Polaroid Instant Film To Return In 2010

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When Polaroid announced last year that it would stop making its iconic film, professionals in real estate, construction and fashion criticized the move. They said they needed the instant hard copy for their work. Polaroid has announced that new cameras and film will be on sale sometime next year.


Our last word in business today is smile. When Polaroid announced it would stop making its iconic film last year, devotees went into mourning. It wasn't just sentimental shutterbugs, but also professionals in real estate and construction and fashion who need instant hard copy images to do their work. And their cries have been heard.

Mr. SCOTT HARDY (Vice President, Polaroid): We realize that there is a tremendous need in the market to reintroduce instant photography.

MONTAGNE: That's Scott Hardy, vice president of Polaroid's new parent company which has announced plans to put instant film back on store shelves. Demand may not be huge, but as Hardy says, there is a stable niche market that justifies the move. Within six months, we should once again be able to buy that 3 x 3 film with the white border. Now, if you've misplaced or perhaps auctioned off your dusty old Polaroid camera, don't fret. Hardy says, new cameras will be on the market, as well.

And that's the business news on MORNING EDITION from NPR News. I'm Renee Montagne.

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