Skip to main content

Polaroid Originals is no more — Polaroid is back with a new camera

Polaroid Originals is done reviving the vintage camera name. The iconic camera company is finishing the revival journey it started in 2017 with the Impossible Project by going back to the original Polaroid name. And, of course, with a new instant camera to mark the occasion. The Polaroid Now builds on the design of the OneStep 2, but includes some overhauls designed to make working with instant film even easier.

Previous Polaroids required switching from distant to close-up modes to keep the subject in focus. The Polaroid Now integrates a new autofocus system where that switch isn’t necessary. The change, Polaroid says, helps make using the instant film system even simpler for new users.

That focus on ease-of-use extends to the new flash system, which Polaroid says adapts to the existing light automatically. The battery also sees a boast over the OneStep models, with a lifespan good for capturing 15 film packs with.

Recommended Videos

While the look of the Polaroid Now takes obvious cues from the OneStep, the design sees a few tweaks, including a more rounded body for a better grip. Polaroid says the new design is easier to hold and more functional.

The Polaroid now will launch in limited-edition models in each of the five colors there were part of Polaroid’s original rainbow logo: Red, orange, yellow, green, and blue. A classic black and white camera will also launch and continue after the limited edition colors are gone.

“In the 70s, Polaroid changed the rules of branding with the introduction of bold, full panel rainbow spectrums across our product lines, inspiring a host of legendary brands to this day,” Polaroid CEO Oskar Smolokowski said in a statement. “As this new decade marks a new chapter in the Polaroid story, it’s a moment for us to celebrate that heritage, while keeping our sights set on the future. The new identity for 2020 reflects this, boldly reclaiming the color spectrum as uniquely Polaroid.”

With the instant cameras, Polaroid is also launching Color Wave, a limited-edition instant film with colorful frames. A black frame version of the iconic Polaroid film is also launching but will become part of Polaroid’s regular film offering.

The Polaroid Now retails for about $100, with sales beginning today. The black frame and Color Wave frames are available for about $17 a pack.

Hillary K. Grigonis
Hillary never planned on becoming a photographer—and then she was handed a camera at her first writing job and she's been…
Amazon’s new Your Books hub will nudge you to buy more books
A screenshot from Amazon's new Your Books feature.

Amazon began business in 1995 as an online bookseller and continues to this day to sell physical books and e-books to millions of customers globally. It also released its first Kindle e-book reader in 2007 before going on to launch additional Kindle devices such as the Paperwhite, Oasis, and Scribe. On top of that, the behemoth acquired audiobook service Audible in 2008, followed by social reading site Goodreads in 2013.

Amazon even offers a platform for creators who want to publish their own books on demand, in print and digital form.

Read more
Astronauts test new moon camera for upcoming Artemis mission
Astronaut Thomas Pesquet tests the moon camera in the lunar-like landscapes of Lanzarote, Spain.

Astronaut Thomas Pesquet tests the moon camera in Lanzarote, Spain. ESA

In 2025, NASA is planning to land the first astronauts on the lunar surface in more than 50 years.

Read more
Nvidia may launch three new Super GPUs to fight back AMD
Three RTX 4080 cards sitting on a pink background.

Nvidia may be readying three new GPUs -- the RTX 4080 Super, RTX 4070 Ti Super, and the RTX 4070 Super. We haven't seen Super cards since Nvidia's RTX 20-series, but if this leak turns out to be true, they're coming back. Will they be worthwhile enough to rank high among the best graphics cards? It's hard to say, but they could help it compete against AMD's recent GPUs.

The information comes from hongxing2020, a frequent leaker in the GPU space. Nvidia already has a decent spread of GPUs between the RTX 4080, RTX 4070 Ti, and the RTX 4070. However, if a refresh to the Ada lineup is reportedly on the way, we might see some notable changes, but only if Nvidia decides to shake things up and use a different chip for at least two out of those three GPUs.

Read more