Polaroid PIC-300: Instant Film Strikes Back . . . At Your Wallet

Polaroid 300

Polaroid instant cameras are finally back in town.  The new Polaroid PIC-300 is the first instant camera to be introduced since the old Polaroid died and was born anew (recall, however, that we were teased with the Polaroid PIC-1000 mockups back at CES 2010).  The Polaroid PIC-300 is a consumer-oriented camera that uses the aptly-named Polaroid 300 Instant Film. However, all this comes at a price.

While the camera will only set you back about $90, the film will suck you dry at $10 for a 10-pack.  That’s $1 per exposure folks.

Ah, yes, now I recall why Polaroid died.

The Polaroid 300 format is also smaller than the traditional Polaroid sizes from back in the day.  Instead, you get Fuji Instax Mini sizes – about the same size print as a business card.

No doubt that there’s a fun factor to the new Polaroid PIC-300; however, you’ll have to be committed to your nostalgic ideals to jump on this bandwagon.  The Polaroid PIC-300 gives new meaning to the expression “make every frame count.”

For those who are willing, it looks like J&R is the only place (aside from Polaroid.com) where you can find the Polaroid PIC-300 right now.

Updated: It’s also available from Amazon.com here.

Full details on the rebirth of Polaroid instant cameras in the press release below.

Polaroid 300 Press Release

NEW YORK, April 28 /PRNewswire/ — Fans of the Polaroid brand worldwide were devastated about the death of instant film. Now those fans can rejoice again: Polaroid instant photography is back. A worldwide group of creative voices has joined together because of their love of instant film photography and sharing. The “Polaroid Movement” unites creative minds, leading instant and digital imaging technologies and iconic photographers. For those who love the Polaroid brand and the sheer thrill of instant photography, the future is bright.

Today we announce the launch of the Polaroid 300 camera to mark the return of instant film photography. It is the first of many new products that help fans create, capture, print, store, share and enjoy images. Featuring classic Polaroid instant film, automatic flash and four scene settings, the new Polaroid 300 Instant Camera delivers a new twist on the classic instant photo. The camera is available with a suggested retail price of $89.99. Ten-packs of Polaroid 300 instant film retail for $9.99. The Polaroid 300 is a tribute to the iconic Polaroid brand.

“We are thrilled that today marks the return of instant. It’s bigger – and better – than ever. The Polaroid Movement is one that we heartfully embrace and intend to build upon by reaching the creative community and global Polaroid fans alike,” said Giovanni Tomaselli, Managing Director of the Summit Global Group, the exclusive worldwide licensee for Polaroid branded imaging products.

Lady Gaga’s recent appointment as the Creative Director for the Polaroid brand is one step in developing new and exciting Polaroid branded products. Lady Gaga recently presided over a series of product design and development sessions in Tokyo for co-branded Polaroid products. At these sessions, Lady Gaga unveiled her creative vision, style and passion for Polaroid products.

In addition, the Polaroid brand has partnered with global leaders in imaging technologies to reach and support its fans, both new and old. Summit Global Group announces a strategic partnership with Fujifilm on new technologies, products and distribution. This partnership brings together the heritage of the Polaroid brand with the world class capabilities of Fujifilm.

Summit Global Group has also partnered with ZINK Imaging with regards to its exciting ZINK® Zero Ink® Printing Technology, and with plans to market a full range of instant digital products utilizing ZINK technology. The launch of the Polaroid PoGo™ Instant Mobile Printer and Instant Digital Camera both use this groundbreaking ink-free printing technology to print photos instantly and without ink. New ZINK-enabled products will be unveiled in late 2010. These products will showcase the fun of instant and the power of digital that personifies what the Polaroid brand is all about.

In continued support of the photography industry, Summit Global Group has partnered with Aperture Foundation: a non-profit arts institution, publisher and overall leader in the photography field. The partnership includes the launch of a supplement to Aperture’s summer issue, comprised of the work of Chuck Close, Mary Ellen Mark and Joel Meyerowitz, as well as from instant photographer Maurizio Galimberti. The insert will be available exclusively at the Tribeca Film Festival (of which Polaroid is a proud sponsor) and to Aperture subscribers. The Polaroid brand is proud to support Aperture’s young patrons’ group SNAP!, which supports their Emerging Artists’ Fund and the Aperture Portfolio Prize in embracing new trends in contemporary photography.

“Apart from its approachable nature to amateur photographers, the Polaroid brand is a central part of many renowned artists’ work, including Ansel Adams, Andy Warhol and Maurizio Galimberti,” said Juan Garcia de Oteyza, Executive Director of Aperture Foundation. “Aperture is thrilled to see Polaroid bring back its signature instant photography and we look forward to seeing what a new generation will create with Polaroid products.”

“My enthusiasm for the return of instant is beyond description. Polaroid photography has been a significant factor in my career – and I am thrilled that it will continue in my future,” said photographer and Polaroid fan Joel Meyerowitz.

“Reconnecting consumers to the soul of the Polaroid brand through instant photography will stimulate growth opportunities and satisfy our global fans.” stated Scott W. Hardy, President of PLR IP Holdings, LLC.

About Polaroid

Across several generations, people regard Polaroid as one of the most trusted, well-respected and recognizable brands when it comes to instant photography. The Polaroid story began more than seventy years ago with polarized sunglasses, evolved into instant film, cameras, and camera accessories, as well as other consumer electronics categories. People can expect to see new Polaroid branded products that will deliver the fun, instant gratification and value for which the brand has long stood. Polaroid and Polaroid Pogo are trademarks of PLR IP Holdings, LLC. For more information, visit www.polaroid.com.

About the Polaroid 300 Instant Camera

Featuring classic Polaroid instant film, automatic flash and four scene settings, the new Polaroid 300 Instant Camera delivers a new twist on the classic instant photo. The camera is available beginning April 2010 at Bloomingdales, J&R and Polaroid.com with a suggested retail price of $89.99. Ten-packs of Polaroid 300 instant film retail for $9.99 at Bloomingdales, J&R and Polaroid.com.

About the Summit Global Group

The Summit Global Group is a worldwide consortium of leading design, development, and distribution firms for imaging products. Headquartered in Salt Lake City and with offices in New Jersey, Boston, United Kingdom, Tokyo, and Hong Kong, Summit Global manages the production- and distribution needs of a worldwide clientele (www.thesummitglobalgroup.com). Summit Global Japan KK is based in Tokyo Japan with a mandate to deliver best-in-class service to the Japanese marketplace (www.thesummitglobalgroup.jp).

About Aperture Foundation

Aperture — located in New York’s Chelsea art district — is a world-renowned non-profit publisher and exhibition space dedicated to promoting photography in all its forms. Aperture was founded in 1952 by photographers Ansel Adams, Dorothea Lange, Barbara Morgan, and Minor White; historian Beaumont Newhall; and writer/curator Nancy Newhall, among others. These visionaries created a new quarterly periodical, Aperture magazine, to foster both the development and the appreciation of the photographic medium and its practitioners. In the 1960s, Aperture expanded to include the publication of books (over five hundred to date) that comprise one of the most comprehensive and innovative libraries in the history of photography and art. Aperture’s programs now include artist lectures and panel discussions, limited-edition photographs, and traveling exhibitions that show at major museums and arts institutions in the U.S. and internationally.



  1. Moochie says

    Wow, what crummy reportage. I won’t say there’s a specific digital only agenda in this report but it does ignore facts & info pertinent to any such discussion.

    If one is looking at this from an informed, factual point of view, 10 bucks a pack is cheap! SX-70 film debuted in 1972 at $6.90. Adjusted for inflation, that would cost $34.99 today! Now, THAT’s not cost effective! A $2.10 (31%) increase in nearly 40 years is practically negligible, considering other things we frequently buy. Remember what gas cost back then? Right around 35 cents, depending on your region of the US. Adjusted for inflation, we should only be paying $1.77 right now! I just paid $2.93 yesterday. That’s over 800% increase in 40 years! Sucha deal.

    So, I’ll be OK paying $10 for film that is superior in every way to the old stuff, thanks. Fuji’s various instant films are spectacular, both Instax & pack film. If you haven’t used them, you’re missing out! I can’t wait to see what the Impossible Project comes up with for color film. And I’ll be among the first to check out new Polaroid SX-70 or 600 film, too.

    Compare $10 per 10 pack of instant film to medium format film. I save money by developing my own B&W MF film & having color & slide rolls developed only, no prints, & scan it all myself. But to have MF film developed with prints works out to about $4 (average) for the film & $5 for developing & 4X4 prints @ Dwayne’s Photo (one of the cheapest around) & with shipping, that’s over $10 per roll. For 12-16 shots per roll, that’s just about the same price as instant film. That’s a wash. See how facts work?

    So, if one were looking at actual, real fact, one would find that instant film is quite cost effective.

  2. says

    thanks moochie, it wasn’t just me. instant integral film is ridiculously expensive at the moment, $10/10pack is a bargain for such.

    kudos to polaroid, even though i am annoyed they’re only doing it because of the demand for similar fuji products after they killed their other integral films.


  3. Jan Andersson says

    Not all of us is shooting for the fun of it; most shots I make is in my job. And I welcome any system that will eliminate the time lap from the shooting moment to the showing moment, i.e. unload the digital camera to the PC, open and edit the picture files, rename, (compact and email), print, store and backup. Someone is paying for this time, and often waiting for the prints, counting the minutes. So until we have a 10” display PhotoPad with internal lens and full area LED floodlight and flashes on the other side, and which can be handed over to my employers instantly, the Polaroid will be useful.

  4. Fiveby Tuesday says

    Wow, congrats Polaroid! – Now if it only saved the images to a flash drive and printed them! That would be the BOMB! – Lets go Polaroid! –

  5. Dave says

    Fiveby Tuesday – You’d have to build a scanner into the camera and probably have it hold them until they were fully developed before it scanned and sent them out.. which would be a useless feature anyhow considering you’d have the physical medium within seconds and could feed it through a scanner later on. Not every device needs to be digital.

    I’d love to see how small they could make these cameras with the smaller film. I had an old instant camera that would print out stickers of the photographs you took back that was fairly compact but I imagine they could still do better than that.

  6. Yabai.Youth says

    Are you kidding me Polaroid? A rebranded “Fujifilm Instax Mini 7″ is the best you can do? For an entire century, Polaroid has been the leader in instant photography, and now after discontinuing their entire camera and film line-up, their claim to a comeback is a rebranded, price-inflated (I got mine for only fourty bucks Canadian), sub-par image quality camera.
    I’m sorry for the negative comment, but really, I love Polaroid and there is nothing more I would love to see then a revival of instant films, but as I see it, this is not the way to revive a dying medium.

  7. coley says

    i would like to hear pros and cons comparing the polaroid pic-300 to fuji instax mini……………..please…………anybody??? image quality? user friendly? film costs?

    thank you!!!

  8. says

    COLEY: There probably isn’t any difference at all. Best guess is that THE POLAROID HOLDING CORP is just having them rebrand the Fuji stuff… They’ve been producing it for a while, nobody is going back to the drawing board here. You want progress, go to Impossible Project.