New Polaroid Professional Instant Film

October 30, 2003 – Polaroid Corporation will exhibit its highly successful 690 professional peel-apart film at PhotoPlus East in New York City. Launched earlier this year, the new technologically advanced instant peel-apart film delivers consistent, high-quality prints photo after photo, and has proven to be another invaluable tool to professional photographers. Engineered specifically for proofing and passport photo applications, this all-new professional quality peel-apart film produces vibrant, accurate colors with the convenience and ease of instant capture. Additionally, in an effort to address customer demand, Polaroid will develop an ISO 100 format of the 690 film, which will be available in January 2004.

“Polaroid professional instant films play an integral part in a photographer’s workflow, as well as the creative process overall,” says Stuart Strong, senior marketing manager, professional photography, Polaroid Corporation. “With the 690 film, we have taken our years of experience and knowledge of the photographic industry and engineered a new film chemistry that delivers excellent results on all levels of image capture.”

Featuring new physical characteristics, the 690 film incorporates advanced technologies to offer more flexibility and consistency in photo processing than other competitive products. Key features of the new film include:

• Temperature Tolerance – Offers greater temperature latitude tolerance and performs consistently from 55ºF to 105ºF – making it one of the first film types to maintain results when used in climates above 95ºF. With this new capability, the 690 film is ideal for location work.
• Accurate Colors – Produces brighter, more intense, pure colors that result in crisp, sharp images. Pastels and shadow areas are reproduced in greater detail; color saturation is unmatched by any other instant film type.
• Flexible Development Time – Allows for longer time delay between image capture and peel process. Incorporates new technology into the photo system that stops development at a pre-set time. Images will not change after recommended peel time of 90 seconds and can maintain structure up to five minutes.
• Consistency – Incorporates new film chemistry that is less sensitive to changes in the thinness/thickness of the processing chemicals, resulting in consistent, balanced images shot after shot. Temperature, development time, or the speed of “pull through” the processing rollers does not impact image quality.

Proofing for Optimum Results
For the professional photographer, proofing is one of the most important steps to brilliant results. The accuracy of the proof can affect the quality and detail of the final shot. The new 690 film offers photographers an advanced, instant proofing tool that ensures high quality, accurate results of the final photo.

“With the 690 film, a photographer is able to accurately analyze all aspects of an image, from lighting and shadow detail to coloring and composition,” explained Tony L. Corbell, a professional photographer, who recently used the 690 film for a commercial shoot. “I used the 690 film for a recent photo shoot, and the proof print matched perfectly to the final chrome. This level of quality and consistency is unmatched by any film type I have worked with in the past.”

Additional Photography Applications
Along with professional photography, the 690 peel-apart film also meets the needs for documentation photography. With the new features, 690 provides retailers, who offer passport and identification services, with an easy-to-use, document film that produces sharp, bright and high-quality portrait images. In addition, the flexible development time and temperature tolerance allow even the novice document photographer to capture quality images – meeting government identification standards, while reducing the need for costly retakes.

The new 690 film is available through authorized Polaroid dealers. The film will be sold in both a single-pack and a twin-pack at a suggested list price of $20.90 and $39.80 respectively. For more information on 690 or other Polaroid professional films, photographers are encouraged to call 1-800-662-8337, ext. P400 or visit the Polaroid Web site at www.polaroid.com/prophoto.

Visit the Polaroid Web site at www.polaroid.com.