LEICA IN AN IN­STANT

Camera - - WHAT’S NEW -

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

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