Polaroid is going full circle. Petapixel tells us that Polaroid is being Acquired by The Impossible Projectâ€™s Largest Shareholder.
To put this into context, The Impossible Project is the company that was founded to produce Polaroid compatible instant film after it was end-of-life. It was a hard task as they needed to reinvent it, and to that effect bought from Polaroid their last factory in the Netherland. On the other hand Polaroid, the company that was synonymous of instant photography, went bankrupt and ended up being just a brand selling electronics. It is only recently that the owner of the Polaroid brand started to sell Polaroid branded instant film products, dubbed Polaroid 300, based on Fujifilm Instax Mini 7.
The bigger irony is that the Fujifilm instant film technology was only allowed to exist with licensing agreement from the original Polaroid after Kodak lost big in a lawsuit.
To summarize the history:
– Polaroid invent instant film.
– Kodak develop instant film and get taken down by Polaroid.
– Fujifilm, in light of this, settled with Polaroid.
– Polaroid goes bankrupt.
– Polaroid stops instant film.
– Impossible Project starts from the ashes of Polaroid technologies and manufacturing to manufacture and sell film for Polaroid 600 and Polaroid SX70 cameras.
– Fujifilm Instax thrives.
– Polaroid is just a brand, that changed hands more than once, used to sell many things.
– Polaroid sells rebranded Fujifilm Instax Mini 7 as Polaroid 300.
– Impossible Project release their first instant camera the Impossible Project I-1.
– The Smolokowski family, who purchased a large stake of Impossible Project, is now buying the Polaroid brand.
Now, while one can’t speculate of what will happen, it seems that Polaroid has now come full circle. I do believe that leveraging the brand and distribution network for Impossible Project would make sense to expand the instant photography business.
If you are interested in the story of Polaroid, I can’t recommend enough Christopher Bonanos’ book Instant: The Story of Polaroid.