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The power of ten prints per cartridge
October 16, 2009 8:22 PM   Subscribe

The Polaroid SX-70. A 10 minute promotional film by Charles and Ray Eames.
posted by ardgedee (15 comments total) 15 users marked this as a favorite

God, I love the Eames aesthetic. They were so great. Thanks so much for the heads up on this wonderful little film.
posted by flapjax at midnite at 8:57 PM on October 16, 2009

This is incredible. Thanks.
posted by killdevil at 8:59 PM on October 16, 2009

color me fascinated!
posted by Severian at 9:13 PM on October 16, 2009

One aspect of the Eames' work that this film shows so well: their grasp of and intimate connection with things is always very human. The way they illustrate and present the technology, the microcircuitry, it's warm, not cold. And their representations of human interaction with the SX-70, they're so full of love. Almost impossible to imagine a similar film, advertising some new product, being made today. The people in advertising just don't have the heart. Charles and Ray Eames were not cynical. They had the heart.

Oh, and the Elmer Bernstein soundtrack is great, too. I aded a tag for that, ardgedee!
posted by flapjax at midnite at 9:16 PM on October 16, 2009 [1 favorite]

I remember when the SX-70 was introduced. They were quite a big deal, covered in newsmagazines, advertized in National Geographic and so on. They cost 180 dollars and the price was not discounted anywhere. The film packs were probably pretty dear as well. My uncle bought one of the second generation ones, I remember being duly impressed.
posted by longsleeves at 9:33 PM on October 16, 2009

Not So Fast:
"If all goes to plan, the Polaroid factory in Enschede, Amsterdam, will soon be making film again thanks to its new owner, an eccentric Austrian artist and businessman named Florian Kaps."
posted by weapons-grade pandemonium at 10:14 PM on October 16, 2009

fantastic, thanks!
posted by LobsterMitten at 11:45 PM on October 16, 2009

their grasp of and intimate connection with things is always very human.

Yes. I loved this about this short (a wonderful combination of advertisement and documentary). I loved "inside the camera - this is how it works!" portion, as well as the examples of what kinds of photos people could take with these cameras. Just outstanding.
posted by rtha at 12:00 AM on October 17, 2009

You know who else liked Polaroids?
posted by Smart Dalek at 2:25 AM on October 17, 2009

I loved the colour these things produced- beautifully warm. But there was a rather massive barrier between photographer and subject- the film was very expensive.
posted by mattoxic at 2:50 AM on October 17, 2009

I found a working SX-70 in my grandpa's garage after he passed away. A friend picked up some compatible film in Germany last year, and I've been off to the races.

Favourite picture in the ad: the flautist at 10:15.
posted by Beardman at 8:06 AM on October 17, 2009

what design! what thought! that went into these old things. Too bad the old film was so expensive. I bet they wouldn't even have to revamp a new release of these, if the film was reasonably affordable.
posted by cafe_prole at 9:49 AM on October 17, 2009

brilliant video. thanks for posting.
posted by megob at 11:19 AM on October 17, 2009

The Impossible Project.
posted by gen at 5:44 PM on October 17, 2009

FujiFilm instant cameras and films still in production.
posted by gen at 5:46 PM on October 17, 2009

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