Of all the forms of photography youd expect to have been sidelined by the smartphone onslaught, instant film would have to top the list. “[Instax has] become wildly popular in a lot of the Asian markets and its a very, very important product to Fujifilm worldwide,” says Bing Liem, Fujifilm’s VP of sales. “It’s been growing very nicely in the US but, based on the population that we have, obviously the penetration should be a lot higher.” Now the company wants to convince Americans that instant cameras are more than just toys. The Instax Mini 90 Neo Classic Instant Camera — to give it its full name — is Fujifilm’s attempt to appeal to the serious photographer.
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