Get an affordable Leica, in an instant
If you’ve previously been unwilling to part with four or five figures for the honour of standing alongside the world’s greatest photographers, an initiation into the cult of Leica can now be yours with the launch of the new Leica Sofort instant picture camera.
Propelling itself into the world of instant picture cameras, a market currently dominated by hundred-dollar, multi-coloured happy snappers, it’s quite possible this new, A$399 ($420) camera will give many pause for thought. Yes, you read correctly: a camera emblazoned with Leica’s trademark red dot for less than $500.
Even if you add a zero to that figure, many would still consider it a mistake. The company, synonymous with history’s greatest shooters – such as Jacques Henri Lartigue, Catherine Leroy, Robert Capa, and even Brad Pitt, to name but a few – has taken an interesting step back into instant printed photography at a time when the world is engrossed in smartphone/point-and-shoot photography. It’s a bold move indeed.
It’s said that you never forget your first Leica. The optics, unmistakable design and unerring precision combine to create the most sort-after quality any personal product manufacturer could hope for: desirability. Each Leica camera is the sum total of 100 years of German engineering.
It’s also one of the most expensive cameras you will likely ever buy. Some recent models will lighten your wallet of several thousand dollars, but climb the ranks and you’re looking at six figures. A comparable DSLR from Canon or Nikon, on the other hand, may cost you less than half that. This factor alone keeps many would-be owners staring through the windows of the Leica candy store, never entering to enjoy the sweet treats within.
Like many lifestyle products, what will likely determine the success of this ‘‘cut-price’’ Leica is its emotional appeal, of which instant picture cameras have in spades. SMH