In February 2008, Polaroid announced they were ending production of all instant films. I had one of those "put my foot down" moments where I decided that something needed to be done.

By 2008, I had already seen many films fall. I had 5 years experience in the online community of film users that early sites like Fotolog and Polanoid and helped to nurture.

I was aware that digital was, for many, less expensive, and for most, less aggravating. I was also aware that a wide variety of people still preferred to use film for a few very distinct reasons.

I felt that abandoning film was short-sighted.