Photographers’ Gallery is the Exclusive Launch Venue for New Polaroid Film

LONDON.- The Photographers’ Gallery Bookshop announced that its is the exclusive UK launch venue and retailer for The Impossible Project’s new analogue instant film for Polaroid cameras. The film will be launched at a special event at the Bookshop on Saturday 24 April 2010 from 13.00 until 17.00.

Polaroid instant cameras and photographs are one of the most iconic products of the twentieth century. In early 2008 Polaroid ceased production of its instant film and The Photographers’ Gallery Bookshop became one of the only places it could be purchased. The launch of the new film by The Impossible Project means that the future of analogue instant photography, an extremely popular medium, is now secure.

New analogue instant film for Polaroid cameras

The Impossible Project is a group of enthusiasts and former employees who, in October 2008, took over Polaroid’s factory in Enschede in The Netherlands. Their aim is to keep analogue instant photography alive by producing brand new types of instant films compatible with the original Polaroid cameras. After seventeen months of research and development, The Impossible Project announced that it had succeeded in its task of reproducing a new analogue instant film for traditional Polaroid cameras, saving millions of perfectly functioning Polaroid cameras from becoming obsolete.

The Photographers’ Gallery Bookshop will be the exclusive UK launch retailer of The First Flush Edition release of The Impossible Project instant films. The public will be able to test the new film at the launch on Saturday 24 April between 13.00 and 17.00 and will also receive 10% off of all Impossible Project and Polaroid products and a free Polaroid bag with purchases.

The film is a brand new type of instant film, PX Silver Shade, in silver based monochrome shades. It is available in two formats for original Polaroid cameras – Polaroid 600 and SX-70 (both priced at £19.99, with 10% off at the launch event). Both films can be manipulated allowing for a range of artistic effects. Colour films will be available later in 2010 and will also be available to purchase from The Photographers’ Gallery Bookshop.

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