Polaroid instant photographs entranced a generation in the 1970s as colour images magically emerged from an unpromising white square of plastic.
The technological breakthrough was endorsed over the years by luminaries as diverse as Sir Laurence Olivier, Ali McGraw and Kermit the Frog. But now, with the push of a factory button, Polaroid has consigned its iconic invention to the history books.The American-based firm has confirmed that it has stopped making its instant film and expects supplies to run out completely in 2009. The announcement has sparked a sales run on the cult cameras with enthusiasts rushing to snap up remaining supplies.
Polaroid is closing factories in Massachusetts, Mexico and the Netherlands with the loss of more than 450 jobs and will belatedly focus on producing digital cameras, portable printers for mobile phones, TVs and DVD players.
Polaroid has already stopped making the cameras. "We are trying to reinvent Polaroid so it lives on for the next 30 to 40 years," said Tom Beaudoin, the firm's president and chief financial officer.
Industry analysts claim Polaroid has suffered greatly by its refusal to embrace the digital technology that has transformed photography.
Instead, executives stuck to the belief that many photographers would want to be able to hold their developed pictures in their hands rather than view them on a screen.
Global sales of traditional camera film have been dropping by around 30% per year.
"Instant film has been falling as fast if not faster," said Ed Lee, a digital photography analyst at the research firm InfoTrends.
"At some point it was inevitable that it had to reach the point where it was going to be uneconomical to keep producing instant film."
Polaroid, which is privately owned, has always refused to disclose financial details about its instant film business.
The announcement has already led sales of Polaroid products to rocket in the US.
"My shelves are completely empty of instant film," said Jeff Newman, who runs Calumet Photographic in Cambridge.
"Polaroid enthusiasts are panicking and are bulk-buying all the stock that we have."
Edward Nute who runs a photography firm in Plymouth, and still occasionally uses Polaroid films for commercial shoots, felt the technology would be missed by many of his colleagues.
He said: "There's something exciting about peeling back a Polaroid photo and seeing the photograph develop before your eyes. I'm going to toast Polaroid for all the fond memories tonight."
Such is the popularity of Polaroid, it has earned an enduring place in popular culture. Outkast's 2003 global number one 'Hey Ya!' featured singer Andre 3000 urging people to "Shake it like a Polaroid picture".
