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La Crosse County Historical Society discovers, collects, preserves, and shares the history of La Crosse County, Wisconsin.

Object Record

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Object Name Camera, Instant
Catalog Number 1985.025.01
Description Polaroid Swinger Camera. Off-white plastic body with rounded corners and a separate large black rangefinder-style viewfinder with a rubber eye shield on top. Lensboard on front is framed with black plastic with a metallic front. Red knob above lens controls exposure. Directions for operation are molded into the back. A black lever unlocks the back of camera to insert film pack. Floor of interior comes out to insert two AA batteries. Black plastic hand strap connected to lower front corner.
Collection LCHS Photography Collection
Year Range from 1965
Year Range to 1970
Material Plastic/Metal/Glass/Rubber
Dimensions H-5 W-6 D-4.88 inches
Height (in) 5
Width (in) 6
Place of Origin USA
Inscription Type Manufacturer's Mark
Inscription Text K5441A

POLAROID/ LAND CAMERA/ SWINGER/ MODEL 20 (on lensboard)
Inscription Location Inside camera
Search Terms Photography
Camera
Polaroid
Featured in Things that Matter
Notes Featured in Things that Matter

"Sparklers, faded Coke signs, red-checked tablecloths; these are all treasured pieces of Americana that we pull out for the Fourth of July. This year, consider adding the Polaroid Swinger to your table decorations, and let guests snap a few candid shots at your back-yard barbecue. After all, what could be more American than a self-developing instant camera?

Fifty years ago in 1965, the Polaroid Swinger Camera changed the way people documented their lives.  The white plastic box had rounded edges, a large black viewfinder with a rubber eye shield on top, and the instructions molded into the back panel if you forgot how to operate it.  Among the camera’s novelties was a low-pixel screen on the back that flashed “YES” if the light exposure was right.  But the best part was the slot on the side, from which the camera ejected your undeveloped film.  Peel off the front and watch your photo come to life, like the advertisement promised: “From snap to finish in just 10 seconds!” 

Anyone could use a Swinger, but the Polaroid Corporation worked hard to sell them to young people in particular.  At a suggested retail price of $19.95, it was more affordable than most cameras, and the plastic case meant it was also lightweight.  Television advertisements featured a young Ali MacGraw – who would later become a box office star in the 1970 film Love Story – in a two-piece bathing suit carrying her Swinger in the ocean, taking pictures of her friends.  While Ali MacGraw walked through the surf, Barry Manilow crooned, “Meet the Swinger, the Polaroid Swinger!”  With marketing like that, it’s no wonder that the Swinger went on to become one of the best-selling cameras in American history."

This article was originally published in the La Crosse Tribune.
Title: Meet the Polaroid Swinger
Author: Caroline C. Morris
Publish Date: July 4, 2015