Segments in this Video

Instant Photography (02:50)


Dr. Edwin Land invented instant photography over 50 years ago; Polaroid was an expression of the zeitgeist. Artist Zora Strangefields shoots Polaroids.

Instant Success (02:23)

Polaroid entered the market in 1948 and dominated it by the 1960s. Many photographers use instant photography for portraits; one photographer recalls purchasing Color Time-Zero.

End of the Polaroid Era (02:33)

Polaroid stopped manufacturing films when digital cameras became popular. Florian Kaps created an online shop to make instant photograph products available. He speaks to crowds about the allure of Polaroid photography and keeping it alive.

Florian Kaps (03:04)

Kaps' wife Ana, describes him as an idealist and realist. In 2205, Kaps began looking for like-minded artists and space for an instant photograph business; see the shop. An artist explains why he uses Polaroid film.

Chances in Art (02:13)

An artist discusses his use of Polaroid film; the outdated material does not always perform as expected. Strangefields uses instant photography to give her imagination physical form.

Discontinued Medium, 2008 (02:55)

An artist describes his reaction to the news that Polaroid was discontinuing film production; see an abandoned production factory in Enschede. André Bosman and Kaps started the Impossible Project to encourage Polaroid to restart the plant.

Finding a New Photographic System (02:58)

Global media ran stories about the Impossible Project. Impossible invested €2.3 million to manufacture instant photographic film material.

Giant Polaroid Material (02:51)

Land developed a large Polaroid camera to make originals from oil paintings; photographer Jennifer Trausch uses the camera to create a 50 by 60 centimeter photograph. Artist Inge Dick creates 1m by 2.25m photographs.

Continuing the Polaroid Story (01:57)

Peter Kern is an important investor in the Impossible Project. Machines in the Netherlands produce film packs. Kern discusses interest Japanese in Polaroid.

Liberating Effect (02:12)

Kern's collection of Polaroids includes bondage images from Japanese photographer Nobuyoshi Araki. Strangefields states that instant photography encourages people to "play around." Kaps discusses an artist's work that reveals the dismissive qualities of the Polaroid.

Photographic Experimentation (03:38)

Impossible moved into larger facilities in 2010; Kaps and Bosman reflect on the company's success. . A team member discusses online submissions. Strangefields states that Polaroid changes reality.

Cultural Expression (02:53)

Analog photography is popular with the "computer generation." Anna Kaps reflects on the staying power of Polaroid. Kaps and his family participate in a photo shoot at the Palais Liechtenstein.

Credits: The Magic of the Moment – Rescuing the Polaroid (00:26)

Credits: The Magic of the Moment – Rescuing the Polaroid

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The Magic of the Moment – Rescuing the Polaroid

DVD (Chaptered) Price: $149.95
DVD + 3-Year Streaming Price: $224.93
3-Year Streaming Price: $149.95



Almost everyone had contact with it at least once. It is a symbol of technical progress, hip, stylish, happening, zeitgeisty, a cult object, a must for people who had their finger on the pulse, and also a fetish like the iPhone today: Polaroid photography, the instant picture. Polaroid was neither a cheap pleasure, nor were the pictures technically brilliant. Nevertheless, the desire for the instant picture was widespread – industry experts like Austrian, Florian Kaps, estimate that over half a century a total of a billion instant cameras were sold. Polaroid was a cultural icon and a piece of the zeitgeist. And the story of Polaroid isn’t over yet! Vienna’s Florian Kaps and his team are continuing to write it.

Length: 33 minutes

Item#: FMK94205

ISBN: 978-1-68272-451-4

Copyright date: ©2011

Closed Captioned

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