Lomography today introduced a new model of its well-known Simple Use camera series. The new variant uses the so-called half-frame format, where images are exposed in portrait orientation and are only half the size of a conventional 35mm negative. This doubles the number of shots per roll of film. The camera is reloadable and aimed at photographers looking for a simple and reusable alternative to traditional disposable cameras.
The defining feature of this new version is the film format of 17 mm × 24 mm. By halving the standard 35mm format, significantly more images can be taken on a normal roll of film.
The camera is shipped pre-loaded with a roll of film. Buyers can choose between two different versions. The first variant contains LomoChrome Classicolor color film with an ISO sensitivity of 200. This version includes colored filters for the flash, allowing creative alterations to the shots. The second variant is equipped with Lady Grey black-and-white film with an ISO sensitivity of 400. The pre-installed film holds a total of 40 photos.
After the loaded film has been exposed, the camera does not need to be discarded. The film can be removed and replaced with any standard 35mm film. If a conventional 36-exposure film is loaded, the half-frame format allows up to 72 images to be exposed.
The price for the black-and-white version is €24.90. The color film variant with color filters costs €29.90. The camera with black-and-white film and color film are available in the Lomography online shop.
