Well. Muffin just linked me to an article on Engadget. He also said “wtf?”
It’s an announcement from Polaroid, that they’re bringing back instant photography. And they’re doing it by releasing the ‘new’ Polaroid 300 camera.

Wtf is right. When I saw that article, my mind also went “wtf?”
You see, the camera pictured there isn’t an original Polaroid camera at all. It’s just a Fujifilm Instax Mini camera, with a bit of colour painted on. We recognized it immediately, because I own one. Here’s a picture of a special edition Hello Kitty one, which came out last year.

Fuji Instax Mini Hello Kitty edition

Fuji Instax Mini Hello Kitty edition

Well. I thought maybe the photo in the Engadget article was a manip. So I browsed to polaroid.com – and found that it wasn’t.

Polaroid 300 as pictured on the website

Polaroid 300

I’m sorry, Polaroid, but I’m tired of your shenanigans. I was disappointed when you stopped producing film, and wouldn’t even sell it for someone else to keep producing it. The price for film went through the roof [it was crazy before, but now together with being extremely hard to get, it was also extremely hard to get for a good price]. Then I found the Fuji Instax and their awesome character films. My Fuji became my new love, and I have taken many instant photos with it. I brought it along to many places and whenever people would say “Ah! A Polaroid!” I’d correct them and say, “No, this is a Fuji Instax.” Because Fujifilm was cool enough to keep producing these amazing cameras and the wonderful film that came with it. Having it called a Polaroid made me sad, for actually, Fuji was way more awesome. The photos are the size of a creditcard [for the Mini], come in awesome colours, sparkles and prints [Hello Kitty pictures! Yay!] and what’s even better, the cameras and film are still readily available for good prices and the camera functions better and weighs much less. Yes, the Instax Mini 7s is still pretty bulky, but it looks a lot better and weighs less than the old Polaroid Sun 640 that I also own. [But this is all my opinion.] So I came to love Fuji, but still kept my Polaroid “just in case”.

Around a month ago came the news of The Impossible Project. “Hope is not lost! Polaroidfans have been working on new film!” Hurrah, I thought. But no, this film costs a lot and seems hard to control. Granted, this is not Polaroid’s actual work… but it’s still disappointing. It won’t be as easy to use as the Fuji Instax… and be waaaay more expensive. It’s a gamble a photographer/enthusiast can be willing to take, but I’m not endlessly rich. So I’m still not buying this new ‘Polaroid’ film.

So let’s have a look at that press release. Apparently, Polaroid is back? But they aren’t. It’s all a bunch of lies.

“Welcome to the Polaroid Movement: Instant Photography is Back

NEW YORK, April 28 /PRNewswire/ — Fans of the Polaroid brand worldwide were devastated about the death of instant film. Now those fans can rejoice again: Polaroid instant photography is back. A worldwide group of creative voices has joined together because of their love of instant film photography and sharing. The “Polaroid Movement” unites creative minds, leading instant and digital imaging technologies and iconic photographers. For those who love the Polaroid brand and the sheer thrill of instant photography, the future is bright.

Today we announce the launch of the Polaroid 300 camera to mark the return of instant film photography. It is the first of many new products that help fans create, capture, print, store, share and enjoy images. Featuring classic Polaroid instant film, automatic flash and four scene settings, the new Polaroid 300 Instant Camera delivers a new twist on the classic instant photo. The camera is available with a suggested retail price of $89.99. Ten-packs of Polaroid 300 instant film retail for $9.99. The Polaroid 300 is a tribute to the iconic Polaroid brand.“

Just look at those bolded statements.
1. “the first of many new products”, “the new Polaroid 300″ – but it isn’t new. It’s a Fuji. That you messed around with, slapped your name on, and try to sell to people for a higher price.
2. “a tribute” – I’m sure it isn’t. It’s been around for a few years actually, and it’s a camera created by Fujifilm, in a series of which there are many different models. It’s not a tribute to the Polaroid, if anything the Instax films by Fuji have been a way for Polaroid fans to keep using their cameras with a different film.

And now comes the real disappointment for me:

“Lady Gaga’s recent appointment as the Creative Director for the Polaroid brand is one step in developing new and exciting Polaroid branded products. Lady Gaga recently presided over a series of product design and development sessions in Tokyo for co-branded Polaroid products. At these sessions, Lady Gaga unveiled her creative vision, style and passion for Polaroid products.

In addition, the Polaroid brand has partnered with global leaders in imaging technologies to reach and support its fans, both new and old. Summit Global Group announces a strategic partnership with Fujifilm on new technologies, products and distribution. This partnership brings together the heritage of the Polaroid brand with the world class capabilities of Fujifilm.”

LADY GAGA??! WHY IS LADY GAGA THE CREATIVE DIRECTOR FOR POLAROID? I’m sorry, but what does a musician have to do with decades and decades of photography? Why isn’t a photographer, or artist at least the new Creative Director? Lady Gaga is a crazy woman with a love for product placement! This fills me with so much discontent, I cannot even put it into words.

And then comes the “strategic partnership with Fujifilm”. Yeah. I’m sorry, but did you think this through? How are you going to sell these cameras and films in stores?
“Today, on the market for Instant Photography we have….. Fuji, with Instax cameras and Instax Mini cameras. And then we have…. Polaroid, with the ~new Polaroid 300~ which is basically the same thing! Which would you prefer?”
It seems unfair and stupid to do this. If you really want to come back and make money of instant photographers again, create your own damn product. Or maybe you never should’ve left.

I’m sorry Polaroid. What you’re pulling is just ridiculous. First, you abandon all instant photography lovers. Second, you come back with Lady Gaga on board. Third, you come back to make money over someone else’s product. What you really should’ve done is come back with the old films, and make them readily available so we can use our old cameras again and don’t have to pay 2 to 4 euros per photo for it. It’s annoying for us instant photography lovers, to be stuck with The Impossible Project now, who are also charging ridiculous prices for their film, just like old Polaroid film was [and is!] sold overpriced. Yes, instant film doesn’t come cheap, but at least plain Fuji Instax Mini films are sold for only a fourth of what Polaroid film used to be sold for.
You think you can win me over this way? No. I hope people will be smart enough to realize that the real Fuji Instax cameras aren’t trying to be something that they’re not, and I also hope the truth comes out so people will buy more of the real Fuji products, so this becomes more readily available.

EDIT: I just found out that Polaroid already pulled this once with the “Mio” back in 2002 [see reviews]. This stinks!