Holladay, Utah -
started shipping Wednesday the Polaroid 300 instant camera, marking the brand's return to instant-film-based photography, the brand's licensee Summit Global Group.
Since being acquired out of bankruptcy by a joint venture of Hilco and Gordon Brothers called PLR Holdings and licensed for imaging products to the Summit Global Group, the Polaroid brand was earmarked for a return to the instant-film photography that made it famous, among other things.
Summit Global said the technology still enjoys a large following of enthusiasts who have missed it since the former owners discontinued the Polaroid Land Camera offerings in the digital age.
In a statement announcing the availability of the Polaroid 300 ($90 suggested retail), the company said it will be "the first of many new products that help fans create, capture, print, store, share and enjoy images."
The camera will accept classic Polaroid instant film, which the company is returning to production, and will include an automatic flash and four scene settings.
Polaroid will sell 10-packs of Polaroid 300 instant film for $9.99.