It wasn’t a wind up after all. The Leica SOFORT (German for instant, pronunce it zo’FORT and add a silent exclamation—it’s what the Wetzlar waiter says when you ask for the bill) is arriving on these shores in November and will cost a modest £215 including VAT. It’s the cheapest Leica in the range and is supported by a medley of Leica-branded Fuji lookalike instant film packs ranging from £9.50 for ten exposures to £15.50 for 20 shots. A pack of monochrome film, with ten exposures, costs £11. This isn’t just any old instant camera like the humble old Fuji, it is…….
Different from other instant cameras in many ways, the inimitable, timeless style of the Leica SOFORT was created specially by the Leica design team in Germany, uniting the retro-modern magic of instant photography with the renowned quality and originality of the Leica brand.
The 60mm f/12.7 Automatik-Hektor lens, with a reverse crop similar to medium-format, offers a 35mm equivalent focal length of 34mm. Even with the benefit of the large format, this slowcoach optic isn’t going to be a bokeh king. There’s even a flash to help with low-light situations of which there could be many.
The lens is named after Max Berek’s dog.
The SOFORT includes a selfie aid in the form of a front mirror enabling you to frame your phizog perfectly. There is yet more excitement, including the opportunity to buy accessories and postcards. I cannot contain myself, so I’ll let Leica’s press office take up the story. I might even buy one for fun……
Leica press release
Frame The Moment.
Leica introduces the Leica SOFORT instant camera
Designed to capture the spontaneous moments in life and immediately share with friends and family, the new Leica SOFORT combines the world of Leica inspiration, creativity and expertise with the fun and fascination of instant film photography, for the very first time.
Different from other instant cameras in many ways, the inimitable, timeless style of the Leica SOFORT was created specially by the Leica design team in Germany, uniting the retro-modern magic of instant photography with the renowned quality and originality of the Leica brand.
Covering a multitude of photographic situations, numerous modes and options are available on the camera: Auto, Party & People, Sport & Action and Macro, as well as creative programmes for multiple and timed exposures. In addition, the Leica SOFORT offers a special mode for self-portraits, as well as a self-timer with two different time delay settings. For the best photographic results every time, the camera automatically adapts its settings, such as the exposure time and aperture, to the mode selected by the user.
In true Leica style, the camera takes advantage of available light for as long as possible when shooting in auto mode, without triggering the built-in flash – resulting in pictures with a more natural and authentic look. Furthermore, the flash can be left on automatic setting, or the photographer can choose to switch it on or off, depending on the nature of the pictures they wish to take.
For easier ‘selfies’, the Leica SOFORT also features a rectangular mirror on the front, to ensure the perfect self-portrait every time.
In addition, with the Leica SOFORT, the focusing distance can be set independently from the selected programme mode. Depending on the standard or long distance setting, and the mode chosen, this allows even more creative freedom when shooting with the camera.
Vibrant colour or classic black & white
In addition to colour film, Leica also offers a monochrome film option for those who feel more at home in the world of black and white photography. All Leica SOFORT prints are framed with a border in a warm shade of cream, reflecting the nostalgic character of instant photography. Colour and monochrome films will both be available in packs of 10 exposures, and colour film will also be offered in double packs (20 pictures).
Leica SOFORT accessories
A comprehensive range of accessories for both the camera, and the photos it creates, will be available for the Leica SOFORT, including three elegant neck straps in black and white, mint and orange. In addition, customers will have the choice of two protective carry cases in black or classic brown.
Leica is also introducing a host of options for displaying and sharing instant pictures:
Leica SOFORT Postcards will be offered in sets of three – each card will portray a different design, with a space to integrate a favourite picture. In addition, the Leica SOFORT Photo Presenter can be filled with photos and makes the perfect way to display captured moments and keep them on show.
The Leica SOFORT Photo Album is a classic format for sharing memories, and keeping them safe, while the Leica SOFORT Storage Boxes (sets of three) in mint/black, white/black and orange/black combinations make a perfect solution for storing precious pictures or giving them as gifts. Each set of boxes contains all three colourways.
Pricing and availability
The Leica SOFORT instant camera in a choice of white, orange and mint is scheduled to be available from November 2016, at a suggested retail price of £215 including VAT.
Accessories and consumables:
- LEICA SOFORT colour film pack (10) – £9.50
- LEICA SOFORT colour film double pack (20) – £15.50
- LEICA SOFORT monochrome film pack (10) – £11.00
- LEICA SOFORT black or brown case – £24.00
- LEICA SOFORT strap (black/white, mint, orange) – £15.00
- LEICA SOFORT postcards (3 piece set) – £8.00
- LEICA SOFORT box set (3 piece set) – £8.00
- LEICA SOFORT photo album – £20.00
- LEICA SOFORT photo presenter – £16.00
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I want one-the only problem I can see is when taking photographs in the street, I’m going to have to shoot two of every portrait image because the person being photographed is going to want one as well…
Robert,
Although I wrote a tongue-in-cheek introduction I also think I will buy a Sofort, as much for the novelty as anything. The point you make
about street photography hadn’t occurred to me. But I can see the problem. There’s also the scanning problem if I want to use anything on Macfilos. I will let you be the guinea pig so keep us informed.
I guess that for street work I’ll rather use the Sofort just for pictures to give away and the "regular" Leica for pictures to keep. Two Sofort pics are always different anyways… 😉
How about giving them out free with the next digital M. It might boost sales of the film which, if printing ink is anything to go by, may be where the main revenue stream may lie.
William
As Bertie Wooster would say…
Pah!