Why shake polaroids

The accompanying music video released alongside the single saw the line punctuated by a bunch of attractive women shaking recently taken Polaroid photos, along with their various wobbly bits, with dangerous levels of enthusiasm. Ultimately the song went on to become one of the most critically acclaimed and commercially successful of the entire year, including becoming the first song ever to pass one million paid downloads, all making OutKast a household name and revitalizing interest in what was, at the time, a largely forgotten, or at least antiquated, product in the digital age.

Wanting to capitalize on the success of the song, Polaroid got in contact with OutKast and quietly bankrolled a number of parties to be headlined by the group. Polaroid deliberately avoided overtly advertising during the events, instead simply hiring people to hand out new Polaroid cameras to the celebrity guests in attendance.

With people once again interested in Polaroid instant cameras, there was just one more thing the company had to do- ask them to not do the one thing everyone associated with their most popular product.

You see, shaking Polaroids is a great way to increase the odds of the photo you just took getting ruined, though most of the time this fanning will do nothing at all. In a nutshell, the image is sandwiched between layers of plastic, so shaking the photo after it is printed and still developing can actually damage it, causing small blobs or blotches to appear.

Given this, you might now be wondering why it has long been a common practice to wave Polaroids back and forth in the air directly after you take a picture- something that no doubt ultimately inspired the lyric by OutKast.

This practice has its genesis in the early models of Polaroid cameras, particularly those that used packfilm, otherwise known peel-apart film, where you had to physically peel apart the positive and the negative after the photo had developed.

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