Word: polaroiding
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...most startling-and certainly the costliest-of the new generation of cameras is a box of magic from Polaroid, the developer of instant photography. Like all previous Polaroid Land cameras, the compact new camera will almost certainly bear the name of its inventor, Edwin Herbert Land, the founder, president, chairman and research director of Polaroid. Dark-eyed and quite youthful for his 63 years, Land looks every inch the scientific genius. A paradoxical person, he alternates between lives as laboratory recluse and businessman-philosopher. He can be intensely shy and awkwardly unsure in face-to-face conversation...
...past seven years Land has devoted his life to his new camera. He made the daring gamble of sinking nearly a quarter-billion dollars of Polaroid's money into its development, constructing huge plants before he knew whether the camera would work, or even how it would look. Yet with characteristic disregard for details-sometimes crucial ones-he still has not settled on a model name for the small Polaroid Land camera, which is scheduled to reach dealers' shelves in limited numbers late this fall. Around Polaroid headquarters in Cambridge, Mass., the camera is referred...
...will sell for at least $ 100 and perhaps for as much as $175. (For fear of completely halting sales on its higher-priced current models, Polaroid refuses to disclose the exact price of its new one.) Can the mass market possibly bear that price? Land answers extravagantly: "I think this camera can have the same impact as the telephone on the way people live." Polaroid salesmen are so sure of the SX-70's appeal that they speak of rationing it among dealers and predict that every unit produced in the first twelve months-perhaps...
...jacket. It weighs 26 oz. and is completely automatic, even to film advancement, which has had to be done manually (and sometimes faultily) in all previous models. The most unreal thing about the SX-70 is its film, which will cost no more than current Polaroid color film (about 45? per picture). Flicking out of the camera only 1.2 sec. after exposure, the pictures at first are a mass of opaque blue-gray, then slowly develop within four minutes in full view of the photographer. Sheathed in unscratchable plastic and backed by a thin coating of titanium, they...
Rarely in U.S. business history has any company tampered so drastically with a product that is already so successful. Since introducing its first "snap it, see it" cameras in Boston's Jordan Marsh department store in 1948, Polaroid has marketed some 26 million of them; today it sells more cameras in the $50-and-over class than all other companies in the world combined. However, sales really began to take off when the company broke the cost barrier on earlier models and produced Polaroids that retailed at discount for as little as $ 15. Since 1961, revenues have risen...