Polaroid lives again with new brand and OneStep 2 instant camera

Polaroid Originals OneStep 2

On the 80th anniversary of the founding of Polaroid, the people behind the Impossible Project are launching a new brand, Polaroid Originals, with the goal of bringing back instant photography from its roots in classic Polaroid cameras. The Impossible Project, which produces film for old Polaroid cameras, teased the announcement earlier this month. Arriving alongside the brand is a key new product: the OneStep 2 instant camera, the spiritual successor to the original Polaroid OneStep. The company is also launching new film in both color and black-and-white, as well as continuing to produce film compatible with classic Polaroid cameras.

Built for the modern era, the OneStep 2 combines old-school instant film aesthetics with some modern touches. It includes a built-in flash, self timer, “long-lasting” battery, and can even charge over USB. It will sell for $100, while eight-exposure packs of film will sell for $16 (vintage film for older cameras will sell for $19). The OneStep 2 is available for preorder now and the camera is expected to be available in October.

In addition to the new OneStep 2, Polaroid Originals will continue to sell refurbished vintage Polaroid cameras (as the Impossible Project was doing before).

This is all great news for Polaroid fans. At one time, the fate of the company appeared to be sealed. Polaroid had pioneered instant photography, but simply couldn’t keep up in the digital era. But when a group of instant film fans formed the Impossible Project and bought up the last Polaroid film factory, after Polaroid had ceased production in 2008, there was at least hope that the format wouldn’t die out completely, even if the brand did (the Polaroid name never went away, however, it did become a licensing business). Polaroid Originals is now taking that a step further and keeping the name alive, made possible after the Impossible Project’s principal shareholder acquired the Polaroid brand earlier this year.

Polaroid Originals is not the the only company producing instant film cameras, however. Fujifilm is well entrenched in the market, and offers a wide range of instant cameras under its Instax brand, including the new SQ10 which combines a digital sensor with instant film. Still, with the experience of the Impossible Project and the Polaroid name behind it, the OneStep 2 could prove to be a popular camera among instant photography aficionados. As for the Impossible Project name, it seems to be on the way out, as its website now directs to the new name — makes sense, as it isn’t so impossible anymore.

Photo Galleries

Leica continues instant film trend with the classically styled Sofort camera

While the name may sound funny -- Sofort is German for immediately -- the Leica Sofort immediately pops out film photos. The company's first instant film camera uses classic Leica styling but adds a mirror for selfies.
Movies & TV

September brings 'The Dragon Prince,' an animated war series, to Netflix

Looking for a new show to binge? Lucky for you, we've curated a list of the best shows on Netflix, whether you're a fan of outlandish anime, dramatic period pieces, or shows that leave you questioning what lies beyond.
Mobile

Here's the Samsung Galaxy S9's new Android 9.0 Pie interface

The Samsung Galaxy S9 and Galaxy S9 Plus are here. The flagship devices boast some awesome new features and a powerful new processor. Here's everything you need to know about these Samsung phones.
Computing

Microsoft may go back to black with 2018 Surface Pro and Surface Laptop

Microsoft may be adding black as a color option to its refreshed Surface Laptop and Surface Pro models on October 2nd. Rumors of the new color along with an image of the black Surface Laptop popped up over the weekend.
Photography

Not just for photographers anymore, Loupedeck+ now supports Adobe Premiere Pro

Video editors can now get physical with the Loupedeck+ control board. Originally for Lightroom, a software update allows the controls to adapt to video editing, including color grading, clip trimming, and navigating through the timeline.
Computing

PowerDirector, PhotoDirector aim to balance advanced tools with easy editing

CyberLink's latest photo- and video-editing programs fix advanced tools with a simple UI. PowerDirector adds Chroma-Key tools and multicam features, while PhotoDirector gains tethered shooting, an updated layer, and Content-Aware tools.
Product Review

Canon Pixma Pro-10 review

If you plan to put those digital high-resolution images you’ve shot with a DSLR onto paper, Canon’s Pixma Pro-10 will deliver gallery-quality prints. Just don’t expect it to be speedy.
Deals

Cyber Monday 2018: When it takes place and where to find the best deals

Cyber Monday is still a ways off, but it's never too early to start planning ahead. With so many different deals to choose from during one of the biggest shopping holidays of the year, going in with a little know-how makes all the…
Computing

Photoshop isn't required to resize images. Here are 6 ways to do it in seconds

Resizing an image isn't the toughest thing in the world, even if it may seem like a hassle. Here's how to resize an image using six tools that allow you to make quick work of any photo, regardless of your operating system.
Photography

No gimbal required: GoPro’s HyperSmooth stabilizer makes Hero7 a must-have upgrade

Just how good is the stabilization inside the new GoPro Hero7 Black? GoPro calls it gimbal-like, and it works well. Also new: live-streaming, shooting modes, and menus. Plus, Hero7 Silver and Whit.
Photography

All about that bokeh: Meet the Sony 24mm f/1.4 G Master with updated autofocus

The Sony 24mm f/1.4 G Master lens uses primary XD elements at the front and rear of the lens for better chromatic aberration suppression and smooth bokeh. The 30th native E-mount lens, the 24mm also uses a new autofocus motor.
Photography

Joby’s tiny tripods double as selfie sticks and hide four different modes

The Joby TelePod models are more than just compact tripods -- they also double as hand grips, selfie sticks, and tabletop tripods. Designed to accommodate smaller gear like smartphones and lightweight mirrorless, the tripods use a unique…
Photography

To post or not to post? Here's when you should put up a picture on the 'Gram

Let's be honest, the majority of us care about the popularity of our Instagram posts. There is a sweet spot, however, if you're looking to boost the number of likes and comments you receive. Here's what you need to know.
Social Media

Instagram could separate hashtags for less annoying posts

Just what features will Instagram add next? One enthusiast reverse engineered the app to uncover several potential features the app could be testing, including a dedicated spot for hashtags and geofencing.