Thanks to the popularity of retro products like record players, instant cameras have also been experiencing a renaissance. There are now quite a few designs from different camera makers, but Polaroid is still the brand whose name became synonymous with this type of camera. As if to prove that it’s still in the game, the company just announced its latest pair of instant cameras that put the emphasis back on the simple joys of taking photos and immediately sharing them with others.
The 3rd-gen Polaroid Now and Now+ instant cameras offer modern conveniences like improved performance, a new two-lens autofocus system, and USB-C charging. At the same time, however, it mostly manages to keep the design just as simple as the iconic instant camera, avoiding the temptations of overloading the product with digital conveniences common in its peers. What you get is a camera that’s not only simple to use but better immerses you in the fleeting moment, making every press of the shutter count.
Designer:https://press.polaroid.com/246847-introducing-polaroid-now-now-generation-3 Polaroid
There is a certain charm to the ephemeral nature of instant cameras. Unlike film cameras that have negatives you can reprint over and over again, the original instant camera concept produces one and only one print for every photo you take, making each a rare and valuable item. Part of that character has been erased on modern instant cameras which are pretty much like portable photo printers. You can, after all, just print photos taken by your smartphone without taking a single shot from the camera itself.
The new Polaroid Now and Now+ Generation 3 manages to preserve the old-school experience without compromising on the image quality that today’s discerning users demand. Upgrades to the imaging hardware allow these cameras to take even sharper photos, especially with a new twin-lens autofocus system that chooses the right lens for your shot. It pulls all these off without having to resort to complicated apps or internal storage, which makes each photo taken a timeless and one-of-a-kind object.
The Polaroid Now+ Generation 3 does add smartphone connectivity, but not for apps or adding stickers and filters. It simply lets you remotely control the camera or set modes that tweak the camera settings, some of which are only available from the app. You still won’t see a preview of the shot on your phone, and the only way to get a digital copy of the photo is to scan it after printing. As for filters, you also do that the manual way with special colored glasses you can mount on the lens.
The third-gen Polaroid Now cameras also preserve the iconic design of their ancestors, with photos coming out of the bottom rather than the top-printing designs of modern instant cameras. Yes, that design is a little chunky and clearly retro, but it also makes it look more fun to use, almost like an old Fisher Price or View-Master toy. It helps make each moment and each photo taken more special, putting the focus on the experience rather than the printed product only.
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