MINNETONKA, MN.- Polaroid presents its latest addition to the film lineup: the "Round Frame Retinex" special edition film. The release pays homage to the Retinex Theory, created by Polaroid founder and great inventor Edwin Land. The special edition film delves into the perception of colors in relation to their surroundings. This unique film design captures the mesmerizing interplay of colors that Land's theory highlights.

Innovation and Science Converge: At its core, the Retinex Theory unravels the intricacies of how human eyes and brain interpret colors, shedding light on the dynamic interplay between an object's color and its surroundings. Polaroid's new film captures and accentuates this enchanting phenomenon, promising a one-of-a-kind visual adventure.

What sets this special double pack edition apart are the 10 distinct frame designs. These frames act as the perfect canvases, magnifying the interplay of colors. Each photograph taken with the Polaroid Round Frame Retinex Edition Film encapsulates the wonder of color perception and honors Edwin Land's pioneering theory.

“These limited special edition frames are a genuine tribute to Polaroid's rich heritage, allowing photography enthusiasts to own a piece of our history. It's a fusion of science and design that embodies our commitment to innovation and Edwin H. Land enduring legacy.” – Polaroid Chairman, Oskar Smolokowski

A Visual Odyssey: Polaroid collaborated with Charlie Toqué, Animation Director at Thisis Jelly, to create a lively animation set in an imaginative and psychedelic world. The visual storytelling serves as an engaging lesson on the Retinex Theory, adding an entertaining play on color theory.

This special edition boasts 10 distinct frame designs within the double pack of 16 films in total, transforming each shot into a canvas that magnifies color interplay. The Polaroid i-Type Color Film Round Frame Retinex Edition has been available for purchase on polaroid.com and select retailers worldwide since October 3rd.

Polaroid i-Type Round Frame Retinex Edition: Red? Orange? Yellow? Umm, why not all three at once? With Polaroid Round Frame Retinex Film, color gets weird. Seriously weird. Inspired by Edwin Land's pioneering Retinex Theory, these 10 unique frame designs (in a double pack of 16 photos) make your eyes and brain get tricksy as you interpret the red dot differently, depending on the surrounding colors. The magic unfolds as your brain blends the red semi-circle (inspired by the famous Polaroid red dot) with the surrounding colors in a series of perception pushing ways. Capture the world in a new, vibrant light. Your journey into uncharted realms of color creativity begins here.

The Retinex Theory: Proposed by Edwin Land during the 1970s, the Retinex Theory unveils the enigmatic workings of how your brain interprets a color based on surrounding colors. When we ‘see color’, we notice the length of the light waves coming from what we’re looking at. For instance, when you see orange, it could mean two things. You might be seeing the exact length of light waves that make up the color orange, giving you the sensation of orange. Or, you could see a combination of two different sizes of waves that, when mixed, create the same effect as orange. So, simply put, with the Retinex Theory, you can still perceive the color orange even if there’s no orange light. Your brain and eyes blend the light waves with the other colors around it, creating the fascinating phenomenon where color comes alive, changes and transforms to conjure illusions that challenge perception.