Magazine article Drug Topics

Polaroid Unveils Captiva Camera and New High-Speed Film

Magazine article Drug Topics

Polaroid Unveils Captiva Camera and New High-Speed Film

Article excerpt

Polaroid Corp. will be spending $30 million starting this summer to introduce its new Captiva compact instant camera. The Campaign will include print, cable, and network TV. Advertising will run through the Christmas season, said Sandy Lawrence, divisional v.p., at a press briefing held in New York City.

At the same time, Polaroid is launching a new film, Captiva 95--with an ISO equivalent speed of 600--to use with the single lens reflex camera. The Captiva 95 film produces sharp and "accurately rendered vibrant color film." It comes in an easy-to-load 10-picture film pack.

Shipping will begin this month, and the camera and film will be in full distribution by September.

The camera will be priced between $119 and $139, and the film at a price "comparable to Polaroid Spectra High Definition and 600 High Definition films," the company said.

The Cambridge, Mass.-based firm hopes to attract consumers that have not been using instant cameras by tempting them with these new features:

* Software programmed into the camera's microprocessor chip controls the camera's autofocus, autoexposure, aperture control, and a new film transport system.

* The microprocessor contains 100 preprogrammed exposure scenarios; it selects the ideal combination of lens aperture, shutter speed, and flash output. …

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