Product Introduction
June 1998
Customer Care Center
Technical Publications
201 Burlington Road
Bedford, MA 01730
TEL: 1.781.386.5309
FAX: 1.781.386.5988
790 Instant Camera New Product Manual
2
Table of Contents
Purpose of this Manual 3
Background Information 4
Product Description 5
Camera................................................................................................................................5
Film......................................................................................................................................5
Film/Camera Compatibility Chart..........................................................................................6
PID Numbers .......................................................................................................................6
Specifications.......................................................................................................................7
Camera and Film Modifications 8
700 film cassette configuration .............................................................................................8
600/779/780 film cassette configuration................................................................................9
790 Camera modified pack spring ........................................................................................10
Quick Guide to Camera Operation 12
Marketing Strategy 15
Launch date.........................................................................................................................15
Target markets.....................................................................................................................15
Positioning ...........................................................................................................................15
Competing products.............................................................................................................16
Features and Benefits 17
Unique Parts 18
Troubleshooting 19
Common Problems...............................................................................................................20
Potential Customer Questions 21
Warranties 22
790 Camera.........................................................................................................................22
700 Film...............................................................................................................................22
790 Instant Camera New Product Manual
3
Purpose of this Manual
The purpose of this manual is to introduce the Polaroid Camera 790 (DIS), which
is similar in styling to the 636 restyle version, and in function to the Polaroid 2000
Camera that was introduced in China in 1996. It describes the special features
of this camera and provides details about marketing strategy, product positioning,
features, benefits, PIDs, and unique parts required for repairing the camera.
Refer to the 636 Close Up repair manual for servicing this camera. Since it is
basically the same as the 636 camera, repair training is not necessary.
790 Instant Camera New Product Manual
4
Background Information
To encourage the expansion of instant photography in highly populated, low
income developing markets, Polaroid offers Type 600 film at a reduced cost.
However, because of its low cost, this film is being transshipped to mature
markets for use in Model 636 Close-up cameras.
As a solution, Polaroid introduced the Model 2000 camera and film system in
China in 1996. The film was modified so that it would fit only in the 2000 camera.
And, the camera was modified to accept both 600 and 2000 film. The new 790
camera and 700 film are basically the same as the 2000 system, except for
cosmetics. A similar camera, the 780, is also being introduced to developing
markets (refer to the 780 Product Introduction manual). These products are
referred to as differentiated integral camera and film systems (DIS).
Note: With the availability of low cost 700 film, the cost of Type 600 film in
developing markets will be increased to discourage transshipment.
790 Instant Camera New Product Manual
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Product Description
Camera
The 790 camera is the same as the 636 Close-up
camera except for product name, cosmetics, and
modified “China” dual pack spring. This modified
spring allows the camera to accept 600, 700, 779,
780, and 788 film.
Specific features include: a newly colorized body
connoting youthfulness, spontaneity, and fun, new
790 name plus stylized logo on front plate, body
instruction label indicating film type compatibility (600,
779, 780, and 788 films), and eye-catching new
display box highlighting camera and “fun” usage
across geographies and ethnicities.
Film
The 700 film has TurboClear chemistry and is
contained in a Time Zero film cassette that is
compatible with the camera’s “China” dual pack
spring. It features a new display package.
Note: This film cassette will not fit into other 600
series cameras.
790 Instant Camera New Product Manual
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Film/Camera Compatibility Chart
Camera 700 Film 600/779/780/788
Film
Camera 780 (DIS)* Yes Yes
Camera 790 (DIS) Yes Yes
Model 636 Close-up No Yes
* Refer to the 780 New Product Manual
PID Numbers
PID Product
627366 Camera 790 Export (DIS)
627367 Camera 790 (DIS) LACE/Mexico
627459 DIS 700 Film General Export
790 Instant Camera New Product Manual
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Specifications
Lens 106mm
Focus zones 2
Normal focus distance 1.2m (4 ft.) to infinity
Ideal focus distance 2m (6.7 ft.)
Close-up focus distance 0.6m – 1.2m (2 - 4 ft.)
Scale focal length 112mm
Flash range .6m - 3m (2 - 10 ft.)
Max. aperture F/14.5
Min. aperture F/42
Shutter speed range 1/3 - 1/200 second
Recharge speed 0.4 seconds
Exposure compensation ¾ stop
Size (W x H x D) 17.3cm x 10.6cm x 16.3cm
6.81 in. x 4.16 in. x 6.4 in.
Weight 655 grams (1.44lb)
790 Instant Camera New Product Manual
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Camera and Film Modifications
700 film cassette configuration
The illustration below shows how 700 Time Zero cassettes catch on the pack
spring of 636 cameras, preventing insertion.
.
700 film cassette stopped by pack spring
“catch” in 636 Close-up camera
Pack spring
catch
790 Instant Camera New Product Manual
9
600/779/780 788 film cassette configuration
The illustration below shows how plastic wedges on the 600/779/780/788
cassettes “ramp” over the front edge of the pack spring “catch” in the 636
camera, allowing full insertion of the film pack.
Plastic wedges on Type 600 film inserted
Into 636 Close Up camera
Plastic
wedges on
cassette
790 Instant Camera New Product Manual
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790 Camera modified pack spring
A new “dual” pack spring allows the new Polaroid 790 camera to accept 700 and
600/779/780/788 film cassettes. The next two illustrations show how the new
pack spring configuration works with both film types.
700 film cassette bypasses recessed
pack spring “catch” in 790 camera
Recessed
pack spring
catch
790 Instant Camera New Product Manual
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Type 600/779/780/788 cassettes bypass recessed
pack spring “catch” in 790 camera
790 Instant Camera New Product Manual
12
Quick Guide to Camera Operation
1. Pull up the flash unit.
2. Open the film door.
3. Insert the film pack.
4. Close the film door; film cover will
eject.
5. Check the picture counter. The
number tells you how many photos
remain in the film pack.
790 Instant Camera New Product Manual
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Location of camera distance setting
6. Use the 1.2m (4ft.) setting for subjects
1.2m or more from the camera.
7. Use the close up lens for subjects
between .6m (2ft.) and 1.2m (4ft.) from
the camera.
8. Press the shutter button. The photo
will automatically eject.
9. When finished, snap the flash unit
closed.
Picture-taking tips
1. To lighten the picture, slide the
lighten/darken control to the right; to
darken the picture, slide the
lighten/darken control top the left.
790 Instant Camera New Product Manual
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2. To photograph shiny or metallic
objects, or to photograph a subject
through glass, press the flash override
button.
790 Instant Camera New Product Manual
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Marketing Strategy
Launch date
Product launch is scheduled for July, 1998.
Target markets
q Developing markets in Eurasia and Africa, Latin and South America, and
Asia.
• Primary: Consumers – extroverted, aspirational young urban men/women,
aged 18-30, with reasonable disposable income.
• Secondary: Families with young children
Positioning
q Polaroid’s most fun way to create special times with your friends and family
wherever you go, whatever you do, every single day.
q Contemporary, spontaneous, helps you have more fun.
q Stimulus to make things happen NOW.
q Easy to use.
q Fail-safe operation
790 Instant Camera New Product Manual
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Competing products
q Mainly conventional 35mm cameras and films
q Low level Fuji integral films and cameras (mainly Asia)
q Very limited digital and other electronic solutions
790 Instant Camera New Product Manual
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Features and Benefits
Features: Benefits:
Comfortable-to-hold handle Prevents camera damage from
dropping
Lightweight Portability
Close up lens No auxiliary close up lens required
Automatic focusing Easy to operate
Built-in flash Consistent exposure
Automatic film advance Easy to operate
Camera is fully automatic Easy to operate
TurboClear film chemistry Bright, sharp colors
Pictures don’t fade
Foolproof film load Easy to operate
790 Instant Camera New Product Manual
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Unique Parts
Below is a list of parts that are unique to the Polaroid 790 camera. All other parts
are the same as the 600 CL Europe camera (PID 623620).
Part Part Number Color
Body Assembly
Includes:
Body
DIS Pack Spring
Eye-Cup
Counter Window/retn. Assy.
Rear Handstrap
Strap Strip
1AC051G
Black
Black
Black
Cool Grey 11
Cool Grey 11
Packaged Door Assembly
Upper Apron
Lower Apron
Front Plate
Lower Housing
Gear Side Pivot Pin
Non-Gear Side Pivot Pin
Meniscus Bezel
Logo Strip Decal
S10 Button
Lens Button
Trim Actuator/Button Assy.
Includes:
Trim Actuator
Trim Button
Gripper
Strobe Cover
Front Instruction Label
U/L Configuration Label (see below)
1AC016F
1AC017E
1AC010H
1AC007J
1AC003F
1AC004F
1AC079A
1AC085A
1AC001J
1AC012G
1AB131G
1AC018J
1AC005H
1AS647A
1AB015D
Black/Silver
Black
Black/Silver/Red 032C
Black/Silver
Black
Painted Silver
Silver/Black
Red-Pantone 032C
Red-Pantone 032C
Cool Grey 11
Red-Pantone 032C
Red-Pantone 032C
Black
White/Greyscale
Purple
Packaging
Display Box
Scored Insert
Instruction Sheet PE30022M
1AJ684B
1AS704A
Multi
White
U/L Configuration Label – located inside film compartment
790 Instant Camera New Product Manual
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Troubleshooting
In addition to the problems addressed in “Common Problems” on the next page,
the following unique customer issues may surface.
Some customers will take pictures using the close-up lens incorrectly, attempting
photos as distances less than 4 feet (1.2m) without the lens; or at distances
greater than 4 feet with the lens. Either condition will result in out-of-focus
pictures.
Additionally, some customers may think of the close-up lens as a telephoto
feature. They may use the close-up lens from a distance of several feet, thinking
that the lens will make the subject look “close-up”. The resulting pictures will be
out of focus. The customer needs to understand that the subject must be 2 - 4
feet (0.6 - 1.2m) from the camera when the close-up lens is used.
790 Instant Camera New Product Manual
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Common Problems
Symptom Cause Remedy
Foggy, misty pictures
Camera lens dirty
Lens surface light struck
Breathe on lens and wipe gently with
clean, soft tissue
Avoid aiming camera into sun
Cup hands above lens to shade from
flare
Subject partially cut off Improper framing of subject
in viewfinder
Look through viewfinder while holding
the camera as close to the eye as
possible
Frame subject on all sides in
viewfinder
Blurry pictures Flash not used in dim light
Subject too close to camera
Camera or subject motion
Always use flash indoors
Subject must be at least 4 ft (1.2m)
away without close-up lens
Subject must be at least 2 ft (0.6m)
away with close-up lens
Keep camera/subject still
Background too dark Background too far from
subject
Place subject near a brightly colored
background
Daylight pictures too dark Outdoors at night
Light level of scene too low
Stay within recommended flash range
Use flash to get brighter pictures on
dark, cloudy days or in the evening -
if subject is within 10 ft (3m)
Pictures too light Subject too close to camera
Light level of scene too high
Stay within camera’s range
(at least 2 ft (0.6m) from subject)
Use camera trim to darken
Red reflection in subject’s eyes
(red eye)
Flash reflected from subjects
eyes
Turn up room lights; have subject
look away from camera
Poor color pictures Outdated film
Film stored in excessive
heat
Underexposed/overexposed
Use fresh film
Keep film in cool place
See above - “Too dark & Too light”
Subject too dark; background
exposure OK
Backlighting scene Avoid positioning subject near bright
light source, e.g. window, lamp, etc.
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