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MIDSOUTH
distributors
ALL NEW INSTANT COLOUR FILM FROM POLAROID TO BE LAUNCHED WITH ONE OF THE WORLD’S 2nd LARGEST INSTANT CAMERAS.
Midsouth Distributors are pleased to announce that with the launch of Polaroid’s new 690 Proofing Film, they will be flying Polaroid’s amazing 20x24 camera into the country. An instant camera that stands 150cm high and weighs 106kg, only five originals exist in the world!
The legendary 20x24 Polaroid instant camera, regarded for many years as one of the most unusual and most amazing photographic tools, will be making its first appearance ever in South Africa. “We are offering anyone the opportunity to rent the camera and have their portraits taken with this unique medium,” says Mike Morrell MD of Midsouth Distributors, Polaroid’s agent in South Africa.
The reason for bringing in this camera is to launch the new T690 film that Polaroid Corporation has introduced. T690 is a new, technologically advanced, peel-apart film that delivers consistent, high-quality instant images photo after photo. Engineered specifically for proofing, this professional quality, peel-apart film produces vibrant, accurate colors with the convenience and ease of instant capture. The new instant film – Polaroid T690 – will make its SA debut at the official launch in Cape Town on the 10th October and in Johannesburg on the 17th October, 2003. “ We are pleased to invite the public to see Miss SA, Cindy Nel, posing for a top New York photographer in Cape Town,” says an excited Morrell.
“I have always felt that quality and consistency are 2 of the most important aspects of a professional proofing film,’’ says Morrell, “I am thrilled to finally be able to offer the professional photographers of South Africa a Polaroid instant film that delivers the kind of results and quality needed to ensure accuracy, and T690 film gives consistent results time after time.”
For the professional photographer, proofing is one of the most important steps to brilliant results. The accuracy of the proof can affect the quality and detail of the final shot. The new T690 film offers photographers an advanced, instant proofing tool that ensures high quality, accurate results of the final photo.
Featuring new physical characteristics, the T690 film incorporates advanced technologies to offer more flexibility and consistency in photo processing than other competitive products. Key features of the new film include:
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Temperature Tolerance – Offers greater temperature latitude tolerance and performs consistently from 13ºC to 40ºC – making it one of the first film types to maintain results when used in climates above 35ºC. With this new capability, the T690 film is ideal for location work.
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Accurate Colors – Produces brighter, more intense, pure colors that result in crisp, sharp images. Pastels and shadow areas are reproduced in greater detail; color saturation is unmatched by any other instant film type.
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Flexible Development Time – Allows for longer time delay between image capture and peel process. Incorporates new technology into the photo system that stops development at a pre-set time. Images will not change after recommended peel time of 90 seconds and can maintain structure up to five minutes.
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Consistency – Incorporates new film chemistry that is less sensitive to changes in the thinness/thickness of the processing chemicals, resulting in consistent, balanced images shot after shot. Temperature, development time, or the speed of “pull through” the processing rollers does not impact image quality.
Having already been launched overseas, T690 film has received rave reviews from the professional industry. This is what the British Journal of Photography had to say, “Anybody who has drifted away from blue boxes in favour of green would be well advised to check out how things have changed -–because changed they most definitely have.”
Issued by: Kim Rockcliffe
Tel: 012 345 6253
Fax: 012 345 6259
Email: kim@midsouth.co.za
