White square frame film for 600 and SX-70 has now started to ship with our new color formula. This formula includes the ‘Generation 2.0’ improvements that many of you have been waiting for (and, in the case of Members and Pioneers, helping us test). Although this is a big step forward in quality we’ve decided not to call this film ‘Generation 2.0’. We believe that even more can be done and we’re working hard to keep the improvements coming, while still giving you the chance to benefit from these latest advances.
You’ll notice three main improvements to the photos you make. First, tones are more natural and balanced. Second, colors are more saturated, giving every photo a richer feel. Third, the initial image emerges sooner, so you’ll know within minutes if you’ve composed a shot correctly.
We’re rolling this formula out to all formats as quickly as we can, though the process may take some months to reach all films in all locations. For now, you can be certain that the films you see below, bought directly from our online shop, will contain the new formula.