Steve's Digicams - Breaking News - Polaroid 02/20/2005 Press Release


Press Release - February 20, 2005

Polaroid Announces the Availability of Polaroid's New x530

(The x530 was announced a year ago at PMA 2004 and scheduled for a June 2004 delivery with a suggested retail price of , will finally begin shipping to consumers in the U.S. next month.)

Orlando, Florida February 20, 2005 - Polaroid Corporation announced today, the availability of Polaroid's new x530 digital camera through Circuit City's on-line store: and Wal-Mart's on-line store: . The announcement was made at the 2005 Photo Marketing Association (PMA) International Annual Convention, Booth #3532, in the Orange County Convention Center in Orlando , Florida .

The x530 will also be available in Canada , Japan , Germany and the UK by March 31, 2005 . Additional US outlets will be announced soon.

Polaroid's x530 is the first consumer digital camera to incorporate the awarding-winning three-layer Foveon X3 direct image sensor. The new X3 image sensor is the world's only image sensor which directly captures red, green, and blue light at every pixel location, and in layers similar to methods used in color film. The result is richer colors, warmer tones, and sharper images than what is available in competing products.

The x530, with its Foveon X3 direct image sensor, gives consumers a professional class digital camera with features that appeal to a wide range of photographic aptitudes. Beginning photographers will appreciate the x530's point-and-shoot usability, making it easy to take beautiful pictures using the 4.5 Megapixel image sensor, 3X optical zoom, as well as accessing the in-camera editing functions. In addition, consumers looking for advanced features can capture images in RAW "digital negative" format and use the bundled Polaroid PhotoLab software for fine tuning color, exposure and white balance.

Additional information on the Polaroid x530 digital camera can be found at:

About the Companies:

About Polaroid

Polaroid Corporation is the worldwide leader in instant photography. The company supplies instant photographic cameras and films; digital imaging hardware, software and media; identification systems; and sunglasses to markets worldwide. Additional information about Polaroid is available on the company's Web site at .

About Foveon

Foveon Inc. designs world class image sensors and digital captures systems for digital cameras. The company's three layer X3 direct image sensors are the world's only image sensors which use stacked pixels to capture red, green and blue light at every point in an image. Additional Information about Foveon can be found at: .

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