My first memory of the Polaroid camera dates back to when I was barely five. I vividly remember my dad, a gadget enthusiast, using it to snap photos of me and my brother. I was always fascinated by how, within moments, a photo would develop right before our eyes.
Founded in 1937 by Edwin Land, Polaroid’s first camera was released for commercial use in 1947. The iconic Polaroid SX-70, which many of us Gen Xers are familiar with, was introduced in 1972. It was considered a cultural icon, particularly in the 1970s and 1980s, thanks to its instant photography technology. The SX-70 became synonymous with convenience, creativity, and nostalgia.
It was also known for its sleek and foldable design, releasing four models within six years. I wasn’t born during this period so I have no personal memory of them. The only one I remember is the Polaroid SX-70 OneStep White Rainbow Stripe Land Camera that was released in 1977, and it became one of the most iconic versions. My dad had this model, and I witnessed him using this camera to take pictures. I would giddily wait beside him as the photo developed. It was always a treat!
I like to think that my two brothers and I inherited our dad’s love for documenting life’s precious moments—whether big or small. My father would often bring out his Polaroid camera to capture those moments, and my parents would label each photo with the date it was taken. In many ways, it’s always been a part of our lives.
When digital cameras were introduced in the '90s, and smartphones replaced them in the 2000s, Polaroid cameras were nearly forgotten. I’ll admit, I was guilty of this too! But every now and then, as I snapped digital photos, I’d remember the magic of the instant camera—the unique joy of holding a physical photo in my hands, something no digital image can replicate.
The company ceased production in 2008; however, a group of dedicated Polaroid fans—many of whom were older than me and had the drive to make a change—came together to form "The Impossible Project." They purchased the last Polaroid factory in the Netherlands and worked to revive the brand, launching products like the Polaroid Originals and the Polaroid Now series.
I first heard about the new Polaroid cameras when they were launched in 2022, but they weren’t available locally at the time. So when I found out they had finally arrived in the Philippines, I immediately shared the news with my family.
When I got my hands on the Polaroid Now + Generation 2 (P12,390), I immediately called my dad to ask if he still had his trusty old Polaroid OneStep Land Camera. As he searched for it, I dug through our old family albums for Polaroid shots. By the end of the day, he had found his camera, and I had uncovered the photos. It was the perfect time to reminisce and test the new camera together.
As a family whose last memory of Polaroid cameras was the OneStep, we were amazed to discover that the Now+ (Generation 2) not only delivers instant photos but also offers digital capabilities. With Bluetooth connectivity, you can control camera functions through the Polaroid Originals mobile app. Manual exposure, double exposure, and light painting are just a few of the creative options available for your shots. And yes, the flash is also adjustable, with settings that can be controlled via the app. This highest model also comes with five lens filters which includes starburst, red vignette, orange, blue, and yellow.
It also has the two-lens autofocus, which means twice the clarity. Just click the red shutter button, and it will do the job. Double exposure and self-timer modes are also part of this model’s features. Both the Now and Now+ models offer two-lens autofocus, double-exposure and self-timer modes.
Let’s return to the core of Polaroid and focus on the point-and-shoot feature, which is also available on the Now (P10,790) model. We decided to reenact the photo I had found, directing my kids to pose like me and my brother did in the original shot. My family had the same reaction when we noticed that the film took longer to develop and that the new photos were a bit more overexposed compared to the original. Perhaps it had something to do with the backlighting—see the photo below.
When I reached out to the Polaroid team here in the Philippines, they explained that “development time is affected due to the unavailability of chemicals that were originally used. The development takes around 10 to 15 minutes for having a completed image, but the actual complete development of the image may take up to 24 hours, and is also affected by temperature.”
I also asked how come our 1981 photo and the current one did not produce the same photo quality, the team explained that every photo is unique and cannot be exactly duplicated. There are various reasons why this happens, such as camera setting, film condition, handling of film after ejection, environmental factors, and many more issues. I also shared these observations with the local Polaroid team—“Over the years, some of the chemicals and processes originally designed for the film have been discontinued. The current film had to be completely reformulated. While today's film isn't identical to the original, it has improved sharpness and definition, while retaining the same quirky, magical Polaroid aesthetic that people have always loved.”
If you have specific preferences for photo quality or enjoy experimenting with digital edits, the Polaroid app is an excellent tool. With Bluetooth connectivity, you can adjust camera settings directly from the app. While it may take some time and practice to master the app and fine-tune the settings, the Now+ model is perfect for those who are comfortable with camera features and digital integration. Plus, it comes with colored lenses that double as filters, giving you even more creative possibilities.
If you prefer to snap photos quickly and enjoy the surprise of what the developed film reveals, then the Now model is perfect for you. For those who find the Now and Now+ a bit bulky, the Polaroid Go (P7,490) might be a better fit. It’s the world’s smallest instant camera, measuring just 4.13 x 3.3 x 2.44 inches—smaller than the palm of your hand. It also comes with a built-in selfie mirror that makes it a fun camera to bring with you when travelling.
All three cameras are made from 40 percent recycled materials and come with built-in USB-C ports. A fully charged battery can shoot 15 films. The Now and Now+ uses full-sized i-Tupe and 600 films, while the Go model uses a smaller film type.
Lastly, there’s the Hi-Print Pocket Printer (P8,390) that can print photos on 2x3 sticky sheets (P1,390 for a paper cartridge of 20 sheets). Other prices are the colored film packs of 16 in black and white frames (P1,690) for Go cameras, and I- type film packs of colored film packs of 16 in black and red frames (P1,540), and black and white film packs and colored film packs of 16 in white frames (P,1390).
As a family, it was a joy to reconnect with our memories while exploring the modern features these cameras offer. From the nostalgic appeal of holding a physical photo in your hands to the creative possibilities offered by Bluetooth integration and lens filters, Polaroid continues to deliver a unique photographic experience. Whether you’re a longtime fan or a newcomer to the world of instant photography, this new generation of cameras invites you to capture life’s moments—one instant photo at a time.