LEICA IN AN INSTANT
want to have an instant print camera? Probably for the same reason that Fujifilm’s Instax business is now contributing valuable dollars to the company’s coffers. There’s the novelty factor, of course, but it’s largely the ‘Polaroid principle’ that appeals… these cameras consume a high-value product, namely instant print film. A good portion of Fujifilm’s Instax business is generated by children – and girls in particular – which is ‘renewable’, but more importantly cementing the idea that photography is about cameras and prints (rather than smartphones). No doubt Leica sees value here in creating a new market of consumers interested in using its higher-priced products in the future.
The Sofort is obviously based on an Instax platform, but has been designed by Leica with more of a retro-look and is available in a choice of orange, white and mint. Leica says it’s designed to “…reflect the light-hearted fun and fascination of instant photography”. And “fun” is probably the key word here. Leica is offering both colour and B&W films (under its own brand) and a range of accessories, including postcards which accept a print and an album. The Sofort camera offers a choice of subject modes (including macro) plus multiple exposure and various self-timer functions… for an analogue take on the dreaded selfie. The Leica Sofort camera is priced at $399 and a ten-print pack of colour film sells for $18. The B&W ten-print pack sells for $21.
For more information visit https:en.leica-camera.com/home