The Return Of Polaroid

IN THE AGE OF commonplace digital image manipulation, Polaroid photographs feel refreshingly honest and direct. In theory, at least, you can't fake a Polaroid. You snap once, the photo sheet slips out, and what appears to be a blank square gradually transforms into an image. Remember those extended moments of anticipation: "Will it be blurry? Are everyone's eyes open? Is the lighting alright?" It may seem like an antiquated reaction long banished from our host of responses to photo-taking, but they're oddly comforting to anyone who isn't a digital native.

This nostalgic sentiment might help explain why Polaroid, along with other instant cameras such as Fujifilm Instax and Leica Sofort, is enjoying a quiet comeback. The company founded in 1937 has known tumultuous times. In 2001 and 2009, Polaroid was forced to file for bankruptcy. Between 2005 and 2009, it changed CEOs six times.

But in recent years, Polaroid has been on the up. Between 2015 and 2016, sales of its instant cameras grew a whopping 166 percent, reports NPD Research Group. Meanwhile, Fujifilm Instax has also seen a similar sales boost. For now the instant camera is riding a retro wave. Hipsters are embracing it; baby boomers and Gen X-ers are glad to have it back.