POLAROID'S ADVANCED PHOTO VERSION
By Adnews Staff
U.S.-based Polaroid is launching its film and cameras based on Advanced Photo System technology in mid-summer. It will announce details of the product line as well as its advertising plans at that time. The Advanced Photo System makes use of drop-in film loading and lets people remove and re-load partially exposed film cassettes. People can choose one of three print sizes while shooting. The photographer slides a switch that sends information about the desired print size to the magnetic coating on the film, which is later read in processing. The film and cameras are smaller than their 35mm counterparts. Eastman Kodak and Japanese-based Fuji Photo Film are launching their Advanced Photo System products in April. The system was developed by Fuji Photo Film, Canon, Nikon and Minolta.
Polaroid's advertising account is still in limbo. In the U.S. Goodby, Silverstein & Partners is handling the account on a temporary basis. A decision on an agency-of-record will be made by June. In Canada Polaroid will decide over the next couple of months if it will stay with its agency, Toronto-based BBDO Canada, or use a Canadian affiliate of whatever U.S. agency is hired. BBDO dropped Polaroid in the U.S. last year during an unsuccessful quest for the Kodak global ad account.