Simplicity and immediacy. These two words alone would be enough to describe Polaroid Now, the latest instant camera born from the revived American brand. I tried this new Polaroid with the collaboration of max&douglas and I'll tell you about it in this review.
- Polaroid: a timeless classic
- Polaroid Now review: the key word "ease"
- The autofocus
- The flash
- Films: two euros per photo!
- Polaroid Now: prezzo
- Polaroid Now review: the opinion of max & douglas
- Polaroid Now review: the conclusions
Polaroid: a timeless classic
The new Polaroid Now is the first model of a new era, which marked the return to the original name of the brand, which in 2008 had given way to digital photography. But Polaroid never completely died, in fact, a group of enthusiasts had taken over the last factory still alive and created “The Impossible Project”.
The name, not chosen by chance, was precisely to indicate the desire to bring up a photograph that seemed outdated and buried by the digital one.
In reality, the impossible mission has never completely succeeded, thanks to the fact that we do not have the magic recipe for the creation of Polaroid films as we knew them. This is why many have always criticized this aspect of the ambitious project, which however, in 2020, led to a new turning point. Polaroid was reborn from its ashes by bringing together under one hat all the small and diverse souls who had kept the brand alive in one way or another over the years. Obviously also “The Impossible Project”, but also the section that had created digital cameras.
And if instant photography marked the turning point many years ago, making an art for a few a mass tool, it has also had the same great success in recent years. Ever since digital photography took over, and even more so with today's smartphones, we've all been bombarded with instantly accessible images. But what we are not used to, and which is still capable of arousing great emotions, is touch the photograph with your hand. In the true sense of the word.
For this reason I would say that waiting for the development of the photographs taken is the true pinnacle of instant photography. Those minutes that seem like an eternity bring joy and sometimes pain. But this is precisely the essence of instant cameras, especially those of Polaroid that carry a story with them. I dare to tell the story. And it is no coincidence that often, and erroneously, all instant photographs are considered Polaroid.
Polaroid Now review: the key word "ease"
Polaroid Now is an analog camera that accepts instant-developing films and has very little modernity. The lines recall the models of the past and the experience of use takes us back over the years. Of course, being a model born in 2020, some aspects to make the new Polaroid Now even more affordable for everyone have been revised.
For example, we find a lens with autofocus, as well as a comfortable one USB type A socket to recharge the battery. On the back, however, an LED reminds us of the number of shots we still have available on our film.
Getting familiar with Polaroid Now takes just a few minutes, it's instant! Jokes aside, there's little to learn other than that the big red button on the front of the body is the one for the shot. On the opposite side, however, we find a smaller one to start the self-timer, while on the back Galilean viewfinder, button for switching on and to activate (or rather deactivate) the generous flash.
Polaroid Now recensione: l’autofocus
The only thing we need to focus on when shooting is the shot, Polaroid Now takes care of everything else. In particular, the double lens with which it is equipped. There are, in fact, two optics, one 35mm and one 40mm, whose purpose is to manage distances. In practice, this means that the 35mm lens works for photographs in which subjects are between 55 and 130cm away, while the other is for those between 60cm and infinity. We will not be the ones to choose which optics to use, as happened for example with the OneStep +, but the selection takes place automatically.
In this way the focus should always be very precise, but not being in front of a concentrate of technology, know that the latter is not always infallible. As with the most modern cameras, however, we will have to remember to make the shutter button run halfway, so that the autofocus is activated and the selection of the lens to use takes place.
The flash: faithful companion
No wonder the Polaroid Now flash is on by default. With this camera we cannot think of making portraits characterized by a great bokeh. Nor to photograph in low light conditions. For this reason the suggestion is to use it almost always, if only you are afraid of not having enough light you will surely need it.
If we really do not want to use the flash can intervene double exposure mode. It is activated by pressing the self-timer button twice and Polaroid Now will take two shots at different exposures that will be merged into print. In this case, make sure you stay as still as possible, both the shooter and the subject, unless you are looking for deliberately creative effects.
Films: two euros per photo
It's not all that glitters now. If the ease of shooting with Polaroid Now is a fact, you need to pay close attention to some aspects. Above all, what can be done and what is best avoided. Especially since each photo has a very specific cost: about two euros. Each pack of films Polaroid i-Type it costs 16 euros and allows us to shoot 8 fotografie. So it would be a shame to waste them in situations where we definitely wouldn't get a good result. But this aspect is also good, it leads us to think first about compulsively shooting as we are used to with smartphones.
The wait between one shot and the next due to the development time helps us in this sense, also because there is a special curtain that keeps the snapshot covered and protects it during development. And yes, you don't need to wave them in the air to make them develop! However, if you are in a hurry to resume shooting, you can always remove the print and quickly put it in a place sheltered from light.
Speaking of films the color rendering seems to have returned to the faithful one of the past, no longer with faded colors like those of recent years.
Polaroid Now: prezzo
Remaining on the subject of costs, Polaroid Now is on sale for € 129,99, an affordable cost due to the lack of technology inside and perhaps not excellent materials for all the elements.
Polaroid Now review: the opinion of max & douglas
For the Polaroid Now review I asked max & douglas for help, they used the films we had available and came up with their own idea of how this new instant camera works. Here's what they told me.
“Picking up a Polaroid after a long time is always a pleasure. That feeling of concreteness given by being able to obtain a physical result (unlike digital) in a matter of minutes is something that has no equal. Of course, the limitations are many and the control is not total but maybe that's the beauty of it: the surprise effect. When you realize that everything you know about photographic technique will somehow be spoiled by fate, you realize that it could almost represent a metaphor for life. You are NEVER in control. On this occasion we faced this short test in two distinct ways: in the first case trying to reproduce a real photo shoot of 3 good shots of a young skater portraying her in her "habitat" (our bread, in short) and in the second , instead, trying to create emotional, almost dreamlike images on Lake Como, also helped by the type of films. In both cases, passed with flying colors. It was a great experience but also a small dip in our past, when, at the beginning of our career, we shot only and exclusively in Polaroid. "
Polaroid Now review: conclusions
At the time of the presentation of Polaroid Now, more than the camera itself, I was struck by the return to the original name of the brand. No more Polaroid Originals, Impossible Project or more, only and exclusively Polaroid. In my opinion, an important signal that the company wanted to give to the market: we are back and we are serious. The Polaroid name has always remained alive and now that films also give very good results again. I believe Fujifilm and his Instaxes are fearing for their happy island created in recent years. Not so much for a quality appearance, as for iconicity.
A Polaroid always attracts attention, even when it is simply placed in the house.
Discount
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