The Polaroid SX-70 viewfinder camera line is the prosumer evolution that followed the introduction of the SX-70 Land Camera of 1972. The launch of SX-70 pack film made major waves in the world of photography and, as those earlier SX-70 Land Cameras were both more complex and significantly more expensive, it was no surprise when Polaroid announced a more budget-friendly option just a few years later, in 1977. The first camera in this series was the Polaroid SX-70 OneStep. It is a rigid, box-like camera that does not fold up flat like its forebears. It is also a much simpler camera to use. Film packs, which contain the battery to power the camera, are loaded in through the "mouth" of the body. Exposure is automatically calculated by the camera at time of exposure and the film is ejected through a pair of rollers which initiate the development process. These cameras do not have any onboard flash capability, which means that they require the use of either flash bars or accessory electronic flash attachments. Controls are simple; there is a viewfinder for composition and a dial to lighten or darken the exposure based off previously exposed frames. The focus is fixed, so the photographer needs only to point and shoot - that's it!
Several models followed the initial OneStep and, for the most part, they function identically. The biggest change being in the aesthetic design of the camera, or the name it was sold under in various world markets - though some did offer mildly useful additional features such as built-in close-up filters.
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Polaroid OneStep SX-70 : What's in a Name?
In 2008, Polaroid made the devastating announcement that they would cease production of their signature instant films. From this decision, The Impossible Project was born! They purchased the manufacturing equipment straight from Polaroid and set out to continue the production of film for Polaroid cameras. There was a steep learning curve and incredibly large shoes to fill, but the Impossible Project pushed onward and their films have truly come a long, long way since we first received them in the shop, years ago.
In September of 2017, the Impossible Project became Polaroid Originals. In March 2020, the company re-branded once more, returning to the simplicity of just "Polaroid". A very round about way to come full circle.