The SX-70 was the best way to capture a photo instantly in physical form. With the all-in-one device, you could point, shoot, and print. It stole the glamour. Taking the moment from the scene that was captured, and instead, making the photographer the magician. The paparazzo would pull the white rectangle like a rabbit from a hat, immortalizing the one-time moment. The genius of the SX-70 was mostly the zero-step film development process, but also the ease of use and photographic function bolted into a portable package.
When we think of Polaroid today, we think of photos with chunky, hot-blooded depth that nothing binary could print. This feeling was invented by the SX-70. The device, released in 1972, solved a problem: people wanted a way to instantly capture and share physical photographs, but there were some challenges.
Too much technical knowledge was required to take a photograph.
Photography setups were too bulky, and not portable to bring everywhere.
It was costly, and time-consuming to develop film. There was no way to share photos at the scene of the photograph.
They solved this by:
Integrating auto-exposure and easy-to-use focus capture that needed little knowledge to operate.
Containing the camera and film printing features in a compact, handheld device.
Inventing instant develop film.
Today it’s harder to make a cup of coffee than take a photo. In the 70s, taking a photo required familiarity with and setting values for exposure, aperture, shutter speed, and ISO. Polaroid removed the need for this knowledge with an automatic exposure system that adjusted the camera’s shutter speed and aperture based on the lighting conditions. And, it allowed users to peer directly through the lens with the viewfinder, making it easier to focus. It was a camera that finally made it easy to take photos.
Because of the SLR (Single Lens Reflex) design, it made it collapsible and easily carried. A collapsible camera was novel. As the camera folded, it protected the lens and viewfinder, making it more likely to be chucked into a bag and taken on a beach trip. No additional rangefinder was needed. No need to bring a light meter. Everything required to take a photo was incorporated into this single portable package.
Polaroid invented a special photo development technology that was small enough to live inside a handheld camera. First often isn’t best. The instant develop film was something Polaroid first released in the original Land Camera, 24 years before. But the process of developing the photo was still too complex on this device.
With the Land Camera, the photo had to be manually pulled out of the device and left on a shelf for the photo to develop. After a set amount of time passed, you’d peel apart the film, with positive and negative sides to each photo. Being careful not to damage the final image. Then you’d apply a chemical fixer, and finally set the photo to dry. This lengthy, complicated process was the fastest and most simple way to develop photos at the time. With other cameras, it was 10X worse. There was a better way.
The technology baked into the SX-70 changed the way photos were developed. With the new film—made with specially joined substances on thick multi-layered paper—a sheet would instantly eject when a photo was taken with the SX-70. No need to pull the photo out of the camera, no peel-apart film, no chemicals, and no special skills were needed. Just a bit of time. This was easier to use as it didn’t require multiple steps (it required no steps), just the push of a button.
This meant that anyone could do it. For the first time in history: a hiker, a biker, or a friend invited to a wedding at the last minute could become an instant photographer. This, paired with the portability and ease of use of the SX-70 made every would-be photographer a foto maestro.
Edwin Land, the mastermind behind Polaroid, had clever moments that led to the camera becoming the first product that came to mind when people wanted a device to take photos. On a whim, he ordered thousands of tulips to be delivered out of season for a board meeting. He gave board members an SX-70 to photograph the flowers, and receive a party favor. He knew all along that the colors of these specific tulips were the best that the camera could print.
Moments like these helped the SX-70 to become first in mind. The first device you’d reach for when looking for a physical memento of the moment.
Steve Jobs wasn’t the first great product showman on stage. He would also make elaborate displays at carefully planned events. Tying together technology and press in order to drum up awareness of the new product.
If Land’s birthday was switched with Jobs’, I’d say he took a page out of his book. The SX-70 iterated on the wants of consumers (similar to how Apple does it), despite its hardware not-software status.
After realizing not everyone wanted to take photos during the daylight, Polaroid released a cleverly designed flashbar. You could attach it to the camera with paparazzi-style flashing bulbs. Once the front five were out, you could flip it and use the other side up.
The OneStep improved on the original SX-70 design by introducing autofocus. This model used sound waves to measure the distance to the subject and autofocus. Making it easier to use.
Some pictures taken with the original 1972 SX-70 (referenced from LIFE magazine).
The Polaroid SX-70 was like holding the future in your hands. A modern camera, with beautifully patinaed photos, and a built-in instant printing device. It could be considered beyond average technology today. The founding editor of American Photographer called the SX-70 “the most sophisticated and innovative consumer product of its time.” I’d tack on, it’s one of the most innovative products ever.