Leica Sofort: a newcomer to instant photography

In 2008, when Polaroid went bankrupt, some believed instant photography had died with it. But after the Impossible project and the i1 or the , it's now Leica announcing the Sofort (German for "Immediately").

Something new in instant photography

A newcomer to instant photography isn't entirely surprising; more surprising (perhaps) is that the latest model comes from the famous German brand Leica. Unless, that is, you look at it from the perspective of today's largest market: China. The taste for vintage chic among the 1.5 billion potential consumers of the Middle Kingdom is enough to steer the marketing department's choices.

Setting those marketing considerations aside, the Leica SOFORT (it's written in capital letters on the body) shouldn't be compared to a Leica M-series — that would be like comparing a Ferrari F40 to a Ferrari keychain. So the Leica Sofort is an instant film camera with a vintage look and zesty colours: White, Mint and Orange. On the optical side, a 60mm f/12.7 (34mm in 24×36 equivalent) for 62×46mm images. For settings, again basic — a worthy Polaroid heritage — 3 focus zones and 8 shooting modes:

Macro
Long exposure
Auto program
Self-timer
People and parties
Sport and action
Double exposure
Selfie

Note the "Selfie" mode, which reinforces this camera's marketing positioning.

Heir or copy of the Fujifilm Instax Mini 90?

Probably neither. It's not the first time people have pointed out similarities between Leica models and those of other brands; with the SOFORT it's the that's highlighted. The two bodies undeniably look alike — but do two pairs of shoes in similar boxes look alike? Obviously not. The same goes for the Leica SOFORT and the . They look similar, but that's pretty normal. The film format is similar, and in instant photography, the film format largely dictates the shape of the body.

As for the fact that the SOFORT is made in China, it seems a little simplistic — not to say foolish (OK, I've said it) — to think that everything made in China is of poor quality.

More about the Leica Sofort

Image format: 62 × 46 mm
Film: Leica instant film — 10 colour or black-and-white photos, Instax-mini format,
Sensitivity: 800 ISO
Lens: 60 mm f/12.7 (34 mm in 35 mm equivalent)
Focusing: 3 zones: 0.3–0.6 m (Macro) / 0.6–3 m / 3 m – infinity
Shutter speed: 1/8 – 1/400 sec.
Exposure: automatic
Compensation: −0.7 EV / 0.0 EV / +0.7 EV