Polaroid Corporation records, series XII: marketing and advertising records

The Polaroid Corporation was an iconic, 20th century company whose pioneering achievements in optics and engineering continue to have technological, social and artistic significance. The beginnings of the Polaroid Corporation can be traced to Edwin H. Land's breakthrough research on polarizers. After a leave of absence from Harvard College in 1926 to study the development of a synthetic light-polarizing material, Land returned to Harvard in 1929 and continued his research in the Harvard Physics Department. There he met physics instructor George W. Wheelwright III, who provided Land with a laboratory to conduct his research. In 1932, Land presented a paper on his synthetic polarizing materials and Wheelwright convinced him to leave college before graduating to start a company together. Land-Wheelwright Laboratories was formed in 1933 and Land received his first of many patents for "Polarizing Refracting Bodies."

Over the next several years Land and Wheelwright set up operations to manufacture an inexpensive plastic sheet polarizer. At the end of 1935, the first advertisement of the material appeared in a scientific journal, followed by a public announcement in New York. Demand for the product grew quickly and in 1937, Land-Wheelwright Laboratories was reincorporated as the Polaroid Corporation. Wheelwright left the company in the early 1940s, but stayed on as a member of the Board of Directors until 1948.

Following the outbreak of World War II, the company's activities were largely directed to invention, development and manufacture of war products, materials and devices. Research projects were conducted under direct contracts with Navy Bureaus, the Office of Scientific Research and Development, and other agencies of the government. During this time, the number of employees increased from 200 to a wartime peak of 1,250. After the war ended, Polaroid was faced with a reconversion task of considerable magnitude which brought new organizational and technical skills gained from its wartime experience. In addition to Polaroid Day Glasses and Polascreen Camera filters, uses for Polaroid polarized materials included glare-free lamps and airplane windows. Strong sales enabled the company to fund further research and development in other areas including 3-D motion picture film, vectographs, and the subsequent breakthrough with instant photography in 1947.

Land's landmark introduction of the concept of instant photography at a meeting of the Optical Society of America in New York City instantly changed photography and the company itself. In 1948, the Polaroid Land Camera, Model 95, and Land film, Type 40 was introduced to the public and through orchestrated marketing was a sellout. Edwin Land remained dedicated to creating a transformative photographic process and over the next three decades Polaroid developed dozens of new cameras, films, and products. Major innovations from the 1950s to the 1970s included the Polaroid Transparency System (1957), ID-2 Identification System (1966), the SX-70 (1972), and the Polavision Land System (1978).

During this time Land also approached the welfare of his employees in deeply humanistic ways, creating a culture of innovation and exploration within Polaroid that spurred research and innovation. He tapped into the talented pool of researchers at Harvard, Massachusetts Institute of Technology (MIT), and Smith College, and routinely employed women in top-level research positions, an unusual practice at the time. After Land left the company in 1982, Polaroid continued to develop new products for various markets. In 2001, Polaroid filed for bankruptcy protection and the brand name continues to be used to license and market various electronics.