Polaroid’s New App-Enabled Instant Camera Gives More Creative Control to Shutterbugs
The Bluetooth-equipped Now+ camera offers the best of the analog and digital worlds.
Plus Icon
Danielle Directo-Meston
E-Commerce Editor
More Stories by Danielle
- You Want Those Tattoos From ‘The Bear’? Call Benny Shields
- The Best 4K Smart TVs for Watching Live Sports
- Best Face Forward: Hollywood’s 20 Best Skin Secrets & Beauty Biohacks
September 1, 2021 3:15pm
- Share on Facebook
- Share on X
- Show additional share options
- Share on LinkedIn
- Share on Pinterest
- Share on Reddit
- Share on Tumblr
- Share on Whats App
- Send an Email
- Print the Article
- Post a Comment
Add us as a Google Preferred Source
Polaroid
- Share on Facebook
- Share on X
- Show additional share options
- Share on LinkedIn
- Share on Pinterest
- Share on Reddit
- Share on Tumblr
- Share on Whats App
- Send an Email
- Print the Article
- Post a Comment
If you purchase an independently reviewed product or service through a link on our website, The Hollywood Reporter may receive an affiliate commission.
Polaroid’s instant film cameras are getting smarter. Beloved by Hollywood stars and creative legends alike (and the subject of at least two documentaries), the revived photography brand is giving shutterbugs the best of the digital and analog worlds with its latest Now+ camera, a Bluetooth-enabled point-and-shoot that unlocks additional photography features when paired with Polaroid’s upgraded app.
Priced at $150, the digital-equipped instant camera comes with five lens filters and works with Polaroid’s battery-free i-Type film. Photographers can connect the device to the brand’s iOS or Android app to expand their creative controls with features that let you control the focus and exposure, take double exposure images (also available without the app) and paint with a light.
Related Stories
F1 United States GP Guide: Last-Minute Race Tickets and Austin's Hottest New Openings
'Heated Rivalry' Goes All In on Physical Media Including Special Edition Blu-Ray and DVD
Polaroid Now+ Instant Film Camera $150
There’s also a tripod mode that lets you bump up exposure times in low light or nighttime conditions and a manual app mode for those who want to play with light metering, take multiple exposures or adjust the aperture, shutter speed or flash strength, to name a few options.
To celebrate the Now+, Polaroid tapped social media stars including Berlin-based makeup artist Kicki Zhang (who has worked with Burberry and Gucci) and French dancer and choreographer Jojo Akams to showcase the camera’s range.
Makeup artist Kicki Zhang in Polaroid’s Now+ campaign. Polaroid
The Now+ comes in white, black and gray colorways as well as in a starter set ($195) that includes color and black-and-white film packs, a travel set that comes with color film and a case, or a gift set that includes a color film and a camera strap. Film starts at $16 per pack or $45 for a triple pack.
The Bluetooth-equipped model is a modern version of Polaroid’s ’70s-born OneStep model, and marks the second product release from the revived brand after its pocket-sized Go camera was debuted internationally in April.
Founded in 1937 by Edwin Land, the original Polaroid Corporation went bankrupt in 2001 and again in 2008; that same year, The Impossible Project bought the company’s production machinery in the Netherlands and began manufacturing new instant film two years later. Poland-based billionaire Wiaczesław Smolokowski became a majority shareholder in 2017 after his son Oskar (now Polaroid’s CEO) persuaded him to invest in the company, and it was rebranded to Polaroid Originals that year; it dropped the latter part of its name last year.
The Polaroid Now+ camera is available online at Polaroid, Best Buy, Target, Walmart and other retailers.
Read More About:
THR Newsletters
Sign up for THR news straight to your inbox every day
More from The Hollywood Reporter
-
F1 United States GP Guide: Last-Minute Race Tickets and Austin’s Hottest New Openings
-
Comedy Trio Please Don’t Destroy Take Their Act to J.Crew for New Suiting Campaign
-
Hunter Schafer Reveals She Underwent Gender-Affirming Bottom Surgery
-
Harrison Ford and Calista Flockhart to Receive First Joint Award as Couple Is Selected for Icon Honors
-
‘Heated Rivalry’ Goes All In on Physical Media Including Special Edition Blu-Ray and DVD
-
Broadway Box Office: Julia Louis-Dreyfus’ ‘Other Desert Cities,’ Billy Crystal’s ‘860,’ ‘A Few Good Men’ See Strong Momentum
The Definitive Voice of Entertainment News
Subscribe for full access to The Hollywood Reporter
Most Popular
Harrison Ford and Calista Flockhart to Receive First Joint Award as Couple Is Selected for Icon Honors
Grab the Tissues, It’s Dedication Night on ‘Dancing With the Stars’: See the Scores, Who Went Home
Roseanne Barr Breaks Silence on High-Stakes TV Return: “Who Wants a Number One Show?”
Denzel Washington, Christopher McQuarrie Team for Original Thriller at Amazon MGM, United Artists
James Bond Auction: Daniel Craig’s ‘Skyfall’ Suit, Ana de Armas’ ‘No Time to Die’ Dress Hitting Block
Christina Applegate Reveals She Was Misdiagnosed and Does Not Have MS: “I Haven’t Gotten Better … I’m Back at Square One”
‘The Diplomat’ Team on the Real World Inspirations for Season 4’s “Authoritarian Behavior” and What’s Next After Dramatic G7 Scene
Must Reads
Olivia Rodrigo: The Queen of Sad Finds Her Happy Place
‘Ted Lasso’ Star Jason Sudeikis Goes One-on-One With WNBA Great Breanna Stewart (Watch)