Polaroid SX-70 Orientation Film in HD (1972) - Polaroid Photography - Original Advertisement - PBS

Source: http://www.youtube.com/watch?v=96Wzv-vgfsk


This is an original presentation of the Polaroid SX-70 camera, which includes the original film & sound.

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Polaroid was founded in 1937 by Edwin H. Land, an American scientist, inventor and entrepreneur. Polaroid gained commercial success with the introduction of the first practical system of in-camera instant photography on February 21, 1947.

Called the Land Camera, Polaroid originally manufactured sixty units, fifty-seven of which were put up for sale at Boston's Jordan Marsh department store for Christmas 1948. Polaroid marketers incorrectly guessed that the camera and film would remain in stock long enough to manufacture a second run based on customer demand. All fifty-seven cameras and associated fim were sold out within the first day.

Edwin Land considered his leadership towards the development of integral instant color photography - the SX-70 film and camera - to be his crowning achievement. The SX-70 was a sales success and was embraced by photographers such as Ansel Adams.

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The SX-70 included many sophisticated design elements. A collapsible SLR required a complex light path, with many mirrors (including one Fresnel reflector) of unusual, aspheric shapes and at odd angles. Many mechanical parts were precision plastic moldings. The body was glass-filled polysulfone, a very rigid plastic which could be plated with genuine copper-nickel-chromium. This plating looks and feels so much like solid metal that some users believed the camera was constructed entirely of top-grade stainless steel. Models 2 & 3 would switch to the less-expensive and more-easily cracked ABS in either Ebony or Ivory color. The film pack contained a flat, 6-volt "PolaPulse" battery to power the camera electronics, drive motor and flash. The original flash system, a disposable "Flash Bar" of 10 bulbs from General Electric, used logic circuits to detect and fire the next unused flash.

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The original SX-70 was a high-end consumer market camera, with a folding body finished in brushed chrome and genuine leather panels. It could utilize a whole array of accessories, such as a close-up lens (1:1 @ 5 inches), electrical remote shutter release, tripod mount and an Ever-Ready carrying case that hung from the neck and unfolded in concert with the camera. Most of the same technology was later sold in rigid plastic fixed-focus versions, Pronto, Presto and OneStep. In its heyday, the OneStep's simplicity, bargain price and use of the same instant film made it the #1 selling camera in the USA.

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Polaroid SX-70 film was introduced to the market in 1972, and was a market success despite some problems with the batteries on early film packs. The original SX-70 film was improved upon in the mid 1970's and was replaced entirely in 1980 by the further advanced "SX-70 Time-Zero Supercolor" product, in which the layers in the film pack were altered to allow a much faster development time (hence the "time zero"). It also had richer, brighter colors than the original 1972 product. There were also professional market varieties of the SX-70 film including 778 (Time Zero equivalent) and the similar 708, Time Zero film without a battery, intended for use in applications such as the "Face Place" photo booth and professional or laboratory film-backs, where a battery is not needed. Time Zero was the film manufactured up until 2005, though overseas-market and some last run film packs were marked only as SX-70.