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Leica Embraces Instant Photography

Leica Embraces Instant Photography
The high-end German camera maker has caused surprise by announcing its Sofort instant picture camera.

(CCM) — Leica has gone old school with the unveiling of a high-tech instant picture camera. The Leica Sofort uses Fujifilm Instax film to produce images in color or black and white in seconds. Despite its retro styling — the camera is available in orange, white, and mint — the Sofort includes modern electronics to provide a range of photographic modes, including Automatic, Party, People, Sport, Action, Macro, and various creative settings for multiple and timed exposure. In a nod to the world of phone-based photography, the Sofort also offers a selfie mode and includes a rectangular mirror on the front of the camera to help users frame their self-portraits.

Although the instant film for the camera will be made by Fujifilm, it will be Leica-branded and sold in packs of ten or 20. To reflect the nostalgic character of instant photography, the frames of the images will be a warm shade of cream rather than white, the company said. Leica will also offer a range of accessories for the camera, including mint, orange, or black straps, and black or brown camera cases, as well as special Sofort storage boxes to keep instant pictures taken with the camera safe. The camera and accessories will be available in November, priced at around $299.

Image: © Leica Camera.
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