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Fujifilm brings second instant-film camera to U.S.

Polaroid may have shifted away from its instant-film business, but Fujifilm seems to see a market for it.

Joshua Goldman Managing Editor / Advice
Managing Editor Josh Goldman is a laptop expert and has been writing about and reviewing them since built-in Wi-Fi was an optional feature. He also covers almost anything connected to a PC, including keyboards, mice, USB-C docks and PC gaming accessories. In addition, he writes about cameras, including action cams and drones. And while he doesn't consider himself a gamer, he spends entirely too much time playing them.
Expertise Laptops, desktops and computer and PC gaming accessories including keyboards, mice and controllers, cameras, action cameras and drones Credentials
  • More than two decades experience writing about PCs and accessories, and 15 years writing about cameras of all kinds.
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Joshua Goldman

Fujifilm

With Polaroid killing off its instant-film business in favor of its Zink printing technology, Fujifilm saw a hole it could fill with its instant-film cameras. The first Instax camera arrived in November 2008, and Wednesday the company announced the arrival of the Instax Mini 7S.

The 7S features:

  • Automatic built-in flash for low-light shooting
  • 1/60-second electronic shutter
  • LED exposure indicator
  • Silken white finish
  • Measures 5 inches by 5 inches by 2.5 inches (HWD)

The camera uses Fujifilm's Mini Instax 2-inch by 3-inch film with a printed area of 1.8 inches by 2.4 inches. It's an ISO 800 speed with a glossy finish and, at that size, hopefully very little visible graininess. A 10 pack runs $19.99, though, which is kind of prohibitive for regular shooting.

I'm pretty sure it's the same camera that was being sold at Urban Outfitters earlier this year, but regardless, this one will be available at more than one retail location in September for $95.99 (which again seems like a steep price for a niche market).