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Emerging Trend: Revival Innovation

It will warm the heart of many camera purists. Polaroid Instant Film is back. The rise of digital camera’s led the original company Polaroid to announce in February 2008 that it would cease production of all instant film. But a group including ex member of Polaroid have created a company called the Impossible Project, which has acquired Polaroid’s old equipment and factory in Holland and plan to continue to develop and sell instant film. On their website they state that:

“The Impossible mission is not to re-build Polaroid Integral film but (with the help of strategic partners) to develop a new product with new characteristics, consisting of new optimised components, produced with a streamlined modern setup. An innovative and fresh analog material, sold under a new brand name that perfectly will match the global re-positioning of Integral Films.”

There are other examples of what we are calling Revival Innovation – the idea that one can go back to old technologies long abandoned and revive them using modern technologies and processes. The recent, somewhat sudden, rise of 3-D is another example of this, with a number of 3-D televisions coming out this summer, hot on the heals of success for 3-D movies such as Avatar. Companies such as Sony are taking this very seriously, sensing a big opportunity to revive their fortunes, by developing a product line of Bravia Plasma HDTV televisions as well as games for their games platform the Playstation 3, an additional benefit of their Blue-ray disk technology being that it can handle the memory needed for the modern version of 3-D where there are actually two versions of the film, one for each eye.

We expect that there will be additional examples of Revival Innovation in the coming years.

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