Fujifilm Instax Mini & 210 | The Digital Generation

Since Polaroid decided to stop producing film in 2008. Fujifilm took up the reigns and tried to keep the medium alive through the release of their Fujifilm Instax series. They first offered the Cameras’ in North America & Asia before launching them across the globe.

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It was these cameras that first attracted me to Polaroid photography. The fact that even if it wasn’t an original polaroid camera it still offered what you associate polaroid with. It printed those pictures with the familiar white border and they look so beautiful they remind you of a painting. The former, which is the Fujifilm Instax Mini 8 is a camera that is marketed toward girls mostly, everything from the packaging to the colours selected and the aesthetic design swell. This tells me that the polaroid market in the youth sector may just fall slightly toward females. Lets examine the packaging of the former camera:

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As you can see the colours on the packages are ver ferminine. The Camera is described as being ‘cute’ and an ‘easy point & shoot’ camera. The small pictures are what attract young females to these cameras as their can be easily stored in scrapbooks and used to build a photo wall in their rooms. I considered buying one of these but the pictures were to small for this service.

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The aesthetics/ ergonomics of the camera also, its curved shape maks it very easy on the eye and makes for a great accessory in a females handbag. This evidence tells me that I’m most likely going to be attracting  more females than males as females are attracted by the idea of tangibility and being able to display their and record the relationships and bonds they share with their friends and families.

The latter camera the Fujifilm Instax 210 is the one I fell toward more to be the camera I use for my service to start off with and expanding into using the Polaroid 600s as the business grows. The Fujifilm Instax 210 offers wider pictures, a high resolution lens, exposure compensation (such as the ability to choose options, lighten & darken), which will be really useful for club photography. It has a built in flash which you have control over. All these features are basic needs, needed to give a professional service in places that will have low light areas swell as overly lit areas and exposures from strobe lights. The camera costs £52.93 on http://www.amazon.co.uk. Through research based on online shopping were I looked at various websites offering the camera, I decided that amazon were offering the best deal. As you can see from the evidence below:

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I believe that if the service proves to be popular with the 18-24 demographic. More of these cameras will have to be bought and a team will have to be recruited to cover different clubs who would like pilot the service.

In Asia, Fujifilm has seen a growing boom since 2007 in their Fujifilm Instax Series. This is due to the popularisation of the camera within Asian pop culture. This is evident in the packaging of the camera as it features young east Asian girls. The digital generation in the east have become obssesed with instant photography medium. They have become attracted to ‘the look and feel of analogue’. As mentioned in my previous primary research at a house party I attented with the camera. I saw the fascination and excitement in the attendance from being captured on instant. People wanted a copy, they gathered around to see the pictures after they had developed.

Since this medium of photography’s prime is past our time as we were born at the beginning and rise of the digital world, we are attracted to analog because its a different world to the digital one we grew up in. When I tell 18-24 yr olds about bringing this medium into clubs they are excited by the idea, its unheard off to the them and they want in. This interest and fascination for analog is what is sustaining and driving the instant film market. Fujifilm set a target to reach 2m sales in 2013 from their instax camera series showing that the market is enfact on the up. “Many users of instax cameras have had little exposure to analogue cameras. Thus, they are amazed that photos can be generated instantly on film without the need to wait. This thus led to the rise of the instax cameras which provides users a creative way to have some fun and give them endless opportunities to create all sorts of images,” said Mr Hiroyuki Sakai, Managing Director, FUJIFILM Asia Pacific Pte. Ltd.

Reference

– Fujifilm News. (2013). Rebirth of Instant Film Cameras: Introducing the New Premium instax mini 90 Neo Classic. Available: http://www.fujifilm.com.sg/en/news/2013/n1411113-02/. Last accessed 17th Feb 2014.

 – http://www.tumblr.com/search/fujifilm+instax+mini (images)

– Tamara Grominsky. (2014). The Rise Of The 21st Century Polaroid.Available: http://www.amongmen.com/tech-cars/tech/rise-21st-century-polaroid. Last accessed 17th Feb 2014.

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