Polaroid Now – the new one with autofocus

With the Polaroid Now, the cult brand is launching its most user-friendly instant camera to date. Thanks to autofocus and even simpler handling, the challenge to the strong competition comes just in time for the brand reboot. We take a closer look at the features and explain for whom the Now is really suitable! Update: there is a new Version of the Now available, this time with app support: the Polaroid Now Plus!

In short:

• Film: i-Type or 600
• Aspect ratio: 1:1 (3.1 x 3.1 inches)
• 2-lens autofocus system
• Built-in lithium ion battery
• USB charging
• Self-timer
• Double exposure mode
• Price: approx. 100,- $

Point-and-Shoot thanks to autofocus

Polaroid cameras are already characterized by their simplicity. Countless different modes like the Instax Mini 90 offers are usually in vain. With the Polaroid Now, a shortcoming of the current Polaroid models Onestep 2 and Onestep + is now fixed: the missing autofocus. This has now come to an end. With the 2-lens autofocus system, the camera automatically switches between close-up or portrait mode (1.8 ft – 4.3 ft) and distance or still mode (2 ft – infinity). The result is naturally sharper images.
This is a real advantage, especially for instant camera newcomers. Even if the new perfection means that some of the Polaroid charm is lost. Sometimes it is the imperfection of the images that makes them unique. Considering the rather higher-priced films for the Polaroid, however, less failed pictures are also a real saving.

The new design

Still unmistak­ably a Polaroid, only softer. This is how you could summarize the design of the Now. The edges look less sharp, but the manufacturer promises “easier to grip, hold and operate”. As usual, this is largely a question of personal taste. Friends of the classic Polaroid design with its rather clunky construction will certainly warm up quickly with the Now. The Polaroid Now is available in red, orange, yellow, green, blue and black or white.

The features of the Polaroid Now

Basically the Now is very similar to the previous models. However, improvements have been made. Polaroid promises a significantly longer battery life. Up to 15 film packs with one charging cycle should be possible (equivalent to 120 frames). Charging is no longer a real problem thanks to the USB cable, but the longer battery life is still practical.

The flash

As a real innovation of Now is the stronger flash. This is not only intended to provide better illumination of pictures in poor light, but also to make faces look more natural thanks to the softer light. In addition, an ambient light sensor automatically adjusts the strength. The flash is activated via a separate button – an advantage over models such as the Kodak Printomatic, where the flash cannot be deactivated. If you’re not shooting in sunshine, the flash should be activated.

Double exposure

The mode for creative people. Double exposure means one image is exposed twice. The captured subjects merge into one image. In any case, the result is truly unique. The mode is activated by pressing the self-timer twice. If you are already satisfied with the first picture, you can still cancel the process: Turn off the camera, press and hold the shutter release button, turn it on – after about 10 seconds of holding the shutter release button down, the first picture is ejected.

Self-timer

The self-timer is activated by a separate button on the Polaroid Now. After one tap, the LED lights up orange. If you then press the shutter button, the light flashes to indicate that the countdown is running. After 9 seconds the photo is taken.

Miscellaneous

Photos are taken with the Now through an optical viewfinder on the left side of the camera. A battery level indicator on the side informs about the remaining battery (green: full; orange: half charged; red: low battery). The frame counter LED provides information about the number of frames in the cartridge. The supplied carrying strap can be attached via a tab. A USB charging cable is also included.

Tech specs

• Dimensions: 3.7 x 4.4 x 5.9 inches
• Weight: 0.95 lbs
• Battery: 750 mAh
• USB charging
• Auto focus ranges: 1.8 ft – 4.3 ft, 2 ft – infinity
• Focal length: Closeup lens: 94.96 mm Distance lens: 102.35 mm
• Aperture: f/11
• Field of view: 41 degrees vertically, 40 degrees horizontally
• Film: i-Type or 600
• Carrying strap and USB cable included

Click here for user manual and Quickstart Guide.

CONCLUSION

With the Polaroid Now, the inventor of the instant camera remains true to its principles. Point-and-shoot is the purpose of this camera. Thanks to the autofocus, the rate of successful photos probably increases considerably. This makes the Now a real fun camera. The sensor-controlled flash contributes to this. If you’re looking for an uncomplicated instant camera, there’s not much you can do wrong with the Polaroid Now. And one thing is clear with a Polaroid anyway: the camera is cult.
Update: for all Star Wars fans, there is a new “The Mandalorian Edition” available! Thinking about just getting a photo printer? Take a look at Polaroid’s Lab printer.

Color Wave & Black Frame Special Edition Films

In addition to the new camera, Polaroid releases two new special editions of i-Type film. The B&W i-Type Film Black Frame Edition is the well-known black and white film of the i-Type series, but with an unusual black frame. The Color Wave Edition, on the other hand, is more colourful.

VIDEO: Ben’s instant review of Polaroid Now