The Increasing Popularity of Instant Film Cameras

by Thomas Krol

One would think that, in a world where progress is measured by how many pixels can fit into the ever expanding screens, instant film photography would be deep into its dive into oblivion. However, quite unexpectedly, this is not the case, with the Instant Film Photography Association reporting a 25% year-on-year increase in global sales of instant film cameras. So the question now is, who is buying these cameras, and what is driving this unexpected trend? 

Over the last few years, there has been significant interest towards analogue and vintage trends and aesthetics, especially in the younger generations, and largely popularised by social media. They are, however, not restricted to social media. Disney, the mothership of superhero movie company and space superhero movie company among others, has been remaking some of its animated classics in live action, to very cold reception, as we all know. One must wonder why they’re consistently reaching back into their past for old ideas, and how come these trends are affecting such a big and powerful company. One can also argue that there is an irony in Disney’s current business plan. By going back and remaking their movies with ‘better equipment’, they have lost their quality. A similar pattern can be seen in the music industry with the reintroduction of 80s synth sounds into pop music.

So clearly there is a drive towards the past not only among individuals, but also large mega-corporations. And I think that this is because this is the first time in history that it's possible to do so. Twenty years ago, analogue film was still the norm, with digital overcoming the popularity of analogue in Hollywood as recently as 2013. There almost seems to be a resistance to the speed of our current technological advancements from some; with many preferring the tangible film print with all its imperfections. It has character, it’s authentic and it’s real. According to Tech Imaging Services, 82% of their participants appreciate the light leaks, variations in colour and unexpected blurs that come with the medium. It’s a paradoxical art that goes against reasoning. We all know that the latest DSLR will take a higher quality photograph than a disposable camera, but that over-exposed, blurry, completely unframed shot on a piece of paper the size of a credit card still manages to hold emotional significance. 

As the Cultural Trends Research Institute discovered, 75% of participants claimed that “using instant film cameras encourages a more mindful approach to photography. Because in a world where “point and shoot” is the mantra, taking a moment to capture the perfect imperfect Polaroid is the ultimate rebellion against the rush of the digital”.