Review: Polaroid Flip

How long can a revival be called a revival? At what point is something considered, well, just back? The “renewed” interest in analog experiences and physical media is something that’s been discussed and dissected for well over a decade now, and where vinyl and record players have led the way, instant photography has followed.

With the launch of the new Polaroid Flip, Polaroid’s second new launch this year, the mood seems to one of being not only “back” but “here to stay.” There’s now a whole family of cameras to suit different prices and abilities, but the focus with the Flip is now to supposedly make the experience as good as possible for as many people as possible.

“We believe this is the best instant camera for most people,” Polaroid’s new CEO Dan Dossa tells me. Let's find out if the Flip lives up to such a lofty claim.

A Nod to Its Roots

Photograph: Polaroid

As someone who was born in the ’80s, it’s impossible not to see the Flip’s nod to its roots. The whole Polaroid family is suitably retro in its styling, but the clamshell design of the Flip, which sees the flash fold into itself and double up as a lens cover, is a clear nod to the One Step camera—just with rounder edges and an overall softer look.

It’s available in white with an orange and black lens panel or in all black and gray, with an orange shutter button. To my eyes, the white is the most striking of the two, but of course, it’s also the most likely to get grubby and marked. My review sample has picked up its fair share during two weeks of snapping so far, some of which have become more engrained and difficult to remove. At least the lens is protected, though, and for a camera you’ll likely want to be taking around with you, that’s the most important thing—and one of the clear benefits over the recently announced, slightly cheaper Now Gen 3 family.

Another notable addition here is sonar autofocus, a well-loved feature first developed by Polaroid in 1978 but that hasn’t been seen on a new camera for decades. It works when you half press the shutter button to focus and trigger an ultrasonic pulse from the small circle of dots that sit to the left of the lens. This pulse bounces off any nearby large objects and helps the camera to understand how far away the subject—or subjects—might be, reaching a distance of 0.4 to 4 meters.

With this information, the Flip can theoretically then automatically choose the best option from its hyperfocal four-lens system, which you can literally hear the camera switching between as the scene changes. There’s a choice of lens for sweet spots at 0.65, 0.85, 1.2, and 2.5 meters, which roughly translates to a macro shot, a single person portrait, group of people, or a landscape picture.

Some of the pictures I captured with the Polaroid Flip

Photograph: Verity Burns

The adaptive flash can adjust its intensity with this data, too, and can illuminate up to 4.5 meters away but can also reduce as required to ensure a subject is not overexposed.

The Flip is designed to do this all automatically to best take the shot at hand—it can even give you a warning if it thinks a shot is going to be over- or underexposed—but the Polaroid companion app does allow you to have manual control too. Fire it up, connect the camera, and you can override the automatic lens choice, manually set your aperture, and adjust the shutter speed as you wish.

It’s a pretty straightforward app that’s not filled with too many features—mostly because the camera isn’t either. It’s really designed to point and shoot with minimal fuss, and so if you’re happy to go with Polaroid’s suggested picture settings, you might never need to use the app. There is a self-timer, double exposure function, and EV correction feature that can be accessed either via the app or on-camera via the mode button on the back. Once selected, a little icon will show on the Flip's small screen alongside your shot count and flash status.

The Polaroid Flip is a considerable size, which feels deliberate as well as necessary. This is not a camera you’ll throw in your bag unawares, but throw over your shoulder with the included strap. Still, it’s a good size for holding in two hands, and is not too heavy.

Practice Makes Perfect

Photograph: Polaroid

Taking a picture will feel hugely familiar for anyone who knows the brand but might feel strange initially for anyone new. Instead of on the top of the camera, the shutter button is on the front, sitting on the right as you shoot. It sits directly under your right index finger as you hold it, though, making it easy to adjust to if you are a Polaroid newbie.

Looking through the viewfinder to frame your shot will take practice, as what you see isn’t exactly what the camera will take due to where it is positioned. Using your left eye to frame will be most accurate, but you will also need to position the camera a little down and to the right to get the shot you want. This takes practice and can be frustrating in the discovery phase, but it is something you adjust to if it's something you're aware of from the get go.

Once you take your picture, it will appear within a couple of seconds covered by a black film shield. As it comes out with the picture side facing up, it’s best to leave it there for 10 seconds or so before removing it, being careful not to pull the shield in the process. Then, for best results, Polaroid says you should place it face down somewhere warm while it develops—that could take 15 minutes or longer for full color reproduction.

Being a bit too keen with my first few shots and removing my picture too fast, I did experience a few more artifacts in my pictures than I did when I practiced some patience. You still experience some of these even when following all the guidelines suggested by Polaroid, but many of them are considered part of the Polaroid’s charm. If you want picture perfection, this is likely not the camera for you—or the medium, for that matter.

Much has been written about the inconsistencies with Polaroid film over the years, but since its reformulation a few years ago, the film has been much, much better. It’s still fair to say you might find that results from Fujifilm's Instax range to be cleaner and more predictable, but Polaroid’s pictures have a much warmer and a more “vintage” feel to them—not to mention the iconic shape and size—which is perhaps why you will have chosen an instant camera in the first place.

For many people who use Polaroid, these small imperfections become part of the experience and are often the most endearing part of it all. Still, when film costs about $2 a picture, getting a more consistent shot has been a focus for Polaroid with the Flip.

Some of the initial sketches of the Flip, by Nick Woodley, Polaroid's director of product design.

Illustration: Polaroid

“We have been listening hard to what our customers want, what they feel, how they feel our products can improve,” Dossa says. “We have been working incredibly hard to make sure the Flip with all its features can take the best pictures for everyone—whether that person is new to Polaroid or used our products back in the ’70s or ’80s.”

The Polaroid Flip does feel like the best Polaroid for most people—assuming, of course, that a Polaroid is the right choice for you. There is a danger, after all, that these kind of cameras could— after the initial magic has worn off—end their days collecting dust in a drawer. But if you're a keen beginner or even an enthusiast without the budget for the I-2, the Flip packs in a good number of additional features on the Now+ for only $50 more, while ensuring the results of instant photography are more reliable, without being boring.

There is still an undeniable learning curve to getting the perfect shot, and buying this camera will mean you'll need to stick with it, and invest appropriately, to get there—the cost per shot is high. But if that still sounds good, the Flip will deliver that tangible vintage photography experience that Instagram filters could only dream of.

The Polaroid Flip will be available for $200/£200 from Polaroid.com from April 29 and other retailers from May 13. However, you can sign up to be a Polaroid Member for free and get early access right now.