Now that the dust has settled after a frenzy of excitement over the launch of The Impossible Project’s (TIP) new film the PX 100 Silver Shade, people are starting to wonder if it will live up to the hype.
In this modern-age of twittering press conferences line-by-line and avid fan-boys drooling over prototypes, the Impossible Project took a leaf out of Apple’s (Mac)book and took a very web2.0 approach to marketing this film: create grass-roots support, push a strong community-based web presence and the sales will follow. The problem, as with all hyped product launches, is that now the product has been launched and people have had a chance to take a look at the film and the reception is mixed.
Before going into specifics, we need to get this achievement into context; TIP managed to completely re-invent the chemistry and techniques for a film that most people thought they would never see again. They also succeeded in creating a vibrant, exciting and very vocal community around polaroid that never really existed before Polaroid’s demise. For this they must be applauded.
But there are problems unfortunately. Now the first batches have been delivered, many (but we must point out, not all) users are dissapointed. Avid polaroid fans and the media are complaining that the product, rushed to market to reach TIP’s self-imposed deadlines, appears unstable, unreliable and unfinished. TIP’s website lists some steps in order to prevent common problems, but even if people follow these steps to the letter they are still achieving dissapointing results. These problems beg the question: Should TIP have released this film in its current state? It’s definitely a gamble that TIP thought was worth taking: releasing an unstable product and relying on the goodwill and excitement of fans to follow through with a sale, but risk alienating these very same fans with a poor product.
We have talked about the PX100 film being unstable and unreliable, but what are the problems specifically? There are two specific problems that seem to irk some users: temperature and the opacity layer. TIP state the film must be developed in a temperature range between 17-24C. Unfortunately, releasing the film at the beginning of Spring in the Europe and the US (TIP’s biggest markets) leaves very little outdoor areas with that kind of temperature. Most successful shots so far on flickr show indoor ‘still life’ style shots. The second, and perhaps more crucial problem is the opacity layer. The blue opacity layer shields the rest of the chemistry from light while it is being process(i.e after the rollers in the camera have broken the pod,spread the chemicals and spat out the photo). The problem with this layer is that it is not truely opaque and still lets light in if left to develop in the open environment. This leads to completely ‘white’ photos as they overexpose in ambient light while developing. To combat this, users are taping darkslides, or even bags to their camera to protect the film as it ejects.
rommel© on Flickr has taped a darkslide to his SX-70 to protect the film from light as it ejects
Fans are also divided on the types of shots that are produced. Some people like the ‘warm’, ‘sepia-tinged’, and ‘arty’ results produced with PX100, while others hate the ‘soft’ and ‘muddy’ results.
It’s not all doom and gloom however. Polaroid fans are a resilient and adpatable bunch who will learn tricks and techniques to get the most out of this new film (For example, Minimal Bob is develop the film in ovens and microwaves!). The sensitivitiy to light and temperature can eventually be used in the photographer’s favour allowing greater manipulation of the image. PX100 has a steep learning curve that is perhaps hampered by the steep price, but remember, this is just the ‘first flush’, TIP will improve their chemistry over time to hopefully eventually release a stable film product that justifies the premium price tag. Given enough packs of film, and enough time, we are sure you could produce fantastic results to match some of the stunning ‘roids shown in the Impossible Collection and in the PX 100 Flickr Group.
"le van son" Boris Zuliani Vietnam, 2010 from the Impossible Collection
We love what TIP wants to achieve and really hope they succeed in creating a sustainable business model serving up good quality film. Releasing a film that many fans have had to pay upwards of £2.50/$4 per shot only for it to produce unreliable images could lead to a backlash. This move by TIP could seriously backfire as internet fanbases are a fickle bunch, and can turn at a drop of a hat.
We have three packs of PX100 at Holgablog towers ready for testing. We are just waiting for some decent light and temperatures (fat chance in Scotland!) before jumping in! Expect a full test shortly.
What do Holgablog readers think? Was it a bad move by the TIP to release this film, is it just a case of overinflated fan hype that TIP could never live up to? Are you happy with your PX100?
Comments
I am pretty annoyed at the cost of postage. To buy a couple of films, the postage would virtually double the cost. Surely they could offer cheaper postage.
If you are in the UK, John Lewis is going to stock it. Hopefully postage will be negligable if it’s online only.
Course it’s not a bad move to release the film. The majority of people love it, and with experience will love it more.
Generating cash flow to help improve the film is definitely not a bad thing.
Unfortunately, the BJP tests, provided a high profile exercise in what happens when you use it badly. Most people complaining are people who haven’t even used it… As usual, armchair critics voices are much louder than they deserve to be.
Imagine the backlash from the dedicated if TIP had not released a film now? They promised last year that early 2010 we would have a film, and we have. What could be better than that? (maybe 10 shots in a box, but who’s counting…)
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This post was mentioned on Twitter by holgablog: Fresh Post: The Impossible Backlash. Examining the global reaction to PX100 : http://bit.ly/dqZKHd . Your opinions now dust has settled?…
I appreciate what you’re saying and that there is a mixed feeling. Personally I am really excited by the new film and the possibilities for the future. I also like the film because of these developing nuances. It offers almost endless possibilities post shutter and while at the moment the results may be unpredictable for some I am confident that the vast majority of experienced amatuers and professional photographers will have the process nailed very soon.
Viva la Impossible Project.
The truth will be in the numbers. If sales are what is desired by TIP and thereby help drive further development (and eventually different results), then surely it’s worth it.
Personally, I don’t shoot polaroid (never have) so I don’t care that much either way on the timing. People whine and complain too much today IMO. Some folks took on a tough challenge and delivered results. Now it’s up to people to vote with their hard earned $$ and the results will speak for themselves.
I with TIP luck!
8 shots to a pack is a downside for a format that traditionally ha 10. Not being up front about shipping costs is another downside (they wouldn’t show me shipping rates until I entered a credit card number… fat chance there). I appreciate the effort, but the performance to price ratio is just too low for me to bite.
I think they look like albumin prints or daguerrotypes. I see the TIP producing two product segments, genericish reliable product for Polaroid and then very arty stuff that they sell under their own label like FF.
I’ll eventually buy some and try but I think it’s a bit expensive for a “hit and miss” kind of film, maybe I’ll wait for some improvements on the way the film processes regarding temperature etc…
Overall I’m pleased with the fact the instant film is not dead !
We’re pleased with PX-100 and very willing to pay the premium – it is a vote in favor of instant photography! And a vote for more to come. Easy to use too – click on my name for examples.
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[...] The Impossible Backlash [...]
If you look at the Impossible Project site and literature, you’ll notice that the box that the new film is in is featured…and examples of the film come next. Strange. The reason, unfortunately, is that the film produces what I can only call muddy brown results. Also, the first pack I put into my SX-70 promptly jammed in the camera. All in all…The Impossible Project may, in fact, be impossible. A good idea…terrible implementation.
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