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Polaroid Originals Brand Launches With OneStep 2 Camera

The Impossible Project has been doing its best to keep old Polaroid cameras fed with film for several years, and has even released its own modern take on the instant camera, the I-1. At the same time, the Polaroid brand has been applied to all types of products that have nothing to do with photography, instant or otherwise—televisions, remote control quadcopters, headphones, you name it.

It looks like that's changing. In May, the Polaroid brand was acquired by Impossible's majority shareholder, Wiaceczlaw Smolokowski, and today it's merging with Impossible and returning to its instant, analog roots, under a new banner: Polaroid Originals. Smolokowski's son, Oskar, will serve as CEO, the same position he held at Impossible.

Polaroid Originals FilmTo coincide with Polaroid's 80th birthday, the company is announcing its first Polaroid Originals product, the OneStep 2 camera. It looks like a more simplified version of the I-1. It sports an internal rechargeable battery, so you won't have to rely on film packs for power, along with a built-in flash, an exposure compensation control switch, and one-button operation. It's housed in a sleek, retro exterior that makes it clear that it's a spiritual successor to the classic OneStep.

It's also much more affordable than the I-1. The OneStep 2 is debuting at just $99.99, broadening its appeal and making the cost of film a bit more palatable. It starts on Oct. 16.

Originals is also releasing newly formulated film. The new film, available in color or black-and-white, will sell in packs of eight exposures for the I-1 and OneStep 2 for $15.99. It can also be had in SX-70, 600, or Spetra formats, with a battery to power vintage cameras, for $18.99. It starts shipping today.

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