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...details-sometimes crucial ones-he still has not settled on a model name for the small Polaroid Land camera, which is scheduled to reach dealers' shelves in limited numbers late this fall. Around Polaroid headquarters in Cambridge, Mass., the camera is referred to by its project designation, SX-70, and the film for it already rolling off the assembly lines is being packaged in blank boxes, which will be imprinted when Land finally makes up his mind. The camera is just the first of what eventually will be a whole family of pocket Polaroids...
...SX-70 will sell for at least $ 100 and perhaps for as much as $175. (For fear of completely halting sales on its higher-priced current models, Polaroid refuses to disclose the exact price of its new one.) Can the mass market possibly bear that price? Land answers extravagantly: "I think this camera can have the same impact as the telephone on the way people live." Polaroid salesmen are so sure of the SX-70's appeal that they speak of rationing it among dealers and predict that every unit produced in the first twelve months-perhaps...
Garbage-Free. When folded, the SX-70 is about half the size of many old models, small enough (about 11/10 in. by 4 1/5 in. by 7 in.) to fit into the breast pocket of a man's jacket. It weighs 26 oz. and is completely automatic, even to film advancement, which has had to be done manually (and sometimes faultily) in all previous models. The most unreal thing about the SX-70 is its film, which will cost no more than current Polaroid color film (about 45? per picture). Flicking out of the camera only 1.2 sec. after...
...that if Polaroid owners could get a small, easily portable, nonmessy instant-picture camera, they would buy huge numbers of them -and far more of Polaroid's high-profit film than they now do. Thus, Land undertook the greatest camera quest of his career: development of the SX-70. "The program to create our new camera was like a siren," he says. "She never came clean to say whether she meant to succeed or not, but she never let us escape...
...small but powerful motor to run the new camera, a Polaroid engineer had the unusual insight one afternoon that the motors used to run his son's toy race cars might work. The next day Polaroid researchers invaded a Boston hobby shop and eventually modeled the SX-70 motor on an electric-train engine that they spotted there. While mulling over the complaint of a Polaroid owner, who had phoned all the way from Africa to protest that he could not find a replacement for his used-up battery, Land decided that the power cells that ran the complex...