![]() ![]() More importantly, wallets/purses are specifically designed for this size, meaning Fuji saw a marketing gap for the pocketable instant print. Interestingly it didn't go for the square format that Polaroid used, but ISO 7810 - now that just trips off the tongue! This is the international standard for identification cards or, perhaps as more commonly adopted, credit and debit cards. Most of these early products were only available in Japan, but it saw an opportunity in the market and released the Instax product line globally in 1998. It did in the form of a technology exchange for its expertise in magnetic media (remember, it produced the first end-to-end digital camera in the form of the DS-1P). Kodak was successfully sued for patent infringement, which meant Fuji needed to come up with a solution. One fly in the ointment was that the process was similar to Kodak's modifications to the Polaroid process (as used in the SX70). Additionally, Fuji put the pressure plate and batteries in the cameras, allowing it to produce a small camera that is relatively cheap to manufacture, with prints that were more economical than Polaroid. The film is exposed through the rear and with the dye layer order reversed, which means a reflex mirror is not needed in the camera for image reversal. ![]() The secret to Fuji's success lies, at least in part, upon the development of the Instax product in the 1980s, which uses a simpler process than Polaroid. Not only that, the only real competitor is Polaroid, which currently remains somewhat niche. But Fuji has hit upon a product that has modest margins and sells in large volumes, which is undoubtedly a great way to make money. That's not to say the GFX100S and its ilk aren't great cameras they are. Digital is low income and likely close to loss-making. In 2019, they sold some 10 million cameras, more than all digital cameras from all manufacturers! And while cameras are relatively unimportant to Fuji financially - they make up just 15% of income - the majority of it (10%) comes from Instax. What is undeniable is the unrivaled success Fuji has seen with its Instax line. Mirrorless has taken this the ultimate step further by showing it to you before you take it. You genuinely can see what your shot will be like instantly. However, digital has very much usurped the functional role of the instant print. With time - and as evidenced by the above books - there has been some creative charm in looking back on these images. It's perhaps fair to say that nobody used Polaroids as the endpoint of their creative process sure, they were part of the journey, but only in the same way that you might create a BTS sketch for your crew to follow. And then, digital came along and spoiled the party. Helmut Newton has a whole book just about his Polaroids, while Greg Heisler talks extensively about their use during his shoots. Back in the day, they were a mark of instant gratification and sophistication, with the best photographers envisioning their creations through Polaroid. ![]()
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