Instant: The Story of Polaroid By Christopher Bonanos

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Rating: 9.5 (4028 reviews)
Author: Christopher Bonanos

Books,Engineering & Transportation,Engineering Instant: The Story of Polaroid Christopher Bonanos

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"Pictures in a minute!" In the 1950s, '60s, and '70s, Polaroid was the hottest technology company on Earth. They were an innovation machine that cranked out one irresistible product after another. It was even the company after which Steve Jobs is said to have modeled Apple, and the comparison is true. Jobs's hero, Edwin Land, Polaroid's visionary founder, turned his 1937 garage startup into a billion-dollar pop-culture phenomenon. Instant: The Story of Polaroid, a richly illustrated, behind-the-scenes look at the company, tells the tale of Land's extraordinary and beloved invention. From the introduction of Polaroid's first instant camera in 1948 to its meteoric rise and dramatic collapse into bankruptcy in the 2000s, Instant is both a cautionary tale about tech companies that lose their edge and a remarkable story of American ingenuity. Written in a breezy, accessible tone by New York magazine senior editor Chris Bonanos, this first book-length history of Polaroid also features colorful illustrations from Polaroid's history, including the company's iconic branding and marketing efforts.

At this time of writing, The Audiobook Instant: The Story of Polaroid has garnered 9 customer reviews with rating of 5 out of 5 stars. Not a bad score at all as if you round it off, it’s actually a perfect TEN already. From the looks of that rating, we can say the Audiobook is Good TO READ!

Best Edition Instant: The Story of Polaroid with FREE MOBI EDITION!

The Polaroid name and patents are now owned by a Dutch company that used to be called The Impossible Project, but Polaroid disappeared in 2008 in the minds of most consumers when it stopped making integral film for the instant cameras that had been ubiquitous since the 1970s. That was after the company's first bankruptcy and before its second. In "Instant: The Story of Polaroid", Christopher Bonanos takes the reader through Polaroid's beginnings and its string of successes in consumer instant cameras and film at the direction of the company's genius founder Edwin Land, then the poor decisions, changes in ownership, and criminal exploitation that led to its gut-wrenching downfall. There are more than seventy color photos and illustrations scattered throughout the book, some the work of Polaroid artists and some behind-the-scenes photos or advertisements.Bonanos begins with Polaroid's birth in 1932 as a partnership between George W. Wainwright III and Edwin Land, who had patented the world's first polarizer in 1929. The company was a manufacturer and supplier of sheet polarizers, and Edwin Land's values were in evidence everywhere –the product's presentation, company communication, every word chosen for its annual report. In 1937, the company was reincorporated as Polaroid Corporation and parted ways with Wheelwright. The book's second chapter talks about Land's unorthodox hiring practices and its success in 3D glasses and sunglasses, followed by a boon from military contracts during World War II.The first Polaroid camera, an 8x10 view camera, made its debut in 1947. In 1948, the Model 95, weighing 4 pounds, appeared on the shelves of a Boston department store and sold out in one day. It used a peel-apart orthochromatic sepia film and was Polaroid's first big success with consumers. A black-and-white Type 41 film was introduced in 1950. It needed a print-coater to prevent the image from fading, as did every Polaroid film until 1970. That's why people "shake it like a Polaroid picture." People waved the photos around to get the print-coater to dry faster. Chapter 4 takes us through Polaroid's hey day in the 1950s and 1960, which saw the company produce a string of innovative consumer cameras and films. There is discussion of research and development, advertising, and the design team that made Polaroid cameras desirable and memorable.Chapter 5 covers the creation of Polaroid's first integral film in 1972: SX-70, know for its ability to manipulate the image until it was discontinued in the 2000s, and the fantastic Land Camera that would use that film. Polaroid's first failure is discussed in Chapter 6. That was Polavision in 1977, an instant movie film. The problem was that it was behind the times. Video tape had recently been invented and would soon take the market for home movies. Chapter 7 covers the decades-long legal battle with Kodak over its instant film that allegedly infringed twelve of Polaroid's patents. On the other hand, Polaroid struck a deal with Fuji that allowed that company to produce instant film for the Japanese market.The Fall: The changes in management, in product philosophy, discontinuation of a lot of R&D, catastrophic decisions to abandon digital technologies, especially printing, and the mounting debt from resisting a hostile takeover in the 1980s and 1990s are cataloged in Chapter 8. Polaroid had a string of presidents who made bad decisions and lacked an overarching vision for the company. The downward spiral continues in Chapter 9 with the controversial sale of the company to Bank One, who might have fixed the price. In the end, Polaroid was the victim of fraud for which Tom Petters went to prison, an ignominious end for perhaps the most innovative company ever. There are other books about Edwin Land and Polaroid, but "Instant" is a concise, readable, and informative overview.

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