The latest trend in photography isn't digital, it's film. And proponents of this new trend might surprise you. Eros Adragna discusses.

1. I N S T A N T F I L M : T H E F U T U R E
O F P H O T O G R A P H Y ?
E R O S A D R A G N A

2. A P O T E N T I A L D I S R U P T O R
Think about the last time that you took a picture. It was,
more than likely, a few hours ago. Possibly even a few days.
Regardless of when you took it, it was probably taken
digitally on your smartphone. Digital photography has taken
over the world.
According to a New York Times report, market research firm
InfoTrends claims that there will be over 1.3 trillion photos
taken by 2017, with 75% of those photos taken on a
smartphone. And the numbers will only go higher in the
future. That being said, however, there seems to be a rising
trend that could disrupt the world of digital photography:
instant photography.
1.3 Trillion Photos by 2017
75% Of Which, Taken On a Smartphone
Eros Adragna

3. Decades ago, in the 80s and 90s, Polaroid
instant cameras were the camera of
choice. The Polaroid Integral 600 Series
proved particularly popular with its
plastic materials and cheaper price,
making it much more accessible. The true
selling point for these instant cameras
was the fact that they could produce your
photo almost as soon as you had taken it.
O U T W I T H T H E O L D . . .
With the advent of digital photography
and smaller cameras, the choice between
purchasing a large, cumbersome camera
along with multiple reels of film or a
smaller, more pocket-friendly camera
with one single SD card, seemed to be a
no brainer. And the arrival of the
smartphone camera seemed to drive the
final nail in the coffin for the instant
photography industry. Recent studies and
sales figures, however, show that instant
photography is very much alive and well.
Eros Adragna

4. B Y T H E N U M B E R S
Fujifilm, for example, has noticed the
trend in instant photography, boasting
higher sales in their latest line of
instant cameras, the Instax camera. Last
year, the Instax series sold 5 million
units (a 30% increase over 2014). Fujifilm
projects sales to be even higher this
year, at a projected 6.5 million units.
Compare these numbers to Fujifilm’s
digital camera series, which only sold 1.4
million last year. Polaroid’s instant
cameras have seen a tremendous
comeback as well, with its own version
of instant cameras and wireless instant
printers, bringing the once dead
company back to life.
5 Million Units
in 2015
30% Increase
6.5 Million
Units In 2016
Eros Adragna

5. Why the sudden interest in instant photography? Well,
industry leaders believe it has to do with both nostalgia
and fascination. Polaroid CEO, Scott Hardy, stated that
their latest retro devices have been a huge hit with teens
who are fascinated by the products. “[Teens] have been
born into digital, born into touchscreens and having
cameras with you on your phone,” said Hardy. “So to
them, to see a single-purpose device designed to print
the photograph you just took is magic.” In another report
from Marketplace.org, Hardy stated, “These are the Gen-Y
and Gen-Z generations that are just infatuated with this
retro photographic experience that we are able to
provide.”
A Sudden Interest
Eros Adragna

6. C R E A T I N G
M E M O R I E S
But it isn’t just the magic of
physical photos. It is also the
longevity and the memories
created. In a world full of
Instagram and Snapchat users,
these online only photos are
posted for everyone to see, for a
few moments, before moving on
to the next picture, forgetting all
others in the process.
With instant photography there
is a very real photo that you can
hold and marvel at. These
pictures can not be filtered,
retouched or altered. The photo
is truly a snapshot of that
moment in time, creating a
much deeper connection to it.
Eros Adragna

7. With strong instant film camera sales
numbers, it is clear that there is a passion for
print photography. Artists prefer film
photographs for their physical feel and
imperfections, teenagers are mystified by the
antiquated technology and everyone else just
seems to appreciate the nostalgia and
“coziness” of instant photography. Whatever
the reason for the interest, companies like
Polaroid, Fujifilm and Prynt will continue to
cater to this growing demographic, and
continue to give digital photography a run for
its money.
Eros Adragna