Sweet dreams are made of this


Instant Dreams, a 91-minute documentary by Dutch filmmaker Willem Baptist, made its world premiere in November last year at the IDFFA (International Documentary Film Festival Amsterdam), the world’s largest documentary film festival. According to the film's website

"In this overwhelming cinematic journey, Willem Baptist introduces us to a number of quirky individuals who are connected to Polaroid in a special way: the German artist Stefanie Schneider, who does a photo shoot in the California desert with her last existing original Polaroid stock; New York Magazine editor Christopher Bonanos, who wrote a book about Polaroid’s history and tries to capture the relationship with his son with his instant camera; and a Japanese girl who first discovered the magic of Polaroid in Tokyo. Everyone tries to keep the instant dream alive in his or her way."

This new film follows the release of "The B-Side: Elsa Dorfman's Portrait Photography" by Errol Morris released in the middle of last year. Dorfman worked studiously with a 20x24" Polaroid camera. She made two exposures for each client, and allowed them to choose the one that they liked more. She would keep the rejected print, hence, the "B-side". You can catch "The B-side" on Netflix. 

Iconic Polaroid brand makes triumphant return

As you've all heard by now, the big photography news this past week, other than the announcement of some camera called the iphone X, is the return of the Polaroid brand in a big way with a new analog camera. 

I think it's incredibly shrewd, firstly for the Impossible Project to acquire Polaroid, and then to rebrand itself as Polaroid Originals. Polaroid is an iconic company with 80 years of storied history, and continues to have a niche in the hearts and more importantly, minds of consumers young and old. Whether you've been around since Polaroid's heydays, or new to instant photography, you have probably heard of Polaroid. 

It's a good start for Polaroid Originals. The new camera itself is not that big a deal. And I certainly hope they will continue to improve the new film as well as support the vintage formats. The rebranding, however, marks a renewed commitment to "the future of analog instant photography." And that's what excites me the most.

The new camera uses i-type film, which no longer contains a battery in the film cartridge.

The new camera uses i-type film, which no longer contains a battery in the film cartridge.