![]() They also felt that Polaroid's square image were unusual and made images hard to reproduce. They felt the images were inferior in quality, and generally preferred images with less red/orange cast and a more realistic look compared to Polaroid. While that is a improvements, Fuji determined that Japanese people were not entirely happy with the results of Polaroid and Kodak instant prints. ![]() Sales of instant cameras improved and there was 500,000 instant cameras sold in Japan during the fiscal year of 1980. Yet instant photography was not as popular in Japan as expected: By the late 1970's, Japan had less than 5% market penetration in instant film cameras compared to western markets of 25% or more. Meanwhile, Kodak also released their competing instant photo products in 1976. ![]() After Polaroid released the SX-70 in 1972, Fujifilm started preliminary research on instant films. Polaroid, the pioneer of instant photography, had launched a subsidiary in Japan in 1960.
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