Polaroid Canada expects to attract new customers to instant photography when Party Film hits the shelf in September.

Polaroid is the only instant film available in Canada.

Party Film has a colorful balloon border that is pre-exposed on the film and develops instantly along with the photo when the film is used.

The new film is the same price as Polaroid’s 600 Plus film used with Impulse, Cool Cam and lms cameras.

Will Mlacak, consumer division marketing manager with Polaroid, says the product will appeal to children and adults alike as a way to record special events.

Holiday Film, featuring a Christmas border, is now available in the u.s. and will likely reach Canada next year.

National advertising for Party Film will probably begin next year as well.

The introduction is being handled with product information and display units to the retail trade and some co-op advertising.

Polaroid’s agency is McKim Baker Lovick/ BBDO, Toronto.