Forget Instagram. This Instant Camera Is Polaroid on Steroids.


September 19, 2016 9:00 am

Once upon a time, the candid photo was actually, y’know, candid.

No filters. No trash bin. No retaking the same photo 10 times in a row in order to ensure that every detail is primed for maximum social engagement. Just point, click, print and move on. This was back when cameras documented experience, rather than dictating it.

Fortunately, one of the world’s best photography companies is set to release a new snapper that wants to throw things back to the Golden Age.

Baptized the “Sofort,” Leica is bringing the instant camera back into rotation. Utilizing their top-of-the-line designs, the company decided it wasn’t the worst idea to also have a little fun.

It’s portable but delivers a satisfying print a la FujiFilm, and will include optional accessories like cases, straps and albums. And while all that’s fine and dandy, it’s the top-notch innovation that goes into every Leica cam that sets the Sofort apart, like its nicely designed navigation menu, timer and intuitive icons with modes such as Selfie, Party, Sport and Macro.

Coming to market in November, the device is said to run around $315, with film costing $13-$15. That’s easy street compared to the median $25 a pop for insta-film on eBay. The device will be available in orange, mint and classic white.

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