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POLAROID INTRODUCES TWO ENHANCED-QUALITY INSTANT FILMS AND RESTYLED ONESTEP CAMERA AT PHOTO MARKETING ASSOCIATION SHOW

 CAMBRIDGE, Mass., Feb. 18 /PRNewswire/ -- Polaroid Corporation (NYSE: PRD) introduced the highest quality instant color professional film in the company's 55-year history and a new version of the world's best-selling instant camera at the 69th Annual Photo Marketing Association (PMA) Annual Convention and Trade Show, which opened today in Atlanta. The company also announced the U.S. name, Captiva, for its new, compact, instant consumer camera, which has been code-named "Joshua."
 Polacolor PRO 100 color peel-apart film and a restyled OneStep Flash camera highlighted an impressive array of new instant imaging products from Polaroid at this year's show. The company also introduced Polaroid 600 High Definition film, an enhanced quality instant film for the consumer market, and previewed two new instant cameras that will be introduced later this year.
 "At no other time in our history have we unveiled so many major new products at one time," said Robert M. Delahunt, Polaroid senior vice president, Photographic Imaging. "We posted record sales in excess of $2 billion in 1992, and these new products demonstrate our efforts to continue to grow our instant photography business by being responsive to customers' needs."
 Polacolor PRO 100 sets a new Polaroid standard for high-performance professional instant color peel-apart film. It incorporates breakthrough film chemistry with super-fine-grained emulsion for higher contrast, vivid, saturated colors and photographic clarity. The new film is targeted for professional proofing, documentation photography, final art and electronic imaging applications. U.S. shipments of Polacolor PRO 100 are scheduled to begin in April.
 A restyled version of Polaroid's best-selling instant camera -- the OneStep Flash -- also was introduced at PMA. Now known simply as the OneStep, the camera incorporates an ergonomic design with the ease of point-and-shoot instant photography. Distinguished by its contemporary appearance with rounded corners and luster gray finish, the OneStep reflects today's sophisticated design elements in an economically-priced camera.
 The new OneStep uses Polaroid's new 600 High Definition film, also introduced today. Polaroid 600 High Definition film features the company's most technologically advanced integral film chemistry, delivering sharp, bright, high quality instant images. The new film chemistry was first introduced in late 1991 as Spectra High Definition film for use in the company's Spectra camera models.
 The company also previewed two new instant camera systems that will be introduced later this year, Captiva and ProCam. Captiva, which contains the first ever in-camera picture storage compartment, has enjoyed strong sales in Germany, where it was introduced last September as Polaroid Vision. Captiva is an autofocus, folding single lens reflex instant photographic camera and film system designed to attract new Polaroid customers. U.S. shipments of Captiva are scheduled to begin late this summer.
 ProCam is the first Polaroid imaging system designed specifically for high-volume business and commercial customers. With its ergonomic appearance and rugged, durable construction, ProCam features a wide- angle lens, close-up capabilities, optional on-picture date/time recorder and extended strobe range. ProCam is a high-end, high- performance instant camera ideally suited for a variety of applications, such as documentation, verification and identification.
 Polaroid Corporation, with sales of more than $2 billion, is the worldwide leader in instant imaging. Polaroid supplies instant photographic cameras and films, conventional cameras and films, videotapes and electronic imaging products to markets worldwide, including amateur and professional photography, industry, science, medicine and education.
 -0- 2/18/93
 /CONTACT: Michael J. Spataro, 617-577-2455, Mary T. Conway 617-577-3124, both of Polaroid Corporation/
 (PRD)


CO: Polaroid Corporation ST: Massachusetts IN: REA SU: PDT

CH -- NE002 -- 7746 02/18/93 09:49 EST
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Date:Feb 18, 1993
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