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Polaroid B.V.

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This article is about the owner of the Polaroid brand since 2017. For the original Polaroid company and its successors, see Polaroid Corporation.

Polaroid B.V.
Polaroid
FormerlyThe Impossible Project
Company typePrivate
IndustryPhotography
GenreInstant photography
PredecessorPolaroid (by brand acquisition)
Founded2008; 16 years ago (2008)
FoundersFlorian Kaps
André Bosman
Marwan Saba
HeadquartersBuilding Noord,
Enschede
,
Netherlands
Area served
Worldwide
Key people
Oskar Smołokowski (CEO)
ProductsInstant film and cameras
Websitepolaroid.com

Polaroid B.V. (trading as the second incarnation of Polaroid and formerly as Polaroid Originals) is a Dutch photography and consumer electronics company, founded as a manufacturer of discontinued film for Polaroid Corporation instant cameras. In addition to film, the company produces new instant cameras under the Polaroid brand name as well as wireless speakers and other accessories.

Polaroid B.V. was founded in 2008 as The Impossible Project (sometimes known as Impossible). In 2017, Polaroid Corporation's brand and intellectual property were acquired by Impossible Project's largest shareholder and the company was rebranded as Polaroid Originals.[1] In March 2020, Polaroid Originals branding was shortened to Polaroid.[2][3]

History

[edit]
"IMPOSSIBLE" with an inverted P.
The Impossible Project logo

The Impossible Project was founded in 2008 after the original Polaroid announced in February of that year that it would stop producing film for Polaroid cameras.[4] The founders were Florian Kaps, André Bosman, and Marwan Saba. In June 2008, Kaps and Bosman met at the Polaroid factory's closing event and decided to found a company to produce materials for Polaroid cameras.[5] In October 2008, Impossible bought Polaroid's remaining production machinery for $3.1 million[6] and leased the north building of the Polaroid plant that had been operating in Enschede, Netherlands. Using that equipment and plant, they developed new instant film products for use in some of the existing Polaroid cameras, and began mass production and sales in 2010.[7] They generated US$270,000 in profit on US$4 million in revenue[6] and sold 500,000+ units.[8]

In January 2012, the company announced that it and Polaroid would launch a range of collectible products, called The Polaroid Classic range, that originates from different periods of Polaroid's history. Between six and ten products will be released each year. In July 2013, Florian Kaps announced his retirement from the project[9] and Creed O'Hanlon took over as CEO.

In December 2014, The Impossible Project announced that Oskar Smołokowski would be their new CEO and Creed O'Hanlon would become the executive chairman of Impossible's management board.[10]

Polaroid (Impossible BV) has offices in Vienna, Berlin, New York City, and Tokyo, and has licensed its name to stores in Germany, Spain, and London.

Polaroid with five colored lines with "ORIGINALS" under it.
Polaroid Originals logo used from 2017 to 2020
The word Polaroid with five colored bars under it.
Polaroid's logo from 2020 to 2023
Impossible branded PX 680 Color Protection film from 2012

In May 2017, Wiaczesław Smołokowski (father of Impossible's CEO as well as being its largest shareholder) acquired the brand and intellectual property of the original Polaroid corporation.[1] Impossible Project was renamed Polaroid Originals in September 2017.[11][12][13] In March 2020, the company rebranded again, changing its name to simply Polaroid.[3][2]

Products

[edit]

Instant film

[edit]
Polaroid branded film from 2021

Polaroid manufactures SX-70 and 600 film, i-Type film, Go film, and large format 8x10 film. Unlike the original large format 8x10 film, the new 8x10 is an integral film with the positive and the negative kept together.[14] The wide-format Spectra film, produced between 2010 and 2019, was discontinued in October 2019 as a result of technical issues and motor jams from ejecting new film.[15]

The SX-70, 600, and i-Type film all have the same length and width measurements, 4.2 x 3.5 in (107 mm x 88 mm) with a 3.1 x 3.1 in (79 mm x 79 mm) square image area.[16] The smaller-format Go film measures 2.623 x 2.122 in (66.6 mm x 53.9 mm) with a 1.851 x 1.811 in (47 mm x 46 mm) image area.[17] The integral zinc-chloride battery that was in the original film of the SX-70 and 600 is replaced with a lithium-ion system in Impossible's remakes.[18] The i-Type and Go, for which integrated rechargeable batteries are part of the camera itself, do not have a battery in their film. Current SX-70 film has a speed of ISO 160; all other lines are ISO 640.[17] Except for the 8x10 film (which comes in 10 sheets per box),[14] all films are sold in units of 8 exposures.

In addition to the usual white-framed film, Polaroid BV has made 600 and i-Type films with special frame colors, patterns, and/or shapes. These can be limited in quantity and become discontinued earlier. For the classical SX-70 and 600 series, many earlier "test versions" are listed as well.

Discontinued Current
Polaroid SX-70
Film name Type ISO Release Discontinued Characteristics
PX 100 Silver Shade First Flush B&W 150 February 2010 ??? First flush, B&W, instant film for Polaroid SX 70 cameras. Released first to artists,[19] then to regular customers[20]
PX 100 Silver Shade B&W 150 March 2010 ??? Second generation film
PX 100 Silver Shade Cool[21] B&W 150 September 2012[22] ???
PX 70 Color Shade First Flush Color 125 July 2010 ??? First flush, experimental color system
PX 70 Color Shade Push![23] Color 100 December 2010 ??? An ongoing chemical reaction makes images taken on the PX 70 PUSH! shift to blue with time.[24]
PX 70 Color Shade[25] Color 125 June 2011 ???
PX 70 Color Shade Cool[26] Color 125 April 2012 ???
PX 70 Color Shade V4B Test Film Color 125 August 2012[27] August 2012 Introduction of an Opacifier
PX 70 Color Protection[28] Color 125 ??? ???
Cyanotype for SX70 Color 100 ??? ??? Cyan Color
B&W SX-70 Film B&W 160 April 2015 Available White frame
Color SX-70 Film Color 160 October 2013 Available White frame
Polaroid 600
Film name Type ISO Release Discontinued Characteristics
PX 600 Silver Shade First Flush B&W 600 February 2010 ??? First flush, first supplied to artists,[19] then to regular customers[29]
PX 600 Silver Shade v05 B&W 600 May 2010 ???
PX 600 Silver Shade v06 B&W 600 June 2010 ???
PX 600 Silver Shade UV+[30] B&W 600 June 2010 ??? UV+ sheet improves the black & white tone; also versions in black, grey, and gold frame.
PX 600 Silver Shade Cool[31] B&W 600 June 2010 ???
PX 680 Color Shade Beta Color 680 ??? ???
PX 680 Color Shade Beta 2 Color 680 ??? ???
PX 680 Color Shade First Flush Color 680 ??? ???
PX 680 Color Shade Cool Color 680 June 2012 ???
PX 680 Color Shade Block Party Color 680 ??? ??? Urban Outfitters Exclusive
PX 680 Color Shade V4B Test Film Color 600 July 2012 July 2012
PX 680 Color Protection Color 600 ??? ???
Ltd Edition Generation 2.0 Color 600 Film Color 600 ??? ???
Cyanotype Film for 600 Color 600 January 2015 ???
B&W 600 Film[32] B&W 640 March 2015 Available White frame
Third Man Records Edition Black & Yellow Film for 600[33] B&Y 600 ??? ??? Black frame, Black and Yellow film
Black & Red Duochrome for 600 B&R 640 ??? ??? Black frame, Black and Red film
Black & Orange Duochrome for 600 B&O 640 ??? ??? Black frame, Black and Orange Film
Black & Pink Duochrome for 600 B&P 640 ??? ??? Black frame, Black and Pink film
Color 600 Film[34] Color 640 ??? Available White, white round, and color frames
Black & Yellow 600 Duochrome Edition Film[35] B&Y 640 August 2020 ??? Black Frame, Black and Yellow Film
Black & Green 600 Duochrome Edition Film[36] B&G 640 June 2022 ??? Black Frame, Black and Yellow Film
Blue 600 Reclaimed Edition Film Blue 640 April 2023 July 2023[37] Experimental chemistry incorporating reclaimed factory waste material
i-Type
Film name Type ISO Release Discontinued Characteristics
B&W Film[38] B&W 600 October 2013 January 2015 "Impossible Hardware", Type-600 film without battery
Color Film[39] Color 600 October 2013 January 2015 "Impossible Hardware", Type-600 film without battery
Color i-Type Film[40] Color 640 September 2017 Available Type-600 film without battery
B&W i-Type Film[41] B&W 640 September 2017 Available Type-600 film without battery
Go
Film name Type ISO Release Discontinued Characteristics
Color Go Film[42] Color 640 August 2021 Available Compatible only with the Go camera
Polaroid Image/Spectra
Film name Type ISO Release Discontinued Characteristics
PZ 600 Silver Shade Sepia 600 ??? ???
PZ 600 Silver Shade UV+ Sepia 600 December 2010 ??? UV+ sheet improves the black & white tone
PZ 600 UV+ Black Frame Sepia 600 ??? ???
PZ 600 silver Shade Cool Sepia 600 ??? ???
PZ 680 Color Shade Color 680 ??? ???
PZ 680 Color Protection Color 600 December 2012 ???
Color Film Black Frame Color 600 ??? ??? Black Frame
B&W 2.0 Film Black Frame B&W 600 2015 ??? Black Frame
Color Film[43] Color 640 September 2017 October 2019
B&W Film for Spectra[44] B&W 640 September 2017 October 2019
8x10 Film
Film name Type ISO Release Discontinued Characteristics
PQ Silver Shade[45] B&W 640 August 2012[46] Late 2013
PQ Silver Shade B&W 640 Late 2013[47] Late 2013[48] Second generation
B&W 8x10 Film[49] B&W 640 July 2014[50] ??? Third Generation[51]
B&W 8x10 Film[52] B&W 640 ??? Out of stock
Color 8x10 Film[53] Color 640 ??? Out of stock
Photos showing the different frames offered by Polaroid

Future and other formats

[edit]

The Impossible Project has stated that they will not manufacture packfilm "in the foreseeable future", due to the investment required,[54][55] and cannot produce 4x5, Type 100, or Type 80 films, Polaroid 500 film and I-Zone film as they do not have the production machinery. These were disassembled along with the factories that used to produce the film when Polaroid filed for bankruptcy.[56]

Impossible founder Florian Kaps left the company in July 2013 and later founded a coffee house and photo studio in Vienna called SUPERSENSE.[57] Kaps revealed through a series of blog posts and interviews in 2016 that he had personally approached Fuji about acquiring their machinery in an attempt to rescue their soon-to-be discontinued FP3000b and FP100b packfilm products.[58][59][60] Kaps was unsuccessful in this pursuit, but motivated by his disappointment in Fuji's decision, he established the Analogue Product Institute (API) with the goal of "developing a NEW generation of analog instant packfilm [and] Establishing a rich network of new suppliers, manufacturers and financiers from all over the world".[61]

Hardware

[edit]

Polaroid produces its own hardware and refurbishes Polaroid Corporation cameras.[62]

Instant Lab

[edit]

The Instant Lab is a device that exposes digital images from a smartphone onto analog instant film, using the light produced by the screen.

The first generation of the Instant Lab was introduced in October 2013. It supports the iPhone 4, 4s, 5, 5c and 5s, as well as the iPod Touch. The device was produced after a successful crowd-funding campaign on Kickstarter.[63]

Impossible Project introduced a new battery-less film cartridge design for use with the Instant Lab. The system, now known as the i-Type system, is a Polaroid 600-type cartridge stripped of the battery. The Instant Lab is internally-powered and does not rely on the battery to work. It works with all Polaroid square film formats, that is the original 600, the battery-less i-Type, and the less sensitive SX-70.[64]

A "universal cradle" was later released for Instant Lab 1.0 to accommodate different screen sizes on the iPhone 6 and various Android phones.[65][66] It turns the device into the newer Instant Lab Universal (2015), a new generation announced at Photokina 2014.[67][68]

Hi•Print

[edit]

Released in August 2020[69][70] the Hi•Print is a bluetooth portable printer that uses dye-sublimation to create 2.1 inch x 3.4 inch prints with an adhesive backing to be used like a sticker. The printer uses 10 pack cartridges containing both paper and dyes. Much like the Instant Lab, the device is controlled via an app. Unlike Polaroid's other hardware, the Hi•Print is an entirely digital system.

Instant cameras

[edit]

Impossible I-1

[edit]

In 2016, Impossible started manufacturing its own instant camera, the Impossible I-1. It is a part of the company's original i-Type system, which uses its new i-Type film and 600 film.[71][72] It features Bluetooth connectivity for remote control, double-exposure, advanced manual settings, among other features.[73] It was designed by Teenage Engineering.[74]

Polaroid OneStep 2

[edit]

In September 2017, Polaroid Originals announced the Polaroid OneStep 2 instant film camera that uses its i-Type film and 600 film.[11][12][13] In the first version of this camera, framing is done by looking through a window on the back of the camera. Later in 2018, the company released a version with a built-in viewfinder that makes framing more accurate, the OneStep 2 Viewfinder.

Polaroid OneStep+

[edit]

In September 2018, Polaroid Originals introduced the Polaroid OneStep+ instant film camera that uses i-Type film and 600 film.[75] The OneStep+ has built-in Bluetooth wireless technology that allows the camera to be paired with the Polaroid Originals app on an iOS or Android smartphone or tablet. This enables six new features: remote trigger, double exposure, light painting, self-timer (with up to a 12 s countdown), manual mode (controlling aperture, shutter speed, flash intensity, and photos ejection) and noise trigger.[76] The OneStep+ has an additional portrait lens, with a minimum focusing distance of 30 cm. A slide toggle on the top of the camera switches between the two lenses.

The camera also includes a higher-capacity battery (recharged through a microUSB adapter), a built-in flash, and a viewfinder.

Polaroid Now

[edit]

In March 2020, along with Polaroid Originals' rebranding to Polaroid, the Polaroid Now was released.[77] Much like the OneStep+ the Now uses 600 or i-Type film and features 2 stage Autofocus without the need to manually change focus points, a Self-timer and built-in flash. Unlike previous cameras, Exposure compensation is adjusted by holding the flash button and shown using the frame counter window. The Now comes in multiple colours with a more rounded design.

Polaroid Go

[edit]

In April 2021, Polaroid announced the Polaroid Go camera along with the Polaroid Go film. Both the Go camera and Go film are considered 'mini' versions of the 'Now' series. The camera measures 5.9 x 3.3 x 2.4 inches, with shutter speeds of 1/30 to 1/125 and a f/12 & f/52 34mm lens (35mm equivalent). The film measures 2.6 x 2.1 inches and is rated at 640 ISO.[78]

Polaroid Now+

[edit]

In August 2021, Polaroid unveiled the Polaroid Now+ camera, which is a revamped version of the 2020 Polaroid Now model. This version of the camera is compatible with both 600 and i-Type film and comes with 5 lens filter accessories. The camera can also access two additional tools available through the Polaroid mobile app — aperture priority and tripod mode. [79]

Polaroid I-2

[edit]

In August 2023, Polaroid unveiled the Polaroid I-2 camera, which is the successor to the original Impossible I-1. This camera is compatible with three types of Polaroid film: i-Type, 600, and SX-70. The camera is the first to feature a 3 lens system, using a continuous zoom system, with a LiDAR autofocus system. [80]

"Polaroid 3D" Series

[edit]

Polaroid Play

[edit]

In February 2017, Polaroid released a 3D pen to compete with the 3Doodler brand. The Polaroid Play pen allows users to make creations in a 3-dimensional form. It uses filament made from PLA plastic.

Polaroid CandyPlay

[edit]

In June 2021, Polaroid also released a 3D pen, similar to the Play, but instead of the PLA filament that the Play pen uses, the CandyPlay features a loading point where the user places a hard candy cartridge in it, to shape edible 3D creations.

Media

[edit]

The complexity of developing new generations of (prototype) instant film was depicted in the 2017 documentary Instant Dreams. Parts of the documentary were shot on location at Polaroid Originals 30 minute photo labs and production facilities in the Netherlands and Germany and includes Chief Technical Officer Stephen Herchen.

An Impossible Project (2020)[81][82] is a documentary that follows Florian "Doc" Kaps and The Impossible Project from 2014, through the rebranding to Polaroid Originals, Supersense and Kaps' other projects. The film includes interviews with Christopher Bonanos, Kaps, Oskar Smołokowski and others.

References

[edit]
  1. ^ a b "Polaroid Acquired by The Impossible Project’s Largest Shareholder" Michael Zhang, Petapixel, 12 May 2017. Accessed 14 September 2017
  2. ^ a b Holt, Kris (26 March 2020). "Polaroid Originals Rebrands As Polaroid With A New Autofocus Instant Camera In Tow". Forbes Media. Retrieved 29 April 2020.
  3. ^ a b Polaroid [@Polaroid] (27 March 2020). "This is Polaroid — now. From The Impossible Project to Polaroid Originals, we are returning to where it all began. With the one name, the one brand: Polaroid. No matter where you joined us in this journey, thank you for your support. Together, we can make history... again" (Tweet) – via Twitter.
  4. ^ Sean O'Hagan (5 April 2010). "The Polaroid revival". The Guardian. Guardian News and Media Limited. Retrieved 8 December 2011.
  5. ^ Wright, Mic (14 September 2017). "The Impossible Project: Bringing back Polaroid". Wired. Retrieved 4 November 2009.
  6. ^ a b "Finding a Place for Polaroid in the Digital Age". BloombergView. Bloomberg L.P. Retrieved 11 January 2016.
  7. ^ Sarah Gilbert. "Picture This: The Impossible Project That Kept Polaroid Film Alive". DailyFinance. Archived from the original on 2 February 2016. Retrieved 1 January 2016.
  8. ^ https://static.the-impossible-project.com/resources/press_releases/2010-12-13.pdf [bare URL PDF]
  9. ^ Olivier Laurent (4 January 2012). "Polaroid and Impossible to release a stream of "collector's items"". British Journal of Photography. Incisive Media Investments Limited. Archived from the original on 8 January 2012. Retrieved 6 January 2012.
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  11. ^ a b "Polaroid lives again with new brand and OneStep 2 instant camera" Daven Mathies, Digital Trends, 13 September 2017. Accessed 14 September 2017
  12. ^ a b "The first Polaroid instant camera in a decade is adorable" Sean O'Kane, The Verge, 13 September 2017. Accessed 14 September 2017
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  20. ^ "Date first available at Amazon.jp: April 23, 2010". April 2010.
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  24. ^ "IMPOSSIBLE - Color Shade". 18 December 2010. Archived from the original on 18 December 2010. Retrieved 24 January 2018.{{cite web}}: CS1 maint: bot: original URL status unknown (link)
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  27. ^ "Review: Project PX-70 V4B Opacification Test Film". August 2012.
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  29. ^ "Date first available at Amazon.com: August 26, 2011". August 2011.
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  32. ^ "B&W 2.0 FILM FOR 600 Product Page". November 2015.
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  37. ^ "Looking Back: The Best of Reclaimed Blue". Polaroid.com. Retrieved 4 September 2023.
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  46. ^ "Blog entry introducing PQ 8x10 Silver Shade". August 2012. Archived from the original on 24 October 2014. Retrieved 18 October 2014.
  47. ^ "Late last year, we introduced an all-new B&W integral instant film based on a new formula developed by Impossible's R&D team based in Monheim, Germany". July 2014. Archived from the original on 24 October 2014. Retrieved 18 October 2014.
  48. ^ "the last of our 2013 production run of B&W 8x10 Instant Film was available at a reduced price. (...) We will not produce a new B&W 8x10 film until later this year". February 2014.
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  51. ^ "There is a lot more to this film than new packaging". July 2014. Archived from the original on 24 October 2014. Retrieved 18 October 2014.
  52. ^ "B&W 2.0 8x10 Page Product Page". 2015. Archived from the original on 17 November 2015. Retrieved 15 November 2015.
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  54. ^ "A Statement From Our CEO On Packfilm". Polaroid Originals. 14 November 2017. Archived from the original on 25 May 2018. Retrieved 25 May 2018. Polaroid Originals will not be working on packfilm in the foreseeable future
  55. ^ Jonas Bauten. "Will you reintroduce Polaroid packfilm?". Polaroid Originals. Archived from the original on 25 May 2018. Retrieved 25 May 2018.
  56. ^ "We won't be able to produce 4x5, Type 100, or Type 80 films, as we don't have the production machinery. These were disassembled along with the factories that used to produce the film when Polaroid filed for Chapter 11 Bankruptcy". May 2010. Archived from the original on 17 October 2014. Retrieved 17 October 2014.
  57. ^ Zhang, Michael (3 November 2015). "Supersense Can Turn Your Digital Photo Into a Giant 20×24 Polaroid Picture". PetaPixel. Retrieved 25 May 2018.
  58. ^ Zhang, Michael (12 March 2016). "Impossible Founder Meeting with Fuji to Keep Peel-Apart Film Alive". PetaPixel. Retrieved 25 May 2018.
  59. ^ Zhang, Michael (18 March 2016). "Impossible Founder Florian Kaps on His Effort to Save Fuji Packfilm". PetaPixel. Retrieved 25 May 2018.
  60. ^ "We have periodic discussions with Fuji and others in the industry about popular formats like these that are at risk. BTW - we have approached Fuji on this and have yet to receive a solid response". October 2014. Archived from the original on 17 October 2014. Retrieved 17 October 2014.
  61. ^ "Save Packfilm Travelog No. 19: The Analog Product Institute (API)". www.savepackfilm.net. Super Sense. 19 April 2016. Retrieved 25 May 2018.
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  63. ^ "Introducing the Instant Lab" (PDF). Impossible. 1 October 2013.
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  65. ^ "Customers will have the opportunity to exchange their current Instant Lab cradle to a new one that supports many phone sizes in one". October 2014. Archived from the original on 17 October 2014. Retrieved 17 October 2014.
  66. ^ "The cradle on the Instant Lab 1.0 can be upgraded to a Universal cradle (to be bought separately) when the product becomes available later this year". October 2014.
  67. ^ "Which devices does the Instant Lab work with?". PO Support. Retrieved 19 March 2019.
  68. ^ "Additional devices will be supported in the future". October 2014.
  69. ^ "Polaroid Hi-Print". Polaroid EU. Retrieved 27 September 2020.
  70. ^ August 2020, James Artaius 24. "Polaroid Hi•Print is a pocket-sized wireless dye-sub printer". digitalcameraworld. Retrieved 27 September 2020.{{cite web}}: CS1 maint: numeric names: authors list (link)
  71. ^ "Impossible i-Type". Impossible Project. Retrieved 19 September 2016.
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  73. ^ "I-1 Camera". App Store. Retrieved 19 March 2019.
  74. ^ "teenage engineering – impossible i-1 analog instant camera". Teenage Engineering. Retrieved 11 May 2017.
  75. ^ "Polaroid OneStep+ Product Page". September 2018.
  76. ^ "Polaroid OneStep+ instant camera connects to your smartphone". 1 September 2018.
  77. ^ "Polaroid Now". Polaroid EU. Retrieved 3 September 2020.
  78. ^ "Polaroid Go Starter Set". Retrieved 21 April 2021.
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  80. ^ "Discover the Polaroid I-2 Instant Camera". Polaroid I-2. Retrieved 8 September 2023.
  81. ^ "An Impossible Project". supersense.com. Retrieved 15 November 2020.
  82. ^ "Review: An Impossible Project". Cineuropa - the best of european cinema. Retrieved 15 November 2020.
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