We’ve been covering the increasing number of Instax emulsions from Fujifilm with a combination of caution and excitement. On one hand, we definitely don’t mind seeing new films such as the Instax Mini Monochrome which was released in September, but on the other hand, we never want to see Instax Velvia replace 135 or 120 Velvia.
Don’t laugh – eventually this cruel mockery of a legacy emulsion could become reality.
For now however, we’ll be happy with what we see as Fujifilm making the best of a bad situation for analog film. It is bringing it back in a fashionable, fun and accessible manner, and it’s never been more hip to be square.
We covered the announcement of its square film last month. At Photokina, Fujifilm displayed early prototypes of this square film, although they were sequestered away behind a glass panel, and now we are getting coy teasers of its much-anticipated square format Instax camera, which is equally hidden away in the shadows.
Fujifilm has just released a minute long video that is probably the most irrelevant teaser I’ve ever seen; it’s filled to the brim with colourful animations of squares, and has just three brief shots of the product itself. Even in terms of teasers, this is pretty laughable, although the little we see of the camera suggest it will be sleek, with a black exterior and smooth, rounded curves.
As we mentioned before, this new square film will be smaller than old Polaroids, and the colours and gloss look pretty impressive. Both the camera and the film will ship in 2017, and Fujifilm will probably be quick to add monochrome film depending on the success of the product.
. digitalrev.com
2016-10-18 03:00
