A determined band of entrepreneurs, scientists, and lovers of retro photography is doing its best to bring Polaroid film back from the dead, the New York Times reports. The group managed to buy the company’s old equipment just before it was dumped and is now attempting to reinvent the chemicals Polaroid once produced in plants dismantled after production ceased last year.
The group, leasing an abandoned Polaroid plant in Holland, estimates that there are still a billion Polaroid instant cameras in the world and is gambling that enough fans of the retro look exist to make the effort worthwhile despite the rise of digital photography. “If everyone runs in one direction, it creates a niche market in the other,” one entrepreneur said. (Read more Polaroid stories.)