Instant

September 3, 2012
Bonanos, a senior editor at New York magazine, offers up a concise and in-depth cultural history of Polaroid and its brilliant and charismatic leader, Edwin Land. Amidst its carefully constructed narrative of Polaroid's rise, demise, and renaissance (Lady Gaga is currently the company's creative director), Bonanos lays out the effect Polaroid has had on the cultural fabric of the United States, from brand identity and advertising copy, to hip hop lyrics and the sexual revolution. The history begins with Polaroid's wartime beginnings in polarizing technology and synthetically produced quinine. Instant photography was something of a side-business to begin with, but it soon took over the company's entire operation. But this is truly Land's story. Long before a turtle-necked Steve Jobs gave highly anticipated keynote speeches to reveal revolutionary new products, Land was penning stylized investor letters and predicting the smart phone. Indeed, these moments of cultural and technological premonition are among the book's most fascinating. Bonanos can be excessively reverential and heavy-handed, but Land and Polaroid's story are remarkable nonetheless. Photos.

August 1, 2012

Remember Polaroid pictures? Bonanos (senior editor, New York magazine; Gods, Heroes, and Philosophers: A Celebration of All Things Greek) here tells the story of their creator, Edwin Land, and how he built a multibillion-dollar business from those instant photographs. Holder of over 500 patents, Land was the Steve Jobs of his day. A quick and interesting read, this work traces the history of the company, which began in 1932 by manufacturing polarizing film for car headlights and sunglasses. By the mid-1940s, photography was its main business. Unfortunately, things ended badly, with two bankruptcies, the final one in 2009. The company is now trying to reinvent itself, including manufacturing a new line of film that can be used by the famous cameras. The book includes some photos, though not nearly enough. The volume is enhanced by a helpful index and footnotes, but not so many as to be distracting. VERDICT A well-written book that will bring back fond memories of instant photography for many readers. Recommended.--Susan Hurst, Miami Univ. of Ohio Libs., Oxford

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