Printer Friendly

POLAROID INTRODUCES CAPTIVA: NEW INNOVATIVE SINGLE-LENS-REFLEX INSTANT CAMERA SYSTEM; CAPTIVA COMBINES CONVENIENCE WITH AWARD-WINNING DESIGN

 NEW YORK, June 8 /PRNewswire/ -- Polaroid Corporation, (NYSE:PRD) the world's leader in instant imaging, today unveiled Captiva, a new sleek, compact, single-lens-reflex instant camera system with a unique built-in picture storage and viewing chamber, at Industria Superstudio in New York City's West Village.
 The new instant camera and complementing Captiva 95 film, adds a distinctive new dimension to instant photography. Designed for a new group of consumers that has not been active in instant photography, Captiva incorporates a host of new instant camera features most wanted by this audience.
 Now consumers can enjoy the excitement of instant photography with a compact, contemporary, portable camera. For the first time, photographers can watch their pictures develop in the camera picture storage and viewing chamber. Captiva's storage chamber automatically stores up to 10 developed and developing photographs, allowing for continuous instant picture-taking.


Captiva Highlights
 -- Software programmed into Captiva's microprocessor chip controls the camera's auto focus, auto exposure, strobe operation, aperture control, and a new film transport system.
 -- The microprocessor contains 100 pre-programmed exposure scenarios. It selects the ideal combination of lens aperture, shutter speed, and flash output, providing excellent exposure and maximum depth of field.
 -- A patented new range-finding system, call "Wink," determines the correct focal zone using infrared light. The data is fed into the camera's computer which then consistently orchestrates sharp and accurate exposure.
 -- Captiva's optics are comprised of a 3-element isochromatic lens and complex precise imaging mirrors. The lens makes framing easy and provides superb edge-to-edge sharpness in every picture. It accommodates the most commonly used picture-taking distance of two feet to infinity.
 -- Captiva 95, a new personal, pocket-size format film, features Polaroid's most technologically advanced instant film chemistry and is based on the chemistry incorporated in Polaroid Spectra High Definition and 600 High Definition films. Combined with the advanced optics of the Captiva camera, Captiva 95 produces exceptionally sharp, accurately rendered vibrant color prints. The new film produces photos with an image area of 2-7/8 inches x 2-1/8 inches. The rectangular film format allows for both vertical and horizontal compositions that fit conveniently into pockets and purses. Captiva's 4:3 aspect ratio is easily transferred to electronic storage media.
 "Consumers want a contemporary, fashionable, portable, go-anywhere camera and Captiva answers their need by using advanced engineering to package all of the features they want most into a new, simple-to-use, instant camera," said Robert M. Delahunt, Polaroid senior vice president, Americas. "As a complement to our existing line of popular consumer cameras, Captiva is an important addition to Polaroid's worldwide strategy to introduce products across all our photographic business areas. Captiva emphasizes our commitment to providing customers with high-quality imaging solutions and strengthening our competitive position in an increasingly global marketplace."
 To help identify the desired features in its new instant camera system, Polaroid conducted the most extensive consumer market research study in its 56-year history, with more than 15,000 participants worldwide, over several years. These consumers were distinguished by one important characteristic -- they were not active users of instant photography. Their input enabled Polaroid to create a camera designed to bring incremental growth to its instant photography business.
 "Technical innovation and consumer market research combined to create the new Captiva camera and film system," said Delahunt. "In keeping with the active lifestyles of the 1990s, Captiva is designed to increase the appeal of instant photography with a new group of consumers. Captiva's styling and features expand opportunities for using instant photography in a wider range of activities and lifestyles. It is ideal for recording personal memories that encompass traditional emotional values, as well as for a myriad of practical uses in our daily lives. Captiva's new pocket-size film format is specially designed for sharing, giving, mailing and keeping in albums."
 Hundreds of engineers, scientists, designers, chemists, manufacturing specialists, and marketers participated in the creation of Captiva, an instant camera system that helps define a new era in instant photography.
 Engineered through advanced CAD/CAM and robotics systems at Polaroid's Norwood, Mass., inception factory, Captiva offers one of the highest levels of quality available in point-and-shoot consumer cameras today. Captiva's state-of-the-art "command central" microcontroller monitors the camera's mechanical performance and ensures perfectly focused, properly exposed, richly colored instant prints.
 Captiva, code-named "Joshua" during its inception and development, was introduced in Europe in fall 1992 under the name of "Polaroid Vision." It was subsequently awarded the prestigious "iF" prize for design excellence ("Industrie Forum Design," Hanover, Germany). It debuted in spring 1993 in Japan as "JoyCam." The new camera system has been well received by retailers, consumers and the press in both Europe and Japan and is selling well in these countries.
 Captiva's U.S. introduction will be supported by a major national advertising campaign to begin this fall. Polaroid's Captiva camera and Captiva 95 film will be available in photo specialty, discount and department stores throughout the United States beginning summer 1993.
 Captiva will typically retail for between $119 and $139. Captiva 95 film will retail at a price comparable to Polaroid Spectra High Definition and 600 High Definition films.
 Polaroid is also introducing Captiva SE, a special edition camera model, that will typically retail for between $139 and $159.
 Polaroid Corporation, with sales of over $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- 6/8/93
 /CONTACT: Harry Johnson, Polaroid Corporation, 617-577-2665/
 (PRD)


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

SJ -- NE005 -- 6528 06/08/93 11:43 EDT
COPYRIGHT 1993 PR Newswire Association LLC
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1993 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Publication:PR Newswire
Date:Jun 8, 1993
Words:939
Previous Article:FOURTH SHIFT CORPORATION FILES FOR INITIAL PUBLIC OFFERING
Next Article:GLIATECH APPOINTS JOHN L. UFHEIL TO BOARD OF DIRECTORS
Topics:


Related Articles
POLAROID INTRODUCES NEW PORTABLE PERSONAL SIZED INSTANT CAMERA AND FILM SYSTEM
POLAROID INTRODUCES NEW PORTABLE PERSONAL SIZED INSTANT CAMERA AND FILM SYSTEM
POLAROID INTRODUCES TWO ENHANCED-QUALITY INSTANT FILMS AND RESTYLED ONESTEP CAMERA AT PHOTO MARKETING ASSOCIATION SHOW
POLAROID INTRODUCES NEW FULLY AUTOMATIC AND AFFORDABLE INSTANT CAMERA FOR LIGHT MICROSCOPY
POLAROID UNVEILS NEW CAPTIVA ADVERTISING CAMPAIGN
POLAROID DEMONSTRATES FULL BREADTH OF IMAGING PRODUCTS IN CONSUMER, BUSINESS AND PROFESSIONAL APPLICATIONS AT PMA
Polaroid Opens its Photokina '96 Exhibition
Polaroid Introduces New Single-Use Instant Camera, New ColorShot Digital Photo Printer, and Three New 35mm Cameras at Photokina '98 Exhibition
Polaroid Unveils Dozens of New Imaging Inventions And Innovations at Photokina 2000.
POLAROID UNVEILS DOZENS OF NEW IMAGING INVENTIONS AND INNOVATIONS AT PHOTOKINA 2000.

Terms of use | Copyright © 2016 Farlex, Inc. | Feedback | For webmasters