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POLAROID INTRODUCES NEW PORTABLE PERSONAL SIZED INSTANT CAMERA AND FILM SYSTEM

 POLAROID INTRODUCES NEW PORTABLE PERSONAL SIZED
 INSTANT CAMERA AND FILM SYSTEM
 CAMBRIDGE, Mass., Sept. 16 /PRNewswire/ -- Polaroid Corporation (NYSE: PRD) today introduced a new compact, autofocus, single lens reflex instant photographic camera and film system that brings new excitement to instant picture-taking and immediate, on-the-spot sharing. The system, which is code named Joshua, was introduced as the highlight of Polaroid's product introductions at Photokina '92, the world's largest photography trade show in Cologne, Germany.
 The new system features fully automated, micro-processor-controlled operation, a new pocket-sized film format that produces prints of great sharpness and color fidelity, and the first automatic in-camera picture storage and viewing chamber.
 "This new photographic system is designed for a personal and portable instant photographic experience, opening up a wide range of activities and lifestyles to the use of instant photography," said I. MacAllister Booth, Polaroid chairman, president and CEO. "Its advanced, consumer friendly technology will provide customers worldwide with a decision-free instant picture-taking experience for a wide range of photographic situations.
 "This systems represents a major step in our effort to expand the appeal of instant photography to a new group of customers. It combines the intrinsic delight and practicality of instant photography with the styling, picture quality and features customers said they want," Booth said. "Our extensive market research demonstrates that this new system will accelerate the growth trend of our family imaging business."
 In addition to the new consumer camera system, Polaroid's line-up of new imaging products introduced at the opening day of Photokina '92 includes the OneStep instant camera, a restyled, more contemporary version of one of the world's best selling cameras -- the OneStep Flash; The ProCam, a ruggedized, feature-rich instant camera designed specifically for business users; and Polacolor Pro 100, an enhanced- quality, high-performance color peel-apart film for professional and industrial photography applications. These and other Polaroid products featured at the show will become available in markets worldwide during the next year.
 The new camera and film system is being introduced first in European markets under the name Polaroid Vision. It will be available in Germany, followed by other European markets and then Japan in early 1993. Shipments are scheduled for the U.S. during late summer 1993. The rollout schedule combines a planned manufacturing scale-up with strategically timed market introductions that reflect Polaroid's worldwide manufacturing and marketing capability.
 The Joshua system is the culmination of Polaroid's most extensive worldwide consumer market research program. Intensive research involving interviews with more than 15,000 consumers worldwide on preferred camera size, style and pricing defined a specific family market segment with a more mobile, style-conscious lifestyle that will be attracted to the new camera system. These consumers want a package of features: compact design and state-of-the-art ergonomics, hands-free picture storage and picture protection, consistent photographic results, extremely sharp pictures and quality and endurance.
 "Like the consumers who participated in our global market research, I believe that taking Joshua pictures is a new photographic experience, even for those of us long familiar with instant photography," Booth said. "Capturing the excitement of this new system and conveying it to our desired demographic market will results in strong consumer interest in this product and in instant photography overall."
 The new camera combines technological qualities competitive with the most expensive consumer cameras. Its contemporary styling in an SLR, folding instant camera is designed for easy use, enhanced portability and consistently reliable picture results.
 Responding to consumers, Polaroid has engineered a convenient, innovative, automatic picture storage chamber and viewing window in the camera that enables the photographer to store developed photos instead of ejecting them from the camera. Accommodating up to 10 pictures and displaying the most recently exposed picture, the new system offers Polaroid's "instant experience" with convenient storage for prints.
 A new lens design results in collectable prints with a close-up feel and remarkable edge-to-edge sharpness. The camera uses a new rectangular, pocket-sized film that relies on advanced optics and Polaroid's most technologically advanced Hybrid IV instant film chemistry to produce exceptionally sharp, colorful pictures. The film, with an image area of 2-7/8 inches by 2-1/8 inches, is proportioned -- in the age of electronic imaging -- to have the same aspect ratio as computer monitor screens. The film's new chemistry delivers prints with heightened sharpness, reduced grain, bright whites and improved pastels in a format that fits neatly into pockets and


purses.
 Reliability and consistency are achieved through the camera's advanced SLR design and its patented "Wink" autofocus and auto-exposure system, a strobe-based distance and light measuring system. The camera contains Polaroid's first central multidecision-making microcomputer, which controls all operations to ensure digitally precise shutter speeds, lens openings and automatic fill-flash calculations for varied picture-taking conditions, making exposure mistakes virtually impossible.
 "This camera represents a new model in product development at Polaroid," Booth said. "It is a uniquely designed and manufactured product that incorporates high technology with rigidly precise engineering and manufacturing for reliability and quality. It combines the concepts of concurrent engineering to achieve the results consumers expect."
 Engineered through advanced CAD/CAM and robotic systems at Polaroid's Norwood, Mass., inception factory, the new photographic system offers one of the highest levels of quality available in point-and-shoot consumer cameras today.
 "Joshua is an important part of Polaroid's larger, near-term strategy of introducing products across our photographic business areas around the world, emphasizing our commitment to providing customers with high-quality imaging solutions and strengthening our competitive position in an increasingly global marketplace," Booth said. Polaroid OneStep
 A restyled version of Polaroid's worldwide best-selling instant camera -- the OneStep Flash -- the OneStep camera incorporates an ergonomic camera 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.
 Paired with Polaroid 600 Plus instant color film, the OneStep's unique light-mixing system, balancing built-in strobe and ambient light, consistently delivers bright, clear and properly exposed photographs. Now available in Europe and Japan, the Onestep's U.S. introduction is scheduled for early 1993. Polaroid ProCam
 ProCam, the new addition to Polaroid's line of business imaging instant cameras, is a high-end, high-performance camera that combines an ergonomic appearance with rugged, durable construction. ProCam features a wide-angle lens, close-up capabilities, optional on-picture date/time recorder and extended strobe range.
 ProCam is designed for business imaging and documentation in difficult and demanding photographic situations, such as on-site construction, large, dimly lit interior spaces or for panoramic property photos.
 ProCam uses Image and Spectra High Definition instant color film and offers the advanced electronic circuitry found in Polaroid's top-of-the- line Spectra and Image camera systems. ProCam is scheduled to be available in Japan in early 1993, to be followed by market introductions in Europe and the U.S. in mid-1993. Polacolor Pro 100 Film
 Polacolor Pro 100 sets a new Polaroid standard for high-quality, high-performance instant color peel-apart film used in professional studio photography and applied photography in business, science, medicine and industry.
 Polacolor Pro 100 incorporates breakthrough "Polahybrid" film chemistry with super-fine-grained emulsion for vivid, saturated colors and photographic clarity. Created for optimal flesh tones, accurate color rendition, and whiter whites and blacker blacks, Polacolor Pro 100 comes closer to matching true-to-life colors than any previous Polaroid instant film.
 Polacolor Pro 100 will be available in Europe beginning in early 1993 with worldwide distribution later in the year. Available initially in both glossy and silk finishes in 3-1/4 by 4-1/4 inch pack film format, additional Polacolor Pro 100 4-by-5-inch pack and sheet and 8-by-10-inch sheet formats are planned.
 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 films, videotapes and electronic visual communication products to family, business and technical and industrial markets.
 -0- 9/16/92
 /CONTACT: Mary T. Conway, 617-577-3124, or Harry L. Johnson, 617-577-2665, of Polaroid/
 (PDT) CO: Polaroid Corporation ST: Massachusetts IN: CPR HOU SU: PDT


TM -- NE002 -- 9940 09/16/92 08:29 EDT
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