LADY GAGA NEW FACE OF POLAROID INK-LESS PRINTERS

[Anonymous]

LADY GAGA NEW FACE OF POLAROID
INK-LESS PRINTERS
 Can
Polaroid resurrect itself with the help of pop star Lady Gaga?
The
singer, known for hits like “Poker Face” and “Paparazzi,” has signed a
multi-year deal to be the creative director of a specialty line of
Polaroid products.
The move is part of a major overhaul for
Polaroid, which saw its iconic instant film and cameras eclipsed by
digital photos. The firm was bought out of bankruptcy in May by two
venture capital firms that want to reposition it as a licensing company
which will put its name on everything from cameras to printers and TVs.
Lady Gaga will be their creative director and develop a line of
co-branded products.”The core of [the brand] is that it’s real, it’s
unedited, and it captures the moment,” said Stephen Miller, chief
executive of Polaroid owner PLR IP Holdings. “We are changing our
business model and launching into the global marketplace.”

Gaga,
whose debut album “The Fame” sold eight million copies and included five
No. 1 singles, will appear at the Polaroid booth at the Consumer
Electronic Show (CES) in Las Vegas Thursday morning to discuss the new
line.”We have a brand that’s worth hundreds of millions, with 100%
global recognition,” said Polaroid’s chief operating officer Jon
Pollock. “That’s our biggest asset.”

But not everyone is
convinced that the fallen photo giant can claw its way back to the top.
“When
digital first arrived Polaroid had a tremendous opportunity to be a
leader, but they passed on it, and it feels like their ship has sailed,”
said Alexis Gerard, president of imaging research firm Future Image.

An
instant classic is back
Polaroid will reintroduce its instant film
and cameras, which were discontinued in 2008. The PIC 1000 camera is a
redesigned, modern version of the old OneStep camera, and the Color 600
Instant Film will work with both new and old models.”We know instant
film won’t be the savior for the company, but it’s important to bring
back the old classic,” said Pollock, the CEO of PLR. “Our customers
unequivocally want this experience back, especially the art and fashion
communities.”

Polaroid is also rolling out a portable printer,
the “ZINK” (zero ink) printer which uses special paper that doesn’t use
ink or toner. It’s also introducing LCD 1080p TVs in three sizes: 42″,
52″ and 65″, as well as a Web-based photo and video sharing service
called the Polaroid Studio.By the end of 2010, Polaroid claims it will
have $1 billion of retail merchandise on store shelves. The company said
it expects to make $600 million in retail sales this year, and more
than $3 billion over the next five years.Gerard is doubtful. “For
Polaroid to come back, they’d have to do something that captured the
market in some way that goes back to their roots,” he said. “I don’t
know what that is, but one thing I’m sure of: This product line isn’t
it.”Indeed, Polaroid has tried extending its brand before, without
success. The company, which was founded in 1937 and originally made
polarized sunglasses, tried to lend its name to televisions and DVD
players before it went bankrupt in December 2008.
http://money.cnn.com/2010/01/06/news/companies/lady_gaga_polaroid/

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January 11, 2010 at 10:16 AM