SOFORT is Leica’s offering to a market segment that we thought had seen the better days – instant cameras with film. The German company is pretty sure the Sofort is different in many ways to what is already in the market. Their main competition comes from two old pros in the same field, Kodak, and Fuji. The un-Leica instant camera is very stylish and comes in two pastel colors -orange and mint besides white.
The playful Sofort has three preset modes, the all-important “selfie”, party, and macro. Other features include a self-portrait and self-timer modes, and multiple and time exposures. In automatic mode it delays using the flash, it is instead programmed to use available light as much as possible. According to Leica, this helps it capture more natural looking pictures. It has an optical viewfinder similar to old Leica models.
The Sofort can take black & white and color photos. Leica apparently decided to be sentimental with film and added Polaroid-like cream-colored border frames. Both black & white and color film packs come with 10 exposures. Leica also offers color film in packs of 20 exposures. A pack of 10 is expected to cost between $15 and $20.
Accessories are a big part of the electronics industry. Leica offers a range of Sofort accessories, not just for the camera but for photos as well. You can equip the camera with matching carrying straps and carry it in a black or white case. As for photos choices include postcards, a presenter, and an old-fashioned photo album. The final piece of the accessories collection is storage boxes, in matching colors.
Stylish, no doubt. An advanced instant camera, sure. How much? Seems the Sofort is going to cost you around $300. For comparison, a similar Fuji Instax comes with a $175 price tag. You will also have to fork out a bit more for accessories if you want them. In this point and shoot world with smartphones, it is good to see there is still a market for old-fashioned cameras (instant).
To order head over to Leica online store.