Polaroid brings down the shutters on iconic film Three factories close and 450 jobs go as another product falls victim to digital age THE DIGITAL age has claimed another victim. First it was the VHS recorder, then the humble transistor radio. Now it's the turn of the Polaroid camera.
Yesterday, the company behind the iconic instant camera announced it was to stop making the film used by Polaroid enthusiasts, because there is no longer a market for it.
Three factories will close in Massachusetts, Mexico and the Netherlands, resulting in 450 job losses. The company stopped making the cameras for commercial use in 2006 and halted production of the consumer models last year.
"We're trying to re-invent Polaroid so it lives on for the next 30 to 40 years," said Tom Beaudoin, the firm's president.
This reinvention means developing Polaroid-branded digital cameras, and portable printers for mobile phone images.
Last month, Polaroid unveiled a line of Zink printers that can develop wallet-sized photos from digital cameras in 60 seconds. The company plans to roll out larger-format printers in coming years.
Polaroid also makes DVD players, TVs and other electronic products, which bring in about $1 billion in annual sales, Beaudoin added.
"Our main product line was in a technologically driven decline,'' said Beaudoin. "The Zink printers will complete the transformation from analog instant to digital instant.''
Polaroid film, which has been around since the late-1940s, became a big hit with people who wanted instant results from their camera, and in 1994 its popularity peaked with sales reaching $2.3bn.
However, these figures dropped dramatically to $752 million in 2003 as customers moved to digital cameras.
Polaroid, which was bought out by Petters Group Worldwide three years ago after filing for bankruptcy, will make enough instant film to last into 2009.
It plans to license the technology to third-party companies, leaving Fujifilm as the only remaining supplier of instant film in the United States.
In March, Polaroid's Vale of Leven factory in Dunbartonshire was bought over by StyleMark Inc, a US sunglasses company.
The blame for Polaroid's demise has been laid squarely at the door of digital photography because consumers can achieve the same quick results with the added bonus of being able to edit the images and print them at home.
However, not everyone is convinced Polaroid instant cameras have gone out of fashion. John Buckle, who runs The Photographer's Gallery shop in London, said he has seen a rising number of people buying them.
"I think people love the effect of using a Polaroid camera and film that you don't get with digital cameras. It's the same reason people still love vinyl - it's the way it looks and feels.
"We're selling more and more as Polaroid make fewer and fewer. We're now selling refurbished Polaroid cameras from the 1970s and I think that interest is going to grow because it's a design classic that everyone recognises."
He added: "We hope that someone else will take over the licence and manufacture the film and cameras again because I certainly can see there's a niche market out there, people who still really want to shoot on Polaroid."
Sunday Herald fashion photographer Chris Blott said that although he doesn't use Polaroids in his professional line
of work any more, he still uses them
for fun.
"I just shot a wedding for a friend last weekend and we shot the whole thing on digital, but I also set up a studio in the evening and shot Polaroids of the guests.
"The reason I did that was because it balanced the very clinical stuff you get with digital. Polaroid is a one-off, it's organic and there's something really special about Polaroids and that's why I'm a fan of them.
"There's that anticipation, that minute of having to wait for the image to be revealed. It's brilliant. It's the magic of film. It's pure and enjoyable."
He added: "I've still got a Polaroid and it takes the most amazing photo-graphs and I still shoot with that for
fun, but I don't think the film will be made any longer, which is a real shame," he added.
Andy Warhol was probably the most famous artist to use Polaroids, in the production of his silkscreens. So important were they to his art, the manufacturers kept the model Warhol used in production especially for him.
Celebrity photographer Rankin is also known for his love of Polaroids. He exhibited thousands of Polaroid images he had taken throughout his career in
a series of exhibitions in 2006 and 2007, where he sold each of them for £500.
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Posted by: Tom, UK on 12:57pm Sun 10 Feb 08
I think this is a major miscalculation on Polaroid's part. I can imagine that their cameras were loss-makers, but there will still be a thriving market for 4x5 film for view cameras. Nothing in their digital product lineup fills a distinct niche the way that film does.
If Polaroid don't want to keep supplying that market, then someone else certainly will. When that happens, Polaroid will realise that they've sold off the family jewels.
I think this is a major miscalculation on Polaroid's part. I can imagine that their cameras were loss-makers, but there will still be a thriving market for 4x5 film for view cameras. Nothing in their digital product lineup fills a distinct niche the way that film does.
If Polaroid don't want to keep supplying that market, then someone else certainly will. When that happens, Polaroid will realise that they've sold off the family jewels.
Posted by: N, Glasgow on 11:13pm Sun 10 Feb 08
As someone who worked for Polaroid until very recently I'm afraid the writing has been on the wall for the instant film for quite some time, especially in the 600 pack film. They just didn't want to tell anybody because they'd lose their major cash cow which is paying for the losses the consumer electronics side is making. The closure of the Netherlands factory in the middle of this year has been known about internally for at least a year.
As someone who worked for Polaroid until very recently I'm afraid the writing has been on the wall for the instant film for quite some time, especially in the 600 pack film. They just didn't want to tell anybody because they'd lose their major cash cow which is paying for the losses the consumer electronics side is making. The closure of the Netherlands factory in the middle of this year has been known about internally for at least a year.
Posted by: Kris, Oslo on 3:29pm Mon 11 Feb 08
Polaroid missed the boat 10 years ago when consumer digital photography became mainstream. Sure, they made a few lame attempts at badge-engineering digital cameras that were subsequently offloaded in Aldi and Lidl stores.
That can't have done the brand any favours. It's a real shame to see an iconic brand fall victim to it's own misguided product-management.
Polaroid missed the boat 10 years ago when consumer digital photography became mainstream. Sure, they made a few lame attempts at badge-engineering digital cameras that were subsequently offloaded in Aldi and Lidl stores.
That can't have done the brand any favours. It's a real shame to see an iconic brand fall victim to it's own misguided product-management.
Posted by: Jason Stacey, SF,CA on 12:45am Tue 12 Feb 08
I bought one digital camera for $400 two years ago (Canon). I've yet to purchase a second one. I only need one. I spend on average $1900-$2500 yearly on Polaroid film. I have been using Polaroid film for 12 years. One year I spent $2256.75 (per the receipt dated 8/16/2005) on one purchase alone. Calculate that Polaroid. Guess in the future I'll have more room in the house and little more money. Be a little less satisfied with photography though.
I bought one digital camera for $400 two years ago (Canon). I've yet to purchase a second one. I only need one. I spend on average $1900-$2500 yearly on Polaroid film. I have been using Polaroid film for 12 years. One year I spent $2256.75 (per the receipt dated 8/16/2005) on one purchase alone. Calculate that Polaroid. Guess in the future I'll have more room in the house and little more money. Be a little less satisfied with photography though.
Posted by: Ed, Ottawa, Canada on 5:57am Tue 12 Feb 08
I strongly doubt it costs much to manufacture Polaroid film, so how they could not make money even off a niche market is beyond me. The brand name has strong recognition, so hopefully it will be resurrected or technology purchased by Fuji to mix with their own instant films. I spend $2200 on film this past summer and never had so much fun in my life shooting. Sad day.
I strongly doubt it costs much to manufacture Polaroid film, so how they could not make money even off a niche market is beyond me. The brand name has strong recognition, so hopefully it will be resurrected or technology purchased by Fuji to mix with their own instant films. I spend $2200 on film this past summer and never had so much fun in my life shooting. Sad day.
Posted by: Bruce Howell, Los Angeles on 3:03pm Tue 12 Feb 08
I work for the city of Los Angeles, Bureau of Public Works, we use Polaroid photos to document the work we perform abating nuisance vacant lots, we do not use digital because the photo can be altered, resulting in claims against the city. There certainly is a need for the polaroid.
I work for the city of Los Angeles, Bureau of Public Works, we use Polaroid photos to document the work we perform abating nuisance vacant lots, we do not use digital because the photo can be altered, resulting in claims against the city. There certainly is a need for the polaroid.
Posted by: N, Glasgow on 11:29am Wed 13 Feb 08
For a £10 pack of film the govt. takes £1.49 in VAT.
Retailer takes about £2.50.
Polaroid makes about £1.80 margin
Production cost is just over £4 if memory serves.
It's a complicated, energy intensive process and the chemical, plastic and paper costs are VERY high. They've gotten a lot higher recently as well since they haven't been buying as much raw material and suppliers have raised their prices.
Major limiting factor in the 600 films is actually the built-in batteries. I believe they aren't RoHS compliant and it wouldn't be worth the money to reengineer them. They made a massive quantity of batteries just before the RoHS restrictions came in then closed the plant in the US that made them.
For a £10 pack of film the govt. takes £1.49 in VAT.
Retailer takes about £2.50.
Polaroid makes about £1.80 margin
Production cost is just over £4 if memory serves.
It's a complicated, energy intensive process and the chemical, plastic and paper costs are VERY high. They've gotten a lot higher recently as well since they haven't been buying as much raw material and suppliers have raised their prices.
Major limiting factor in the 600 films is actually the built-in batteries. I believe they aren't RoHS compliant and it wouldn't be worth the money to reengineer them. They made a massive quantity of batteries just before the RoHS restrictions came in then closed the plant in the US that made them.
Posted by: Jeff Butterfield, Bristol, UK on 4:55pm Fri 15 Feb 08
As far as I can tell the users of large format 5x4 and bigger will continue to want the film. I use an MPP Large Format camera and the Polaroid Pos/Neg material at a rate of 40 sheets per month and would hope to continue to do so.
My medical and scientific friends still use 5x4 for their ociliscope recordings.
As far as I can tell the users of large format 5x4 and bigger will continue to want the film. I use an MPP Large Format camera and the Polaroid Pos/Neg material at a rate of 40 sheets per month and would hope to continue to do so.
My medical and scientific friends still use 5x4 for their ociliscope recordings.
Posted by: Jared Millar on 12:35am Wed 20 Feb 08
Who cares if Polaroid "lives on for the next 30 to 40 years" if they're not making Polaroid film?
Who cares if Polaroid "lives on for the next 30 to 40 years" if they're not making Polaroid film?
Posted by: Spencer Beale, UK, London on 9:54pm Wed 5 Mar 08
This is awful! I am 17 and have recently got into photography. I have used a polaroid once. and I really want to use it from now on. I can't believe I won't be able to use it again.
The instant film is the first (and possibly the only) thing everyone thinks of when they hear "polaroid", it was only recently that I learnt that it was a company and not a brand name! It is an iconic figure of the company. Polaroid will lose out on so much if they stop the film. Someone should write a petition!
Digital is taking over everything. It is only a matter of time until 120 and 35mm films become erased from the market. I can see B/W film lasting longer than colour film because it is a novalty. But all film is doomed sooner or later. I predict that by the year 2015, film will be gone totally. Its a great shame.
This is awful! I am 17 and have recently got into photography. I have used a polaroid once. and I really want to use it from now on. I can't believe I won't be able to use it again.
The instant film is the first (and possibly the only) thing everyone thinks of when they hear "polaroid", it was only recently that I learnt that it was a company and not a brand name! It is an iconic figure of the company. Polaroid will lose out on so much if they stop the film. Someone should write a petition!
Digital is taking over everything. It is only a matter of time until 120 and 35mm films become erased from the market. I can see B/W film lasting longer than colour film because it is a novalty. But all film is doomed sooner or later. I predict that by the year 2015, film will be gone totally. Its a great shame.
Posted by: Matthew Houston, London UK on 12:22am Sun 16 Mar 08
I have used Polaroid since I began making photographs as a youngster in the '70s. I remember when their 3.25 x 4.25 instant colour transparency film was discontinued - a beautiful film like nothing else. Then we lost Type 665 which is still the only film I use for portraits and I bought as much as I could afford last year. Type 55 - the pos/neg film is another favourite of mine and I use it all the time. Again it is a unique product with nothing approaching it in quality. Polaroid made their name with extraordinary film design which has never been out classed. Now a multi-billion dollar company it seems that making film is an irritating side-line in their fight to compete with the big players in home entertainment and digital technology. I have often thought that it would be a relief if their instant film production could be taken over by someone that truly appreciated its unique and important qualities. It would be so exciting to see some of the long lost beautiful materials reappear and maybe other formats introduced too ( imagine Type 55 in 5 x 7 format ! ) I don't know the economics of production but I do know that Polaroid have always produced the most remarkable materials that many photographers, scientists, technicians, artists etc. still rely on today. Edwin Land's invention remains unsurpassed and highly valued today. It has been of service to imaginative people for many decades and deserves to find imaginative business people to ensure that it lives on into the future.
I have used Polaroid since I began making photographs as a youngster in the '70s. I remember when their 3.25 x 4.25 instant colour transparency film was discontinued - a beautiful film like nothing else. Then we lost Type 665 which is still the only film I use for portraits and I bought as much as I could afford last year. Type 55 - the pos/neg film is another favourite of mine and I use it all the time. Again it is a unique product with nothing approaching it in quality. Polaroid made their name with extraordinary film design which has never been out classed. Now a multi-billion dollar company it seems that making film is an irritating side-line in their fight to compete with the big players in home entertainment and digital technology. I have often thought that it would be a relief if their instant film production could be taken over by someone that truly appreciated its unique and important qualities. It would be so exciting to see some of the long lost beautiful materials reappear and maybe other formats introduced too ( imagine Type 55 in 5 x 7 format ! ) I don't know the economics of production but I do know that Polaroid have always produced the most remarkable materials that many photographers, scientists, technicians, artists etc. still rely on today. Edwin Land's invention remains unsurpassed and highly valued today. It has been of service to imaginative people for many decades and deserves to find imaginative business people to ensure that it lives on into the future.
Posted by: Harvey, Yorkshire on 4:09pm Thu 17 Apr 08
Does anyone know who does good deals on Polaroid film so I can buy up a bit and at least use the camera for a little while yet. I only want it for taking one or two shots on holiday, so 20 of them would probably last me 3 years.
Does anyone know who does good deals on Polaroid film so I can buy up a bit and at least use the camera for a little while yet. I only want it for taking one or two shots on holiday, so 20 of them would probably last me 3 years.
Posted by: Jonathan Polkest, Penzance Cornwall on 8:15pm Mon 7 Jul 08
I guess all the initial hullabaloo has died down about Polaroid film, its getting more and more difficult to source out of date stock so I hope some one with half an idea about how cherished the polaroid format is - particularly in the art world and in particular 5x4 large format - can get the thumbs up to manufacture some film, the out of date stock sells at £30 for a box of twenty shots (dated 2005) Even Ebay has dried up.
I guess all the initial hullabaloo has died down about Polaroid film, its getting more and more difficult to source out of date stock so I hope some one with half an idea about how cherished the polaroid format is - particularly in the art world and in particular 5x4 large format - can get the thumbs up to manufacture some film, the out of date stock sells at £30 for a box of twenty shots (dated 2005) Even Ebay has dried up.
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