Polaroid, the first name in instant photography, is launching a new, compact instant camera today, the Go.
On the outside, it looks a lot like last year’s Polaroid Now, right down to the form factor and optical viewfinder. But it’s smaller all around, and uses different film, also called Go. It still nets a square image, a hallmark of the brand, but at around $10 per eight-shot pack, it’s about half the price of the I-Type and 600 series film used by the company’s larger instant cameras.
The Go is small enough to rest in the palm of your hand. It measures 2.4 by 3.3 by 4.1 inches (HWD) and charges via USB. It’s a purely analog camera, though, in contrast to other smaller instants that capture photos digitally. Here the light goes right from lens to film.
It’s a fully automatic, point-and-shoot camera. A selfie mirror is included, so you can more easily snap shots of yourself. Double exposures are supported, and you can turn the flash on or off to get better results indoors and out. Older photographers can look at it through a nostalgic eye, and the younger set can give film photography a try without having to find a place to get photos developed.
We’ve not yet had a chance to try the camera, which competes directly against Fujifilm Instax Square models like the recent SQ1. The Go costs a bit less, but we’ll have to wait and see how the new film compares with Instax quality.
If you’re keen on trying the new Polaroid for yourself, the Go is available to order today for $99.99. It’s expected to start shipping on April 27.
