Polaroid Introduces a Film Designed to Close Quality Gap
BOSTON — Looking to make more money from instant pictures, Polaroid Corp. on Thursday introduced a new type of film designed to close the quality gap with conventional film.
Analysts said the new film is a significant improvement, but they questioned whether it can offset fundamental troubles with the instant film market.
Polaroid, based in Cambridge, Mass., has spent five years developing the product, called Spectra High Definition film. It offers sharper images and brighter colors.
Bruce Henry, a Polaroid vice president, said the film is part of the company’s broader strategy to entice more consumers to use instant photography. Next year, Polaroid plans to launch a new camera and film system, code named “Joshua,” that will bring important features to instant photography, Henry said.
“Clearly, we want to expand the range of situations when instant film can be the system of choice,” Henry said.
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