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POLAROID EXPANDS 35MM PRODUCT LINE;

 CAMBRIDGE, Mass., July 7 /PRNewswire/ -- Polaroid Corporation (NYSE: PRD) announced today that it is expanding its popular conventional photography product line with the national introduction of three new 35mm camera models: two versions of a new single-use camera called SideKick and a new compact 35mm camera called Polaroid 35mm High Definition.
 "The company's introduction of new 35mm camera models reflects Polaroid's commitment to provide a full range of premium-quality 35mm film and camera options in addition to its popular instant photography products," said Stephen L. Golden, Polaroid senior marketing manager. "Like our entire 35mm line, the SideKick and High Definition camera are designed to bring customers high quality photographic products at competitive prices.
 "SideKick is our first introduction in the single-use camera market. It represents a high-quality, economically-priced alternative in what is today the fastest growing segment of the consumer conventional photography business."


New SideKick 35mm Single-Use Cameras
 Polaroid's new SideKick single-use cameras provide an inexpensive, convenient alternative for a full range of everyday and special occasion picture-taking situations. Available in two models -- one without flash for outdoor photography and one with flash for indoor or outdoor picture-taking -- each SideKick camera comes ready to use, preloaded with a 24-exposure roll of Polaroid 35mm High Definition 400 ISO film. The SideKick cameras feature sturdy plastic construction and a two- element lens that produces sharp, clear images. The flash camera has a manual on-off switch that enables the photographer to override the flash at the last second before taking a picture.
 SideKick single-use cameras are environmentally responsible, fun and easy to use. Similar to other single-use cameras, customers drop off the entire camera at a photofinisher for processing where film is removed from the camera. As part of Polaroid's recycling program, processors are encouraged to return the plastic camera bodies to Polaroid.
 SideKick is available at discount, food, drug and department stores throughout the United States. The standard model (without flash ) will generally retail for under $6.00. The indoor/outdoor model (with built- in flash) will retail for under $11.00.


New 35mm High Definition Camera
 Polaroid's new fully-automatic 35mm High Definition camera features a 32mm, 4-element glass lens, auto focus, auto wind, and auto rewind. The compact, palm-size camera incorporates contemporary styling and convenient functionality for hassle-free picture-taking. A programmed shutter for automatic exposure correction, full-function LCD control panel to avoid mistakes, and three special modes -- anti red-eye, flash any time and infinity focus lock -- provide customers with a level of picture-taking features found in more expensive compact 35mm camera models.
 In combination with Polaroid's full range of premium-quality, competitively-priced 35mm High Definition films in the most popular film speed choices (100,200, and 400 ISO), the new 35mm High Definition camera offers consumers optimal photographic control, convenience and image quality.
 The Polaroid 35mm High Definition camera is available in a camera kit which includes three 24-exposure rolls of Polaroid 35mm High Definition film (one roll each of 100, 200 and 400 ISO film), two Duracell AA batteries to power all camera functions and a camera carrying pouch. Marketed through discount, department and specialty stores, the Polaroid 35mm High Definition camera kit will retail for under $90.
 Introduced in 1992, Polaroid 35mm High Definition color print film (available in 100, 200, and 400 ISO) delivers precisely rendered, sharp images as the result of advanced silver emulsion film technology. High Definition's unique film architecture combines to create "high definition" photographs with superb resolution, clarity and color saturation.
 High Definition film is designed for amateur photographers seeking a high-quality 35mm film at a competitive price for a variety of picture- taking situations and lighting conditions.
 In addition to the new 35mm camera models and 35mm High Definition film, Polaroid's popular conventional photography line also includes multi-purpose 35mm OneFilm, available in 12-, 24- or 36-exposure 35mm rolls or in 110 cartridges, and OneFilm camera kits, featuring either a fully automatic auto-focus or fixed-focus point and shoot 35mm camera, a 24-exposure roll of OneFilm and two AA batteries.
 Polaroid Corporation, with sales of more than $2 billion, is the worldwide leader in instant imaging. The company supplies instant photographic cameras and films, conventional cameras and films, video tapes, and electronic imaging products to markets worldwide, including amateur and professional photography, industry, science, medicine and education.
 -0- 7/7/93
 /CONTACT: Gregory R. Venne, 617-577-2863; Holly J. Garman, 617-577- 2639, both of the Polaroid Corporation/
 (PRD)


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

DD -- NE007 -- 9111 07/07/93 13:35 EDT
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Copyright 1993 Gale, Cengage Learning. All rights reserved.

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Publication:PR Newswire
Date:Jul 7, 1993
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