tripod mode that lets you increase exposure times in low light or nighttime conditions and a manual application mode for those who want to play around with light metering, take multiple exposures, or adjust aperture, shutter speed or flash strength, to name a few options.
To celebrate Now+, Polaroid tapped social media stars including Berlin-based makeup artist Kicki Zhang (who has worked with Burberry and Gucci) and French dancer and choreographer Jojo Akams to showcase the camera line.
The Now+ is available in white, black, and gray colors as well as a starter set ($195) that includes color and black-and-white film packs, a travel set that includes color film and case, or a gift set. including color film and camera strap. The movie starts at $16 per pack or $45 for a triple pack.
The Bluetooth-equipped model is a modern take on Polaroid’s ’70s-born OneStep model and marks the relaunched brand’s second product release following the international launch of its pocket-sized Go camera in April.
Founded in 1937 by Edwin Land, the original Polaroid Corporation went bankrupt in 2001 and again in 2008; that same year, The Impossible Project purchased the company’s production machinery in the Netherlands and began manufacturing a new instant film two years later. Polish billionaire Wiaczesław Smolokowski became majority shareholder in 2017 after his son Oskar (now CEO of Polaroid) persuaded him to invest in the company, and it was renamed Polaroid Originals that year; it dropped the last part of its name last year.
The Polaroid Now+ camera is available online at polaroid.com.