(p. A17) There aren’t many 3-year-olds who can take credit for inspiring a revolution in the way millions of people view the world. According to a legend that begins Peter Buse’s welcome history of the Polaroid company, “The Camera Does the Rest,” it was engineer Edwin Land’s daughter, Jennifer, who asked one evening in 1943 why it took so long to view the photographs that the family had shot while on vacation in Santa Fe, N.M. Land set out on a walk to ponder that question and, so the story goes, returned six hours later with an answer that would transform the hidebound practice of photography: the instant snapshot.
. . .
“In 1974 alone there were about 1 billion Polaroid images made, and by 1976 . . . 15 billion in total,” the author writes, “and this before the real explosion in Polaroid photography in the late 1970s and early 1980s.” The party might have gone on forever had it not been for the same type of creative destruction that Polaroid itself had stirred up in the 1940s–this time brought about by the digital revolution.
By the time the company joined that revolution in the 1990s, it was too late. Their digital products were inferior to those being turned out by competing companies. Polaroid had always done well selling cameras, but the real money was in the film, the demand for which was falling precipitately. In July 1997, the company’s stock price was $60.51. Four years later, as the company spiraled toward bankruptcy, it was $0.49. The author writes that Polaroid joined the “analog scrap heap” that included “vinyl turntables and the Sony Walkman.”
For the full review, see:
PATRICK COOKE. “BOOKSHELF; The Original Instagram; Purists grumbled that Polaroids were ephemeral, but Ansel Adams created some of his most enduring photographs using the camera.” The Wall Street Journal (Tues., May 17, 2016): A17.
(Note: ellipsis added.)
(Note: the online version of the review has the date May 16, 2016.)
The book under review, is:
Buse, Peter. The Camera Does the Rest: How Polaroid Changed Photography. Chicago: University of Chicago Press, 2015.