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Downloaded from
YTS.MX

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Official YIFY movies site:
YTS.MX

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Dear viewer,

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yes, you are spending too
many hours on your smartphone

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and on YouTube, Instagram
and deep down, you hate it.

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You keep saying you want
to do something about it.

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Sure, we all do.

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This film is about
an alternative,

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going the other
way, digital detox.

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If you like what you see
here, do try it at home.

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♪ I'm a fool to want you ♪

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♪ I'm a fool to want you ♪

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♪ To want a love
that can be true ♪

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Today, the Eastman Kodak Company

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used explosives to
demolish two buildings

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following the move to
digital photography.

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Once a household name,

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Kodak is understood

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to have demolished more than
80 buildings on the site

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over the past 10 years

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and plans to demolish at
least 16 more by years end.

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Polaroid has closed factories

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in Massachusetts, Mexico
and the Netherlands.

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Job cuts include 150
positions to be eliminated

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over the next couple of months.

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With a further 300
workers laid off in Mexico

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and in the company's
headquarters

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in Enschede in the Netherlands.

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Today, we're introducing
an iPod, a phone

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and an internet communicator.

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This is one device.

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And we are calling it iPhone.

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The smartphone
changed everything

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when it came to photography.

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We take more photos now
than any time before.

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This is analog camera sales

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and they kind of peak in '99

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and then they start falling

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'cause digital
cameras get invented.

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And then digital takes
a huge step forward.

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There's more people taking
photos than ever before

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'cause more cameras
are out there.

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And then they fall, too.

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And they fall because
the smartphone gets there

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and the smartphone
really changes the game.

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♪ There will come a time ♪

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♪ When I will leave you ♪

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Analog was truly dead.

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Film, records, books, letters,
outdated, obsolete, gone.

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Iconic companies
were disappearing.

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Our future was digital,
easy, convenient, free.

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A brave new world was out
there and we couldn't wait.

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Or could we?

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In Vienna, I met
a man who thought,

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this is all a big mistake.

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This is his impossible story.

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Whoa.

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Vienna is the most
analog city in the world

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and this place we created,

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we wanted to bring
all the machines

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and all these magic
treasures together,

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new generation, old generation.

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So people, customers,

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and most importantly also
investors can feel it.

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They cannot see it in
a PDF or in whatever.

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So one of our main weapons

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to really destroy any concerns
of investors is this machine.

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It looks pretty ugly.

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It's this Spanish style but

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when you select
your favorite vinyls

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and then you already
hear a magic sound.

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Investor's gonna cry,

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stand in line
outside here and say,

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"Take my money, please."

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♪ Take it slow ♪

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♪ Take it slow ♪

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♪ Take it slow ♪

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♪ Take it slow ♪

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♪ Take it slow ♪

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♪ Take it slow ♪

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♪ Take it slow ♪

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♪ Take it slow ♪

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Shit.

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♪ Take it slow ♪

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♪ Take it slow ♪

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♪ 'Cause I need it slow ♪

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♪ And I need it ♪

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♪ Take it slow ♪

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♪ Take it slow ♪

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♪ 'Cause I need it slow ♪

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♪ And I need it now ♪

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Doc, who is the Doc?

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Why are you Doc?

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Where does the Doc come from?

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Yeah, somehow the
Doc is a leftover

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from my scientific studies.

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It was very easy.

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My parents didn't put
any pressure on me.

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They just said, "Whatever you
do, be the best doing it."

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So, pretty soon I found out

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that the only chance for myself

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being the best doing something

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is if I do things that
nobody else is doing.

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So I am the world's
most important

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spider eye muscle expert.

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My father always asked me,
"What is this all for?"

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And so basically the Doc is the
only outcome from back then.

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So this title I
carried on since then.

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I always tried to look
at things differently.

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When everybody was
running in this direction,

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I thought, hey, maybe it's cool

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to look in the other direction.

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60 centimeters.

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Oh yeah, that's good,
it start blinking.

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Again without
mineral, good sign.

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10 years ago, Doc
had found a new calling.

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While we were all salivating
over our first iPhone,

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Doc decided to resist.

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He became the self-appointed

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patron saint of
all things analog.

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Step one, he set up a venture
selling expired Polaroid film.

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It was called Unsalable.

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My theory is that the
biggest difference

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between digital and analog

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is the fact that digital

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always just tickles
two of your senses.

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It's always I can see
it, I can hear it,

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but it's always behind
the glass screen.

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So I cannot really touch it,

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I cannot smell it,

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I cannot lick it.

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So it only, you know,
it's nothing real.

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And therefore the young generation, who
grew up digitally,

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there's so much longing
for this real thing

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they can touch, caress,
hold in their hand,

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that they can fully sense.

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It was the beginning

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of an unlikely
business adventure.

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You know,

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I often tell stories that

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are not 100% true,

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but this one really
is 150% true.

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Do you have your
Polaroid Colorpack Camera?

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In the '70s and '80s,
Polaroid was everywhere.

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And even today, we all recognize
that classic white frame

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of a Polaroid instant photo.

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But in 2008, the cultural icon

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was a mere shadow
of its former self.

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No one believed analog
photography had a future

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and all Polaroid factories
were being closed down.

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All but this last one in
Enschede in The Netherlands.

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Once churning out
millions of packs of film,

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it was about to vanish.

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♪ I feel the breeze ♪

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♪ I feel the breeze ♪

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♪ Take me on your boat one day ♪

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♪ We'll fade away
and slip away ♪

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♪ We'll go away with me ♪

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♪ We'll stay away ♪

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Doc had been invited
to the closing party.

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He couldn't resist.

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He knew little
about film chemistry

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and even less about
running a business,

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but he had a vision.

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This factory must be rescued.

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It was beautiful and important.

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What everyone else saw,
"Doc, that's impossible."

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My wife said, "Don't go
there, give up on it."

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But I went there and
you know, the machines,

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all of them were still
in perfect shape.

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So I said, "There
is still a chance.

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We have to try it."

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So I went to the
Polaroid management say,

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"Do you really want to kill it

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or do you want to
give it for adoption

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and you know, we
take care of it?"

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So when Florian
came in and said,

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"I want to buy this film factory
in Enschede, Netherlands,

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don't wind it down",

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to the owners of
Polaroid corporation,

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it was a no-brainer to say,

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"Sure, if you want
to take it over,

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it saves our wind down costs."

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The crazy thing is they
said, "You have one week.

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We have an agreed scrap
value of the factory parts

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for 180,000 Euro.

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So if you sign the agreement

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and transfer me
the 180,000 Euro,

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the factory is yours."

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So that was it.

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I didn't have the 180,000 Euro,

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but I immediately
started to make

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something like a business plan.

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They loved the business plan.

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Business plans was for
sure, one of my best,

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my best specialties.

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With a small group of friends,

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Doc bought the business.

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They were going to
keep Polaroid alive.

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It sounded crazy.

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A 1940's tech for
the 21st century?

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♪ Like a broken sail ♪

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♪ But I'll never give you up ♪

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♪ If I ever give you up ♪

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♪ My heart will surely ♪

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One of the many snags,

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Doc wasn't allowed to use
the brand name Polaroid

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but he soon found a new one.

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It was really literally
during a meeting with Polaroid

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where they continued to tell me,

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"This is impossible.

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00:13:39,512 --> 00:13:40,478
This is impossible.

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00:13:40,513 --> 00:13:41,380
This is impossible."

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So it was just,

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I gave up and said, "Yeah,
let's call it Impossible."

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00:13:50,897 --> 00:13:55,559
So Polaroid was reborn
as The Impossible Project

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which would prove an
interesting choice of name.

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Nevermind, the
beginning was fabulous.

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Life was returning
to the factory.

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♪ You can swing ♪

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00:14:09,608 --> 00:14:10,574
♪ You can fail ♪

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00:14:10,609 --> 00:14:13,852
♪ You can blow my mind ♪

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00:14:16,549 --> 00:14:17,922
In the beginning,

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we started with 10
people at the factory.

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00:14:22,324 --> 00:14:25,061
It was really a hard year.

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Everybody thought
that it was impossible

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to get it all running

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and now, well here we are.

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Something already created
before I was born.

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That's amazing.

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00:14:37,603 --> 00:14:40,637
And I am creating it now daily.

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That's wonderful.

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Doc took Impossible headquarters

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00:15:16,642 --> 00:15:19,643
to Europe's startup
capital Berlin,

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00:15:19,678 --> 00:15:23,581
where he found a team
of well digital natives

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who shared his belief
in the magic of analog

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or at least succumbed to
his unrelenting enthusiasm.

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00:15:31,690 --> 00:15:33,558
I would love to say
that all of this

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was part of a very
clever strategy

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00:15:36,728 --> 00:15:40,664
based on my extended
studies in business.

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00:15:40,699 --> 00:15:43,271
It's not quite
true to be honest.

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Basically it just happened.

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00:15:46,507 --> 00:15:48,243
This wasn't nostalgia.

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00:15:48,278 --> 00:15:52,049
This was about rediscovering
the value of real things,

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authenticity.

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A good way to just look

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00:15:55,648 --> 00:15:59,254
and in order to understand
why Impossible exists

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00:15:59,289 --> 00:16:02,389
let's go back into the year 1946

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00:16:02,424 --> 00:16:04,622
when a guy called Edwin Land,

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00:16:04,657 --> 00:16:07,724
who was an incredible
inventor and visionary,

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00:16:07,759 --> 00:16:11,431
thought about the beginning
of instant photography.

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00:16:11,466 --> 00:16:14,368
I look forward to the dream

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00:16:14,403 --> 00:16:19,406
of being able to take a
wallet out of my pocket

254
00:16:20,277 --> 00:16:21,738
and perhaps open the wallet,

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00:16:21,773 --> 00:16:24,378
press a button, close the wallet

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00:16:24,413 --> 00:16:26,182
and have the picture.

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00:16:26,217 --> 00:16:28,481
Grand machines for
a grand purpose.

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00:16:29,352 --> 00:16:34,157
♪ Express yourself ♪

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00:16:34,192 --> 00:16:39,195
♪ Express yourself ♪

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00:16:40,132 --> 00:16:42,495
♪ You don't never need help ♪

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00:16:42,530 --> 00:16:45,432
♪ From nobody else ♪

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00:16:45,467 --> 00:16:49,403
♪ All you gotta do now ♪

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00:16:49,438 --> 00:16:54,441
♪ Express yourself ♪

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00:16:55,213 --> 00:17:00,051
♪ Whatever you do ♪

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00:17:00,680 --> 00:17:01,811
♪ Do it good ♪

266
00:17:01,846 --> 00:17:03,065
From the beginning, it was clear

267
00:17:03,089 --> 00:17:05,155
that this is a magic material.

268
00:17:05,190 --> 00:17:06,123
It's not a clone.

269
00:17:06,158 --> 00:17:07,487
You cannot print it 500 times

270
00:17:07,522 --> 00:17:09,588
with the right iconic frame.

271
00:17:09,623 --> 00:17:11,689
It was one of no other kind.

272
00:17:12,626 --> 00:17:14,065
Back in the days,

273
00:17:14,100 --> 00:17:16,595
instant photography and
Polaroid was everywhere.

274
00:17:16,630 --> 00:17:19,367
♪ Some people have everything ♪

275
00:17:19,402 --> 00:17:22,139
♪ And other people don't ♪

276
00:17:22,174 --> 00:17:24,537
♪ But everything
don't mean a thing ♪

277
00:17:24,572 --> 00:17:26,572
♪ If it ain't the
thing you want ♪

278
00:17:26,607 --> 00:17:31,478
♪ Express yourself ♪

279
00:17:31,513 --> 00:17:36,516
♪ Express yourself ♪

280
00:17:37,354 --> 00:17:39,486
♪ Oh do it ♪

281
00:17:39,521 --> 00:17:42,126
♪ Oh do it ♪

282
00:17:42,161 --> 00:17:44,491
♪ Do it too ♪

283
00:17:46,495 --> 00:17:48,495
Good morning everyone
from Impossible.

284
00:17:48,530 --> 00:17:50,596
We are now on our
way to Enschede

285
00:17:50,631 --> 00:17:52,103
to the film factory.

286
00:17:55,174 --> 00:17:56,206
We are twins.

287
00:17:57,605 --> 00:18:00,309
Am I doing the
talking all alone?

288
00:18:00,344 --> 00:18:01,344
No I can do it.

289
00:18:03,908 --> 00:18:07,184
The fascination of
a lost technology

290
00:18:07,219 --> 00:18:12,222
and the big challenge
to bring it back.

291
00:18:12,257 --> 00:18:15,654
And he told me about this
thing, you know, called sX70

292
00:18:15,689 --> 00:18:16,788
Fucking crazy.

293
00:18:16,824 --> 00:18:17,788
And he was like, "You know
it, you know it, you know it,

294
00:18:17,823 --> 00:18:19,163
it's so cool."

295
00:18:19,965 --> 00:18:21,407
I've never been to
the factory before

296
00:18:21,431 --> 00:18:23,629
so it's super new
experience for me.

297
00:18:23,664 --> 00:18:27,237
Doc saved the
factory from closure

298
00:18:27,272 --> 00:18:29,140
and kept all the
sort of old machines

299
00:18:29,175 --> 00:18:30,867
and had to look at
the reformulation

300
00:18:30,902 --> 00:18:33,507
of the new films for Impossible.

301
00:18:33,542 --> 00:18:34,343
Oh look at this.

302
00:18:34,378 --> 00:18:35,905
Everything's painted.

303
00:18:35,940 --> 00:18:37,874
Wow, wow, wow, wow.

304
00:18:37,909 --> 00:18:40,283
This is incredible.

305
00:18:40,318 --> 00:18:41,251
Hi.

306
00:18:41,286 --> 00:18:42,516
Hello.

307
00:18:42,551 --> 00:18:46,718
Oh, the godfather
of camera repair.

308
00:18:46,753 --> 00:18:48,588
This is like heaven.

309
00:18:51,296 --> 00:18:52,328
Oh Betsy.

310
00:18:56,928 --> 00:18:59,434
She missed me, you know?

311
00:18:59,469 --> 00:19:02,305
If only there
weren't the problem

312
00:19:02,340 --> 00:19:04,373
with the Polaroid formula.

313
00:19:04,408 --> 00:19:05,935
It was tragic.

314
00:19:05,970 --> 00:19:07,706
Doc had bought the factory.

315
00:19:07,741 --> 00:19:10,247
He got the machines
back from scrap metal

316
00:19:10,282 --> 00:19:12,942
and persuaded the
workers to return.

317
00:19:12,977 --> 00:19:15,285
But then they discovered

318
00:19:15,320 --> 00:19:18,684
that the formula to actually
produce Polaroid film

319
00:19:18,719 --> 00:19:21,324
had been lost forever

320
00:19:21,359 --> 00:19:24,294
because the chemicals
didn't exist anymore.

321
00:19:24,329 --> 00:19:25,195
Instant film

322
00:19:25,230 --> 00:19:28,727
is the world's most
chemically complicated

323
00:19:28,762 --> 00:19:30,828
man-made product ever.

324
00:19:30,863 --> 00:19:33,600
There's never been a
completely manmade product

325
00:19:33,635 --> 00:19:36,306
that is more chemically
complicated than that.

326
00:19:36,341 --> 00:19:37,406
Doc and his team

327
00:19:37,441 --> 00:19:39,870
were continuing to
make instant film,

328
00:19:39,905 --> 00:19:44,578
but their product
was, well, awful.

329
00:19:44,613 --> 00:19:46,382
Colors were all over the place,

330
00:19:46,417 --> 00:19:48,483
bits of the image
would disappear

331
00:19:48,518 --> 00:19:52,388
and a photo took 45
minutes to develop.

332
00:19:53,017 --> 00:19:54,017
It wasn't pretty.

333
00:19:55,019 --> 00:19:56,392
Oh my God.

334
00:19:56,427 --> 00:19:57,536
You know, we had
this killer crystals

335
00:19:57,560 --> 00:19:58,889
and we had leaky pods

336
00:19:58,924 --> 00:20:01,595
and we had pictures
disappearing.

337
00:20:01,630 --> 00:20:02,827
I don't understand,

338
00:20:02,862 --> 00:20:03,872
the film worked
or it didn't work?

339
00:20:03,896 --> 00:20:04,697
Of course it worked.

340
00:20:04,732 --> 00:20:05,962
It was perfect,

341
00:20:05,997 --> 00:20:07,667
but you know in a
very special way.

342
00:20:09,341 --> 00:20:11,968
Well, yeah, I mean
there was many skeptics.

343
00:20:12,003 --> 00:20:14,443
We had a lot of people that
we were still talking to

344
00:20:14,478 --> 00:20:16,973
who were long-time
Polaroid veterans

345
00:20:17,008 --> 00:20:19,778
and they all said that
it'll never happen.

346
00:20:19,813 --> 00:20:20,911
There's no way.

347
00:20:20,946 --> 00:20:22,517
Oh my God.

348
00:20:22,552 --> 00:20:24,321
This is an innovative product

349
00:20:24,356 --> 00:20:26,455
'cause the images disappear.

350
00:20:26,490 --> 00:20:29,359
This is, you know, one
of the very first images

351
00:20:29,394 --> 00:20:31,361
and everybody was super excited

352
00:20:31,396 --> 00:20:33,990
that we get any result at all.

353
00:20:34,025 --> 00:20:36,729
But it was also the
beginning of us understanding

354
00:20:36,764 --> 00:20:39,402
that there are a lot of
challenges in front of us.

355
00:20:39,437 --> 00:20:42,471
Nevertheless, we said,
"Please support us

356
00:20:42,506 --> 00:20:44,374
and go on this journey with us.

357
00:20:44,409 --> 00:20:45,870
We don't want to fuck you

358
00:20:45,905 --> 00:20:49,313
but this is an adventure
and this is what we can do."

359
00:20:51,042 --> 00:20:52,525
When he first launched
the first film,

360
00:20:52,549 --> 00:20:54,483
we analyzed it and
it was terrible.

361
00:20:54,518 --> 00:20:55,715
I mean it really was.

362
00:20:55,750 --> 00:20:57,486
The images looked like ghosts

363
00:20:57,521 --> 00:20:59,488
and these weren't
of good quality.

364
00:20:59,523 --> 00:21:00,951
And so it was
disappointing to us.

365
00:21:00,986 --> 00:21:02,590
We were really hoping
it would be great.

366
00:21:02,625 --> 00:21:04,053
But I think Florian
didn't realize

367
00:21:04,088 --> 00:21:05,725
just how complicated it was.

368
00:21:07,025 --> 00:21:09,531
There were two customers
in the beginning.

369
00:21:09,566 --> 00:21:10,499
The one said,

370
00:21:10,534 --> 00:21:14,536
"Ooh, yeah it was nice
before it disappeared."

371
00:21:14,571 --> 00:21:16,670
And the other one said,

372
00:21:16,705 --> 00:21:19,442
"Call me when you
really make film."

373
00:21:30,983 --> 00:21:32,785
It would take them years

374
00:21:32,820 --> 00:21:34,050
to reinvent the formula.

375
00:21:38,727 --> 00:21:42,091
But Doc wasn't going
to be stopped easily.

376
00:21:42,126 --> 00:21:43,664
He traveled the world

377
00:21:43,699 --> 00:21:46,832
in search of fellow
believers and converts

378
00:21:46,867 --> 00:21:49,637
and there was some good news.

379
00:21:50,904 --> 00:21:54,510
Doc could see signs
of analog coming back.

380
00:21:57,548 --> 00:21:59,482
In New York,
advertising billboards

381
00:21:59,517 --> 00:22:01,583
were again being hand painted.

382
00:22:03,686 --> 00:22:05,950
Impossible wasn't alone.

383
00:22:36,048 --> 00:22:39,555
We're on the 22nd floor of
the Sherry-Netherland Hotel.

384
00:22:39,590 --> 00:22:41,524
This is the famous GM building.

385
00:22:41,559 --> 00:22:44,428
Rockefeller Center is that way.

386
00:22:44,463 --> 00:22:49,466
And Apple, iconic Fifth
Avenue Apple store

387
00:22:50,161 --> 00:22:51,600
rebuilding their glass cue.

388
00:22:51,635 --> 00:22:52,601
They're making it bigger.

389
00:22:52,636 --> 00:22:54,471
They're making it bigger.

390
00:22:54,506 --> 00:22:55,405
Doc's been a hero

391
00:22:55,441 --> 00:22:57,870
because I've followed
The Impossible Project

392
00:22:57,905 --> 00:22:59,707
since it was truly impossible

393
00:22:59,742 --> 00:23:03,678
and bought the very
earliest Impossible film.

394
00:23:03,713 --> 00:23:05,779
So I thought, well,
I'll write this guy,

395
00:23:05,814 --> 00:23:08,749
he's iconic in the field

396
00:23:08,784 --> 00:23:11,686
and see if he
responds, and you did.

397
00:23:11,721 --> 00:23:14,018
So we had the digital
Skype conversation and-

398
00:23:14,053 --> 00:23:16,185
Then we changed to analog.

399
00:23:16,220 --> 00:23:18,726
And then we changed to analog.

400
00:23:20,664 --> 00:23:21,664
I love collecting art

401
00:23:21,699 --> 00:23:25,865
and I love the intersection
of art and technology

402
00:23:25,900 --> 00:23:28,736
and there is an intense beauty

403
00:23:28,771 --> 00:23:32,707
I think that that
has been incorporated

404
00:23:32,742 --> 00:23:34,643
in the design of
analog products.

405
00:23:34,678 --> 00:23:37,074
This is a famous phone by AT&T

406
00:23:37,109 --> 00:23:40,583
from the '60s and '70s
called the Touch-a-matic.

407
00:23:40,618 --> 00:23:42,717
And so

408
00:23:42,752 --> 00:23:44,213
That's the outside line.

409
00:23:44,248 --> 00:23:45,423
I have a message.

410
00:23:46,888 --> 00:23:48,866
Just so intensely beautiful
in the way its designed.

411
00:23:48,890 --> 00:23:51,957
And look at the way the
speaker phone is designed.

412
00:23:51,992 --> 00:23:53,123
It's very cool.

413
00:23:53,158 --> 00:23:56,093
So these are the
incoming outside lines

414
00:23:56,128 --> 00:23:58,128
that are punched down
on the punch down block.

415
00:23:58,163 --> 00:23:59,635
These are line cards.

416
00:23:59,670 --> 00:24:01,197
And so when I go off hook,

417
00:24:01,232 --> 00:24:03,166
then if I put it on hold,

418
00:24:03,201 --> 00:24:04,211
you can hear the interruption.

419
00:24:04,235 --> 00:24:06,741
It cycles through mechanically

420
00:24:06,776 --> 00:24:07,742
and it's very reliable.

421
00:24:07,777 --> 00:24:10,910
I mean these things were
really engineered well.

422
00:24:10,945 --> 00:24:12,208
I have my housekeeper here.

423
00:24:12,243 --> 00:24:14,210
I've got the package
room, et cetera,

424
00:24:14,245 --> 00:24:16,223
and you can program in all
these different numbers.

425
00:24:16,247 --> 00:24:17,620
And so if you call.

426
00:24:25,894 --> 00:24:27,861
Housekeeping, good
afternoon, Shelly speaking.

427
00:24:27,896 --> 00:24:28,896
Oh hi Shelly.

428
00:24:28,930 --> 00:24:30,501
Wrong number, sorry.

429
00:24:30,536 --> 00:24:31,227
There you go.

430
00:24:31,262 --> 00:24:32,800
Why do this, David?

431
00:24:32,835 --> 00:24:35,737
Well, I wanted to make
telephone calls so.

432
00:24:37,675 --> 00:24:41,941
I mean it's connected to the
outside world and it's ready.

433
00:24:41,976 --> 00:24:42,942
The Impossible Project,

434
00:24:42,977 --> 00:24:44,273
this was the good luck

435
00:24:44,308 --> 00:24:46,979
that all of these machines
worked somehow like this.

436
00:24:47,014 --> 00:24:50,884
So if something breaks,
you still can exchange it

437
00:24:50,919 --> 00:24:52,083
and you can understand it.

438
00:24:52,118 --> 00:24:53,656
It's not a black box.

439
00:24:53,691 --> 00:24:55,251
So I think this is very similar

440
00:24:55,286 --> 00:24:56,824
because it's much easier

441
00:24:56,859 --> 00:24:59,827
than all this hidden
technology that we have today.

442
00:24:59,862 --> 00:25:03,292
Renaissance, okay
Oskar, here we go.

443
00:25:03,327 --> 00:25:07,868
And I'll say from David and Doc.

444
00:25:10,939 --> 00:25:11,939
Great.

445
00:25:11,973 --> 00:25:13,104
Put a few stamps on here

446
00:25:14,305 --> 00:25:16,008
And then we're just
gonna send this off.

447
00:25:42,740 --> 00:25:45,807
People were starting to get it.

448
00:25:45,842 --> 00:25:47,578
Analog was a decision,

449
00:25:47,613 --> 00:25:50,141
to keep something and to use it,

450
00:25:50,176 --> 00:25:53,342
a choice each of us can make.

451
00:25:53,377 --> 00:25:55,718
Right, right.

452
00:25:58,954 --> 00:25:59,986
Yes.

453
00:26:07,127 --> 00:26:08,127
Okay.

454
00:26:15,773 --> 00:26:16,805
Look at me.

455
00:26:16,840 --> 00:26:17,971
Okay, that way.

456
00:26:21,075 --> 00:26:24,043
Hold and hold and stay.

457
00:26:24,078 --> 00:26:26,210
What's the camera we're using?

458
00:26:26,245 --> 00:26:31,017
You're using an
Aeroflex 35 SL camera,

459
00:26:31,052 --> 00:26:34,284
probably one of the most
sophisticated sync sound cameras

460
00:26:34,319 --> 00:26:35,857
in the world.

461
00:26:35,892 --> 00:26:38,794
It's a fairly lightweight
handheld camera

462
00:26:38,829 --> 00:26:40,037
and we've had
quite a few of them

463
00:26:40,061 --> 00:26:42,160
and they're still
being used today.

464
00:26:42,195 --> 00:26:44,162
It's a 35 millimeter
film camera.

465
00:26:44,197 --> 00:26:45,702
It's film, it's incredible.

466
00:26:45,737 --> 00:26:46,868
You know, we love film.

467
00:26:51,039 --> 00:26:52,973
Isn't film meant to be dead?

468
00:26:53,008 --> 00:26:55,745
Well, film is actually not dead.

469
00:26:58,079 --> 00:26:59,881
You have a nice
clean frame and cut.

470
00:26:59,916 --> 00:27:02,048
You can use it as a cut
and everything, okay.

471
00:27:02,083 --> 00:27:04,017
It's beautiful, beautiful.

472
00:27:04,052 --> 00:27:05,821
Now we're walking into,

473
00:27:06,923 --> 00:27:09,385
this is the safe room.

474
00:27:09,420 --> 00:27:12,223
This is where all the gold is.

475
00:27:12,258 --> 00:27:15,028
It's not gold, it's like lenses.

476
00:27:15,063 --> 00:27:16,095
They're so expensive.

477
00:27:16,130 --> 00:27:20,165
They're like gold
and we love them.

478
00:27:20,200 --> 00:27:23,069
And here they are, there
are all these lenses.

479
00:27:23,104 --> 00:27:26,270
They're worth a lot of
money, a lot of money.

480
00:27:26,305 --> 00:27:29,174
I would have to sell my house
just to buy this, you know?

481
00:27:31,750 --> 00:27:36,753
♪ For I was born to glory ♪

482
00:27:38,482 --> 00:27:42,022
♪ You kiss forever more ♪

483
00:27:49,295 --> 00:27:52,703
The Impossible
Project expanded to New York.

484
00:28:05,509 --> 00:28:08,180
Whether it's instant
photography or film,

485
00:28:08,215 --> 00:28:11,315
it's a rebellion against
technology making things

486
00:28:11,350 --> 00:28:13,317
too easy or too quick.

487
00:28:13,352 --> 00:28:15,055
You have a lot of
things with customers

488
00:28:15,090 --> 00:28:17,222
where things don't
work out with the film.

489
00:28:17,257 --> 00:28:19,862
You know, I remember
having people saying,

490
00:28:19,897 --> 00:28:22,425
"Hey, my wedding was a disaster.

491
00:28:22,460 --> 00:28:24,867
The film didn't work."

492
00:28:24,902 --> 00:28:27,034
Of course, it's
pretty upsetting,

493
00:28:27,069 --> 00:28:29,399
but it's one of the things
you have to factor in

494
00:28:29,434 --> 00:28:32,006
with that kind of
unpredictable media.

495
00:28:35,341 --> 00:28:37,209
Sure, we could all
be making iPhone apps

496
00:28:37,244 --> 00:28:39,343
but to what end?

497
00:28:41,479 --> 00:28:43,446
Over time, I really
had to ask myself

498
00:28:43,481 --> 00:28:46,086
why I was working for
The Impossible Project.

499
00:28:46,121 --> 00:28:47,428
You know, I really
came up with this idea

500
00:28:47,452 --> 00:28:49,353
that human beings, we're analog.

501
00:28:49,388 --> 00:28:51,388
And I think that's
part of the reason

502
00:28:51,423 --> 00:28:54,259
why we gravitate towards
analog things still,

503
00:28:54,294 --> 00:28:56,734
even though we're in
this very digital realm.

504
00:29:02,071 --> 00:29:05,501
Do you think
this enthusiasm for analog,

505
00:29:05,536 --> 00:29:07,470
do you think it
is a passing stage

506
00:29:07,505 --> 00:29:10,407
or it is something
that is here to stay?

507
00:29:10,442 --> 00:29:13,542
You know, I really think that
this is just the beginning

508
00:29:13,577 --> 00:29:17,381
of a very huge
rediscovery of analog

509
00:29:17,416 --> 00:29:20,087
across all forms of media.

510
00:29:20,122 --> 00:29:21,319
I have the very good feeling

511
00:29:21,354 --> 00:29:25,554
that because of the
digital acceleration,

512
00:29:25,589 --> 00:29:28,458
they are really looking
for a digital detox.

513
00:29:35,500 --> 00:29:37,841
Oh my God, I love that.

514
00:29:38,943 --> 00:29:40,976
I really like that one.

515
00:29:41,011 --> 00:29:41,812
How does that even happen?

516
00:29:41,847 --> 00:29:42,945
It sometimes does it.

517
00:29:42,980 --> 00:29:44,815
I think it's from the chemicals.

518
00:29:44,850 --> 00:29:46,047
That's crazy,

519
00:29:46,082 --> 00:29:48,412
like it looks a bit
like it's burned.

520
00:29:48,447 --> 00:29:49,886
Sometimes it's annoying

521
00:29:49,921 --> 00:29:51,954
but mostly it really makes
sense that it happens

522
00:29:51,989 --> 00:29:54,990
and you're like, wow, okay
that makes it even better.

523
00:29:55,025 --> 00:29:56,420
It's so trippy

524
00:29:56,455 --> 00:29:59,896
but it balances the
picture at the same time.

525
00:29:59,931 --> 00:30:02,129
Is Impossible the business?

526
00:30:02,164 --> 00:30:03,295
Absolutely.

527
00:30:03,330 --> 00:30:04,441
I'm very happy
that you didn't ask

528
00:30:04,465 --> 00:30:06,408
if it's a sustainable business
or a profitable business.

529
00:30:06,432 --> 00:30:07,563
Well that's what I meant.

530
00:30:08,907 --> 00:30:10,071
Not yet.

531
00:30:10,106 --> 00:30:12,304
We are still at
the very beginning.

532
00:30:12,339 --> 00:30:14,075
This is suddenly
the wonderful thing

533
00:30:14,110 --> 00:30:15,276
about what we are doing.

534
00:30:15,311 --> 00:30:18,882
You know everybody wants to
leave some traces in this world.

535
00:30:20,446 --> 00:30:22,512
If people don't use
analog materials

536
00:30:22,547 --> 00:30:23,379
then they will go away.

537
00:30:23,415 --> 00:30:26,384
So you want to sort
of promote the fact

538
00:30:26,419 --> 00:30:28,221
that it's out there,
that it's good.

539
00:30:28,256 --> 00:30:30,421
It's different and it's special.

540
00:30:32,095 --> 00:30:34,161
It's experiencing the real

541
00:30:34,196 --> 00:30:36,460
and not the image
of something real.

542
00:30:42,600 --> 00:30:46,910
So many digital products
feel a little bit similar,

543
00:30:46,945 --> 00:30:49,539
so bright and the
color's so good

544
00:30:49,574 --> 00:30:51,244
from even every amateur.

545
00:30:51,279 --> 00:30:54,511
People crave something
that's a little weird,

546
00:30:54,546 --> 00:30:58,482
a little wrong almost.

547
00:30:58,517 --> 00:30:59,661
I'm talking
about a little weird.

548
00:30:59,685 --> 00:31:02,519
I should think that's the
moment to take a weird picture.

549
00:31:05,062 --> 00:31:06,457
Am I in this?

550
00:31:06,492 --> 00:31:08,228
You're in this.

551
00:31:08,263 --> 00:31:09,592
We're made of chemistry.

552
00:31:09,627 --> 00:31:11,330
Film is made of chemistry.

553
00:31:11,365 --> 00:31:13,596
When I see an
image shot on film,

554
00:31:13,631 --> 00:31:15,565
I feel an affinity for it

555
00:31:15,600 --> 00:31:17,633
that I simply have
not been able to feel

556
00:31:17,668 --> 00:31:19,239
towards digital images.

557
00:31:19,274 --> 00:31:20,307
Photography wise,

558
00:31:20,342 --> 00:31:22,572
it's not just about the
perfection of the material.

559
00:31:22,607 --> 00:31:24,673
It's about the emotion
you connect with it.

560
00:31:24,708 --> 00:31:27,247
Even the people hate it,

561
00:31:27,282 --> 00:31:29,678
that there's chemistry
that they have this stuff.

562
00:31:29,713 --> 00:31:30,545
Oh are you kidding?

563
00:31:30,581 --> 00:31:32,131
It's a mess, but come
on, it's the best.

564
00:31:32,155 --> 00:31:34,320
Exactly, nowadays
it is the best.

565
00:31:34,355 --> 00:31:35,662
You know, when I was
working on the book I wrote,

566
00:31:35,686 --> 00:31:38,456
I cannot tell you how
many people told me

567
00:31:38,491 --> 00:31:41,932
the smell of the
reagent on the negative

568
00:31:41,967 --> 00:31:42,866
took them to their childhood

569
00:31:42,902 --> 00:31:45,628
or to some sexy time
they'd had with Polaroid

570
00:31:45,663 --> 00:31:47,564
or to their grandparents' house.

571
00:31:47,599 --> 00:31:49,170
Smells are evocative.

572
00:31:51,977 --> 00:31:53,603
It's not that I
think digital is bad.

573
00:31:53,638 --> 00:31:56,243
In fact, I think the argument
about film versus digital

574
00:31:56,278 --> 00:31:58,344
is really old,
it's kind of done.

575
00:31:58,379 --> 00:32:01,347
For me, it's keeping
a choice alive.

576
00:32:02,515 --> 00:32:04,955
For technology to
eliminate something

577
00:32:04,990 --> 00:32:09,025
simply because it's more convenient is
really shortsighted.

578
00:32:09,060 --> 00:32:10,961
I want to look at the long-term.

579
00:32:10,996 --> 00:32:12,732
I want to make sure that
people can still use film

580
00:32:12,756 --> 00:32:13,931
long after I'm gone.

581
00:32:36,549 --> 00:32:39,484
Doc's project
had taken a first call.

582
00:32:39,519 --> 00:32:41,618
The film was it at last

583
00:32:41,653 --> 00:32:45,061
at least beginning to
look like Polaroid.

584
00:32:45,096 --> 00:32:49,263
A photo now took only
30 minutes to develop.

585
00:32:51,762 --> 00:32:54,037
It was a kind of a
honeymoon period.

586
00:32:58,604 --> 00:33:00,670
If you looked closely, however,

587
00:33:00,705 --> 00:33:04,014
you might've seen some dark
clouds forming on the horizon.

588
00:33:05,182 --> 00:33:08,480
The photos were
cool but expensive

589
00:33:08,515 --> 00:33:11,186
and notoriously
difficult to handle.

590
00:33:19,757 --> 00:33:22,131
It was then that I
got to know Oskar,

591
00:33:22,166 --> 00:33:24,232
a young engineer from New York.

592
00:33:24,267 --> 00:33:26,762
Oskar was fascinated
by instant film

593
00:33:26,797 --> 00:33:30,568
and he saw a future for
Impossible in the digital world.

594
00:33:30,603 --> 00:33:34,044
He was soon to become a
key player on the team.

595
00:33:34,079 --> 00:33:35,375
I'm Oskar Smolokowski.

596
00:33:35,410 --> 00:33:37,674
I'm left camera right now.

597
00:33:41,086 --> 00:33:45,385
Oskar was only 22
when he joined Doc in Europe

598
00:33:45,420 --> 00:33:49,653
with the intention of learning
the business from the boss.

599
00:33:49,688 --> 00:33:51,193
Can you imagine?

600
00:33:52,130 --> 00:33:53,173
I came into the job thinking,

601
00:33:53,197 --> 00:33:54,691
okay, I'm gonna learn from a CEO

602
00:33:54,726 --> 00:33:56,594
on how it's supposed to be done.

603
00:33:56,629 --> 00:33:58,431
The part I remember about
my first day at work

604
00:33:58,466 --> 00:34:00,532
when we went on a
ride on his motorcycle

605
00:34:00,567 --> 00:34:02,534
to eat at his
favorite sushi place.

606
00:34:02,569 --> 00:34:05,834
And to be honest, I was
like, what the fuck?

607
00:34:05,869 --> 00:34:08,639
I can't believe this is
how you run a company.

608
00:34:08,674 --> 00:34:10,080
It's not been boring.

609
00:34:11,413 --> 00:34:12,544
You could see this

610
00:34:12,579 --> 00:34:14,348
at the World's
Largest Photo Fair.

611
00:34:14,383 --> 00:34:18,121
In 2014, Impossible
was still regarded

612
00:34:18,156 --> 00:34:20,222
as a charming analog outpost,

613
00:34:20,257 --> 00:34:22,851
but theirs was
the busiest stand.

614
00:34:22,886 --> 00:34:24,853
This was where young people went

615
00:34:24,888 --> 00:34:26,327
and it was young people

616
00:34:26,362 --> 00:34:28,230
who were at the
heart of the company.

617
00:34:29,662 --> 00:34:31,673
I was 23 when I went to the
store for the first time.

618
00:34:31,697 --> 00:34:35,171
You had lines of old Polaroid
cameras across all the walls.

619
00:34:35,206 --> 00:34:37,140
You know, it definitely
had a magic to it

620
00:34:37,175 --> 00:34:38,383
and this kind of
retro magic to it.

621
00:34:38,407 --> 00:34:40,176
So I picked up an
old Polaroid camera

622
00:34:40,211 --> 00:34:42,178
and that was my first
experience with it.

623
00:34:42,213 --> 00:34:44,224
You know, the first shots were
all on old Polaroid cameras.

624
00:34:44,248 --> 00:34:47,414
And actually today they are
still only old Polaroid cameras.

625
00:34:47,449 --> 00:34:49,163
But when you kind of get
introduced through it that way

626
00:34:49,187 --> 00:34:51,649
it does have this very
retro thing to it.

627
00:34:51,684 --> 00:34:56,456
But the more you play
with it and you use it,

628
00:34:56,491 --> 00:34:58,524
it's less about the
retro aspect of it

629
00:34:58,559 --> 00:34:59,701
and more about the experience

630
00:34:59,725 --> 00:35:00,900
of actually holding
a photograph,

631
00:35:00,924 --> 00:35:02,363
letting it develop in your hand,

632
00:35:02,398 --> 00:35:03,705
which is of course
an analog process,

633
00:35:03,729 --> 00:35:06,697
but it's more about
the experience of it.

634
00:35:09,207 --> 00:35:11,207
I think both Doc and myself,

635
00:35:11,242 --> 00:35:13,143
we really loved the product

636
00:35:13,178 --> 00:35:15,310
and we wanted to
bring it to people.

637
00:35:15,345 --> 00:35:18,181
And for me, it was
always the challenge

638
00:35:18,216 --> 00:35:19,919
of how do we make this
business sustainable?

639
00:35:19,943 --> 00:35:21,712
How do we give this a future?

640
00:35:21,747 --> 00:35:22,924
How do we kind of pay the bills,

641
00:35:22,948 --> 00:35:26,552
keep the lights on and keep
everybody employed year by year?

642
00:35:26,587 --> 00:35:29,225
And we have this giant factory

643
00:35:29,260 --> 00:35:30,622
and to make that sustainable,

644
00:35:30,657 --> 00:35:32,888
we needed to bring the
volume of the film up.

645
00:35:32,923 --> 00:35:33,889
And to do that,
we needed to bring

646
00:35:33,924 --> 00:35:36,826
the quality of the film
up and the prices down.

647
00:35:36,861 --> 00:35:38,927
And I think that's where
the biggest difference was

648
00:35:38,962 --> 00:35:40,764
between myself and Doc.

649
00:35:40,799 --> 00:35:43,470
He really believed
that the film we had,

650
00:35:43,505 --> 00:35:45,274
this imperfect one,

651
00:35:45,309 --> 00:35:46,583
people would fall
in love with it

652
00:35:46,607 --> 00:35:48,244
the way he fell in love with it.

653
00:35:48,279 --> 00:35:51,379
You know, when the company
started Florian famously said,

654
00:35:51,414 --> 00:35:53,876
"Anything you make in
the factory, I'll sell."

655
00:35:53,911 --> 00:35:57,814
Like that's not a product
people want, you know?

656
00:35:57,849 --> 00:35:59,651
People want instant analog film

657
00:35:59,686 --> 00:36:01,455
that develops quickly
and looks great

658
00:36:01,490 --> 00:36:03,292
and that's what we
want to give them.

659
00:36:03,327 --> 00:36:05,822
♪ Without you ♪

660
00:36:16,604 --> 00:36:19,308
Impossible to me was
definitely heart over mind.

661
00:36:19,343 --> 00:36:21,640
Like with a lot of stuff
that comes at you in life,

662
00:36:21,675 --> 00:36:23,477
you do it because
it feels right.

663
00:36:23,512 --> 00:36:25,611
And that was definitely
the case here.

664
00:36:25,646 --> 00:36:27,415
I felt the need to
explore further,

665
00:36:27,450 --> 00:36:29,945
to connect to the
project in some way,

666
00:36:29,980 --> 00:36:31,947
to talk to Doc and
see if I could help.

667
00:36:39,726 --> 00:36:42,397
I always knew that I wanted
to do something with products

668
00:36:42,432 --> 00:36:45,334
but at Impossible, I really
figured out what that means.

669
00:36:45,369 --> 00:36:46,511
And it really means, you know,

670
00:36:46,535 --> 00:36:47,267
putting two years of your life

671
00:36:47,303 --> 00:36:49,404
into something
that's gonna launch,

672
00:36:49,439 --> 00:36:51,472
endless hours
tweaking the details

673
00:36:51,507 --> 00:36:53,347
and the millions of things
that could go wrong.

674
00:36:53,377 --> 00:36:55,542
But it's just like with
the analog process,

675
00:36:55,577 --> 00:36:58,215
the more you put in,
the more you get out.

676
00:36:59,482 --> 00:37:01,350
When we took over the
factory, it was like,

677
00:37:01,385 --> 00:37:02,395
let's bring this film back,

678
00:37:02,419 --> 00:37:03,715
Polaroid stopped making it.

679
00:37:03,750 --> 00:37:05,453
With the camera,

680
00:37:05,488 --> 00:37:07,917
we want to create our own kind
of future for these products.

681
00:37:12,891 --> 00:37:15,298
It was very much about
dreaming in the early days.

682
00:37:15,333 --> 00:37:16,574
And it needed to
be about dreaming

683
00:37:16,598 --> 00:37:17,642
to get it started
and off the ground.

684
00:37:17,666 --> 00:37:20,930
You needed to do stupid
things like buy the factory

685
00:37:20,965 --> 00:37:22,371
to start the thing.

686
00:37:22,406 --> 00:37:24,637
But to actually bring
it to profitability

687
00:37:24,672 --> 00:37:26,452
and to bring it to as
many people as possible,

688
00:37:26,476 --> 00:37:28,443
you actually need
to do a lot of work.

689
00:37:28,478 --> 00:37:31,974
And honestly, you know, we
started doing that a year ago

690
00:37:32,009 --> 00:37:34,482
'cause before it was
more about the dreaming.

691
00:37:36,849 --> 00:37:40,323
Doc and The Impossible Project
captivated a lot of hearts,

692
00:37:40,358 --> 00:37:41,358
including mine.

693
00:37:42,426 --> 00:37:44,492
I mean, I suffered
pack after pack

694
00:37:44,527 --> 00:37:46,395
of the early
Impossible Project film

695
00:37:46,430 --> 00:37:48,694
to get those few
shots worth keeping.

696
00:37:48,729 --> 00:37:51,532
But there just weren't
enough enthusiasts like me

697
00:37:51,567 --> 00:37:52,896
to keep the business around.

698
00:37:52,931 --> 00:37:54,062
We had this amazing story,

699
00:37:54,097 --> 00:37:55,734
we had this amazing mission,

700
00:37:55,769 --> 00:37:56,966
but at the end of the day,

701
00:37:57,001 --> 00:37:58,451
we had a lot of work
ahead of ourselves

702
00:37:58,475 --> 00:38:02,543
to make it a sustainable
company or we'd be gone.

703
00:38:03,579 --> 00:38:04,579
One of the turning points

704
00:38:04,614 --> 00:38:07,449
was bringing Stephen Herchen
on board around 2014.

705
00:38:08,650 --> 00:38:10,353
I mean he knows
instant photography

706
00:38:10,388 --> 00:38:12,652
better than anyone on
the planet now I guess,

707
00:38:12,687 --> 00:38:15,050
and actually worked
directly with Edwin Land

708
00:38:15,085 --> 00:38:17,624
straight after
graduating from MIT.

709
00:38:17,659 --> 00:38:19,560
And he's been instrumental

710
00:38:19,595 --> 00:38:21,991
in evolving the product to
where it needs to get to.

711
00:38:27,834 --> 00:38:30,505
Actually, just that
one, that one there.

712
00:38:30,540 --> 00:38:31,968
Yeah, thank you.

713
00:38:41,144 --> 00:38:42,880
While the company had to focus

714
00:38:42,915 --> 00:38:44,981
much more on viable products,

715
00:38:45,016 --> 00:38:47,720
Doc continued on his quest,

716
00:38:47,755 --> 00:38:50,822
authentic and possibly
impossible projects,

717
00:38:50,857 --> 00:38:53,594
such as craftspeople swimming

718
00:38:53,629 --> 00:38:55,926
against the tide of convenience.

719
00:38:57,666 --> 00:38:59,633
We still have to
really fight hard

720
00:38:59,668 --> 00:39:01,833
because still on a daily basis,

721
00:39:01,868 --> 00:39:05,375
things, machine,
technologies disappear.

722
00:41:45,031 --> 00:41:45,863
We are in Berlin

723
00:41:45,899 --> 00:41:48,032
and I have some
negatives from New York

724
00:41:48,067 --> 00:41:53,037
to develop my analog shots
myself and experiment.

725
00:42:04,952 --> 00:42:07,018
We're living in the digital age.

726
00:42:07,053 --> 00:42:08,657
This seems like a lot of hassle.

727
00:42:11,728 --> 00:42:12,859
It's good sometimes

728
00:42:12,894 --> 00:42:15,026
to just be completely
lost on your own

729
00:42:15,061 --> 00:42:18,293
in this little cave for the
whole day or the whole night

730
00:42:18,328 --> 00:42:20,933
and you can't even
have your mobile phone

731
00:42:20,968 --> 00:42:22,836
'cause you have a bright screen

732
00:42:22,871 --> 00:42:24,046
and it will destroy the picture.

733
00:42:24,070 --> 00:42:26,642
So I think that's very healthy,

734
00:42:26,677 --> 00:42:28,072
I don't think it's a hassle.

735
00:42:31,308 --> 00:42:32,615
I think also for your brains

736
00:42:32,650 --> 00:42:35,816
and for your physical feelings,

737
00:42:35,851 --> 00:42:38,819
just moving, doing things,
looking at it properly

738
00:42:38,854 --> 00:42:42,185
and not having this weird
bright light around you

739
00:42:42,220 --> 00:42:46,024
from computer screens, yeah.

740
00:42:47,225 --> 00:42:50,798
It's very calming and
it's very rewarding.

741
00:42:57,400 --> 00:43:02,304
♪ Ruffled at my base ♪

742
00:43:02,339 --> 00:43:07,243
♪ And it walked under my tree ♪

743
00:43:08,851 --> 00:43:13,854
♪ When suddenly it
seemed all the fingers ♪

744
00:43:15,220 --> 00:43:20,223
♪ Were pointing up at me ♪

745
00:43:20,925 --> 00:43:25,800
♪ And the footsteps
in the side ♪

746
00:43:25,835 --> 00:43:29,705
♪ Will all get washed up ♪

747
00:43:29,740 --> 00:43:33,170
So all was well
in the land of analog?

748
00:43:33,205 --> 00:43:34,336
No.

749
00:43:34,371 --> 00:43:36,811
In reality, their
products weren't selling

750
00:43:36,846 --> 00:43:39,682
and Impossible was fast
running out of money.

751
00:43:40,443 --> 00:43:43,081
Doc was under pressure.

752
00:43:43,116 --> 00:43:46,722
Financially, we had
to find a serious investor

753
00:43:46,757 --> 00:43:48,922
to take the next steps with us.

754
00:43:48,957 --> 00:43:52,926
The candidates were
not standing in line.

755
00:43:52,961 --> 00:43:55,929
Luckily, we found
Mr. Smolokowski.

756
00:43:55,964 --> 00:43:58,734
Oskar back then
convinced his father

757
00:43:58,769 --> 00:44:00,395
to give Impossible a chance.

758
00:44:02,069 --> 00:44:03,937
He got excited
about the project.

759
00:44:03,972 --> 00:44:05,411
So I think I just
forwarded an email.

760
00:44:05,435 --> 00:44:08,172
I was like, "They're
not great yet,

761
00:44:08,207 --> 00:44:10,207
but this has some potential."

762
00:44:13,718 --> 00:44:16,884
Slava was a classically
trained clarinet player,

763
00:44:16,919 --> 00:44:19,282
but also an inventive investor,

764
00:44:19,317 --> 00:44:22,758
which happened to be exactly
what Impossible needed

765
00:44:22,793 --> 00:44:23,924
this time.

766
00:44:25,125 --> 00:44:26,125
It's analog.

767
00:44:27,127 --> 00:44:29,325
I think we needed
a bit of a reality check.

768
00:44:29,360 --> 00:44:31,140
For the product to work
for more than a few people,

769
00:44:31,164 --> 00:44:32,361
which was what was needed

770
00:44:32,396 --> 00:44:35,331
to kind of keep the
lights on in the factory,

771
00:44:35,366 --> 00:44:36,805
we needed to do
something about it

772
00:44:36,840 --> 00:44:38,235
or the whole dream could die.

773
00:44:46,344 --> 00:44:48,212
If you start to doubt
your own product

774
00:44:48,247 --> 00:44:50,951
or if you don't
have this 100% trust

775
00:44:50,986 --> 00:44:52,051
that comes from inside,

776
00:44:52,086 --> 00:44:53,184
it's hard to sell it,

777
00:44:53,219 --> 00:44:54,427
it's hard to convince
other people.

778
00:44:54,451 --> 00:44:56,121
The problem with Oskar,

779
00:44:56,156 --> 00:44:59,157
he didn't really feel
secure about the quality

780
00:44:59,192 --> 00:45:00,389
and many other topics.

781
00:45:00,424 --> 00:45:03,293
You know, I always even
with the worst film,

782
00:45:03,328 --> 00:45:05,064
I say, "Wow, I love it.

783
00:45:05,099 --> 00:45:08,496
Look at these killer
crystals, wow."

784
00:45:08,531 --> 00:45:10,003
It's one thing to have a dream

785
00:45:10,038 --> 00:45:11,115
and it's a very different thing

786
00:45:11,139 --> 00:45:14,040
to actually execute on that
dream and build a company.

787
00:45:14,075 --> 00:45:15,811
I always like to do things

788
00:45:15,846 --> 00:45:20,849
that can go totally wrong or
be super, super incredible.

789
00:45:21,384 --> 00:45:22,752
You know, Steve Jobs,

790
00:45:22,787 --> 00:45:24,479
what was so brilliant
about Steve Jobs?

791
00:45:24,514 --> 00:45:28,120
He was the only guy who
you really believed in

792
00:45:28,155 --> 00:45:30,419
that he really was
in love and proud

793
00:45:30,454 --> 00:45:32,256
and crazy for his own products.

794
00:45:32,291 --> 00:45:35,193
And in today's world,
this is very unusual.

795
00:45:37,461 --> 00:45:38,900
I was lucky.

796
00:45:38,935 --> 00:45:41,496
I found what I love
to do early in life.

797
00:45:41,531 --> 00:45:44,235
I started Apple in my
parents' garage when I was 20.

798
00:45:44,270 --> 00:45:46,369
And in 10 years, Apple had grown

799
00:45:46,404 --> 00:45:49,372
into a two billion dollar company with
over 4,000 employees.

800
00:45:51,211 --> 00:45:52,342
And then I got fired.

801
00:45:54,247 --> 00:45:56,478
How can you get fired from
a company you started?

802
00:45:58,823 --> 00:46:01,318
Well, this is how.

803
00:46:01,353 --> 00:46:03,518
The film was still a disaster.

804
00:46:03,553 --> 00:46:05,355
Millions had been lost.

805
00:46:05,390 --> 00:46:07,863
Something had to give.

806
00:46:07,898 --> 00:46:11,526
And that something was Doc.

807
00:46:11,561 --> 00:46:12,360
Sometimes life's

808
00:46:12,395 --> 00:46:14,562
gonna hit you in the
head with a brick.

809
00:46:14,597 --> 00:46:15,805
Don't lose faith.

810
00:46:17,941 --> 00:46:20,535
It was crazy.

811
00:46:52,140 --> 00:46:54,470
Of course, it hurt me
to to leave the company

812
00:46:54,505 --> 00:46:56,208
but then loss of energy

813
00:46:56,243 --> 00:47:00,113
or even thinking of giving
up was never on the table.

814
00:49:56,687 --> 00:49:59,589
Doc's energy was insuppressible.

815
00:49:59,624 --> 00:50:01,261
He didn't stay down long.

816
00:50:01,296 --> 00:50:06,068
Of course, he'd soon start
a new impossible project.

817
00:50:22,119 --> 00:50:24,581
Supersense is one
of my dreams come true.

818
00:50:25,749 --> 00:50:29,157
Spending a lot of time
with the rediscovery

819
00:50:29,192 --> 00:50:32,193
of analog technologies
in a digital world,

820
00:50:32,228 --> 00:50:35,064
I found out that the
people who love Polaroid

821
00:50:35,099 --> 00:50:35,823
they also love wine

822
00:50:35,858 --> 00:50:37,594
or they also love good coffee,

823
00:50:37,629 --> 00:50:39,233
they also love letterpress,

824
00:50:39,268 --> 00:50:40,762
they also love books.

825
00:50:40,797 --> 00:50:43,831
And so I said, "Let's bring
all these things together

826
00:50:43,866 --> 00:50:46,174
in one very special place."

827
00:50:46,209 --> 00:50:49,573
And I found this
crazy Venetian palace

828
00:50:49,608 --> 00:50:51,179
in the heart of Vienna

829
00:50:51,214 --> 00:50:53,346
and I said, "Okay,
this is the place

830
00:50:53,381 --> 00:50:55,117
that would be the perfect home

831
00:50:55,152 --> 00:50:58,483
for bringing all these crazy
technologies under one roof."

832
00:51:00,355 --> 00:51:01,453
People always ask me,

833
00:51:01,488 --> 00:51:02,751
"What is it?

834
00:51:02,786 --> 00:51:05,622
Is it a museum, a bar,
a restaurant, a shop?"

835
00:51:06,823 --> 00:51:08,823
Basically, it's a
laboratory for me.

836
00:51:08,858 --> 00:51:12,827
We can try a lot of crazy
things and technologies.

837
00:51:15,535 --> 00:51:20,538
♪ That I find of you ♪

838
00:51:22,311 --> 00:51:27,314
♪ Every time, every time ♪

839
00:51:28,647 --> 00:51:33,650
♪ No one that lives ♪

840
00:51:35,423 --> 00:51:40,360
♪ Could want you more ♪

841
00:51:40,395 --> 00:51:45,398
♪ For I was born to glory ♪

842
00:51:47,468 --> 00:51:51,536
♪ In your kiss ♪

843
00:51:51,571 --> 00:51:55,144
♪ Forever yours ♪

844
00:52:25,440 --> 00:52:30,443
♪ I was blessed with
love to love you ♪

845
00:52:31,710 --> 00:52:36,713
♪ Till the stars burn
round above you ♪

846
00:52:37,914 --> 00:52:42,290
♪ Till the moon is
like a silver shadow ♪

847
00:54:17,684 --> 00:54:18,980
Meanwhile, back in Berlin,

848
00:54:19,015 --> 00:54:21,488
Oskar and his team
are working on ways

849
00:54:21,523 --> 00:54:23,017
to make the company better,

850
00:54:23,052 --> 00:54:27,527
to create cool analog
products for digital natives.

851
00:54:50,651 --> 00:54:51,881
2010, '11, '12,

852
00:54:51,916 --> 00:54:53,564
if you explained to people
what we we're doing,

853
00:54:53,588 --> 00:54:56,325
they'd say, "Oh, nice,
they'll probably fail."

854
00:54:56,360 --> 00:54:57,887
I mean the reality is

855
00:54:57,922 --> 00:55:00,054
Impossible is one
percent of the market.

856
00:55:00,089 --> 00:55:02,331
And then we were hoping
to grow from there.

857
00:55:02,366 --> 00:55:03,431
But at the end of the day,

858
00:55:03,466 --> 00:55:04,674
this idea of
rebelliousness or not,

859
00:55:04,698 --> 00:55:07,369
I mean we're still gonna
be this company here.

860
00:55:07,404 --> 00:55:09,701
Impossible was a totally
rebellious concept.

861
00:55:09,736 --> 00:55:11,835
You know, like it's a
concept that had no logic

862
00:55:11,870 --> 00:55:13,408
really behind it at all.

863
00:55:13,443 --> 00:55:15,542
It was just a very
impassioned person

864
00:55:15,577 --> 00:55:17,643
following through
on their dream.

865
00:55:17,678 --> 00:55:18,578
And I think it's
important for us

866
00:55:18,613 --> 00:55:20,580
that we maintain some of that.

867
00:55:20,615 --> 00:55:21,447
We need to put our finger

868
00:55:21,483 --> 00:55:23,583
on what it was that
made it so special.

869
00:55:23,618 --> 00:55:26,751
And the idea that we landed
on is bring magic to life.

870
00:55:26,786 --> 00:55:29,050
This is how they used
to do nice brochures.

871
00:55:29,085 --> 00:55:30,887
So this is 1972.

872
00:55:30,922 --> 00:55:33,692
But this idea of magic
is kind of everywhere.

873
00:55:33,727 --> 00:55:35,804
And if you really think about
what all these cameras did

874
00:55:35,828 --> 00:55:37,861
since the '50s, '60s, '70s,

875
00:55:37,896 --> 00:55:41,634
whether it was a small moment
with a family or people,

876
00:55:41,669 --> 00:55:44,571
we really want to preserve
that and to build that.

877
00:55:44,606 --> 00:55:45,638
If we get this right,

878
00:55:45,673 --> 00:55:47,442
that next product can be great.

879
00:55:53,549 --> 00:55:55,516
Hi, I'm Oskar.

880
00:55:55,551 --> 00:55:56,143
Hi.

881
00:55:56,178 --> 00:55:57,518
I worked on this camera

882
00:55:57,553 --> 00:56:01,555
and I'm CEO of The
Impossible Project now.

883
00:56:01,590 --> 00:56:03,986
I wanted to invite you to
just give me some feedback.

884
00:56:04,021 --> 00:56:05,427
Okay.

885
00:56:05,462 --> 00:56:08,727
Okay, it looks like it's
came from the future.

886
00:56:08,762 --> 00:56:09,728
Good.

887
00:56:09,763 --> 00:56:11,697
I think it's very sexy.

888
00:56:11,732 --> 00:56:13,996
Very sexy, very good to hear.

889
00:56:14,031 --> 00:56:15,734
How would you take a photo?

890
00:56:15,769 --> 00:56:17,769
Yeah, maybe on and off.

891
00:56:17,804 --> 00:56:18,836
Um.

892
00:56:20,840 --> 00:56:22,103
Agh, help.

893
00:56:23,106 --> 00:56:25,139
- How would you?
- I have no idea.

894
00:56:25,174 --> 00:56:26,613
Oh.

895
00:56:26,648 --> 00:56:27,845
So you've got eight lights,

896
00:56:27,880 --> 00:56:29,187
which corresponds to
eight photos in each pack.

897
00:56:29,211 --> 00:56:31,013
It tells you how
many you have left.

898
00:56:32,918 --> 00:56:34,852
Smile now.

899
00:56:34,887 --> 00:56:35,887
Yes.

900
00:56:38,726 --> 00:56:39,824
I like the idea.

901
00:56:39,859 --> 00:56:40,859
Really interesting.

902
00:56:50,232 --> 00:56:52,936
Oskar was heading to New York.

903
00:56:52,971 --> 00:56:56,104
He had put everything
into Impossible's first

904
00:56:56,139 --> 00:56:57,743
all new camera, the i1.

905
00:57:01,485 --> 00:57:03,452
The ring flash is
great for portraits.

906
00:57:03,487 --> 00:57:05,454
And when you turn the camera on,

907
00:57:05,489 --> 00:57:06,697
it tells you how many
photos you have left.

908
00:57:06,721 --> 00:57:08,754
Then you can switch
it to bluetooth mode.

909
00:57:11,154 --> 00:57:12,560
So you have two sides.

910
00:57:13,761 --> 00:57:15,992
I have no idea whether
the Impossible Project

911
00:57:16,027 --> 00:57:20,095
is onto something or
is not onto something.

912
00:57:20,130 --> 00:57:22,867
It's very difficult to
know with any generation,

913
00:57:22,902 --> 00:57:24,836
what technology
is gonna take off

914
00:57:24,871 --> 00:57:27,542
and whether or not
something this retro

915
00:57:27,577 --> 00:57:30,138
given that everybody's got
a camera in their pocket

916
00:57:30,173 --> 00:57:32,547
is really gonna have
any kind of resonance.

917
00:57:34,980 --> 00:57:37,178
I think I'm pretty,
a responsible person.

918
00:57:37,213 --> 00:57:40,247
When I start something I
want to make it happen.

919
00:57:40,282 --> 00:57:45,494
A lot of milestones is
in front of the company.

920
00:57:46,222 --> 00:57:48,893
This is one of the important,

921
00:57:48,928 --> 00:57:51,467
but not first and not last.

922
00:57:53,867 --> 00:57:56,703
I very much do believe
in real businesses.

923
00:57:56,738 --> 00:57:59,640
But the question is what
is the business model?

924
00:57:59,675 --> 00:58:04,271
Is the business model
earning billions every year

925
00:58:04,306 --> 00:58:08,979
and, you know, growing
100% every six months?

926
00:58:10,554 --> 00:58:13,522
I don't think the
world works like that.

927
00:58:13,557 --> 00:58:15,953
So how does it work?

928
00:58:15,988 --> 00:58:18,857
Doc sent me to meet his
friends at Moleskine,

929
00:58:18,892 --> 00:58:22,025
probably analog's
greatest success story.

930
00:58:22,060 --> 00:58:24,863
They had just saved
something themselves.

931
00:58:24,898 --> 00:58:26,260
Fratelli Bonvini,

932
00:58:26,295 --> 00:58:30,099
Milan's oldest stationary
shop and printers.

933
00:58:44,082 --> 00:58:46,082
Analog, we are analog.

934
00:58:47,052 --> 00:58:49,019
We are something very physical.

935
00:58:50,726 --> 00:58:54,563
So analog is not thinking.

936
00:58:55,225 --> 00:58:58,094
It's a real thing.

937
00:58:58,129 --> 00:59:00,030
Handwriting, for example,

938
00:59:00,065 --> 00:59:03,231
many schools, especially
in the United States,

939
00:59:03,266 --> 00:59:08,137
started to eliminate the
teaching of handwriting

940
00:59:08,172 --> 00:59:10,172
in the primary school.

941
00:59:10,207 --> 00:59:15,078
And then neuroscientists
started to underline

942
00:59:15,113 --> 00:59:18,246
the fact that a
difficult learning

943
00:59:18,281 --> 00:59:21,953
of this kind of physical gesture

944
00:59:21,988 --> 00:59:26,991
is something that is implying
a wider part of our brain

945
00:59:28,159 --> 00:59:31,831
because physical
is hard, is heavy,

946
00:59:31,866 --> 00:59:36,869
is something difficult
to learn, to manage.

947
00:59:50,181 --> 00:59:52,346
This is bringing
us to access a knowledge,

948
00:59:52,381 --> 00:59:55,657
experience and the
special emotions

949
00:59:55,692 --> 00:59:59,760
and the capacity of
deep understanding.

950
01:00:34,863 --> 01:00:37,930
As a child, I was always
fascinated by science fiction.

951
01:00:37,965 --> 01:00:39,833
I love my iPhone,

952
01:00:39,868 --> 01:00:43,265
but you know, the very
success of Moleskine

953
01:00:43,300 --> 01:00:45,366
has been through technology

954
01:00:45,401 --> 01:00:48,369
because people
suddenly discovered

955
01:00:48,404 --> 01:00:52,175
that they could do
their writing on paper

956
01:00:52,210 --> 01:00:55,948
but at the same time,
showing it, sharing it

957
01:00:55,983 --> 01:00:58,412
and creating
communities around that

958
01:00:58,447 --> 01:01:02,251
through technology
and through digital.

959
01:01:30,248 --> 01:01:33,315
We think that this
opportunity is for the future.

960
01:01:34,483 --> 01:01:38,419
Of course, we are a
sort of natural place

961
01:01:38,454 --> 01:01:43,358
for designer or younger
creative people here,

962
01:01:45,065 --> 01:01:46,231
but not only.

963
01:01:46,266 --> 01:01:51,102
Yesterday night, a client saying
sometimes I'm entering here

964
01:01:51,137 --> 01:01:55,909
just to smell the different
flowers that you have here,

965
01:01:55,944 --> 01:01:59,209
the wood, the ink, the paper.

966
01:01:59,244 --> 01:02:01,475
This is not a museum for sure.

967
01:02:31,144 --> 01:02:32,913
Dreamers need partners

968
01:02:32,948 --> 01:02:35,377
to help them make
the dreams come true,

969
01:02:35,412 --> 01:02:38,479
ideally with deep
pockets to match.

970
01:02:42,859 --> 01:02:44,452
Christmas in Vienna.

971
01:02:44,487 --> 01:02:47,158
This is the analog
capital of Europe,

972
01:02:47,193 --> 01:02:49,490
if not the analog
capital of the world.

973
01:02:49,525 --> 01:02:50,525
Oh, I can't wait.

974
01:02:50,559 --> 01:02:51,559
I know, I know.

975
01:02:54,035 --> 01:02:56,838
Doc had invited
David Burnett and his team

976
01:02:56,873 --> 01:03:00,842
to discuss investment
opportunities in vinyl.

977
01:03:04,848 --> 01:03:06,309
So welcome.

978
01:03:06,344 --> 01:03:07,442
Wow, this is it?

979
01:03:07,477 --> 01:03:08,916
- That's it.
- Wow.

980
01:03:08,951 --> 01:03:12,887
Now, it's still under
development, but yeah.

981
01:03:12,922 --> 01:03:14,856
So basically the first room,

982
01:03:14,891 --> 01:03:18,552
this is where Flo is
gonna work on this cluster

983
01:03:18,587 --> 01:03:20,829
and then on the right side,

984
01:03:20,864 --> 01:03:23,491
we have the printing area
we're gonna see later.

985
01:03:23,526 --> 01:03:27,066
But first, I have to show
you a very special thing

986
01:03:27,101 --> 01:03:30,036
because you knew Seeburg 1000

987
01:03:30,071 --> 01:03:32,841
and this is also from
the family of Seeburg.

988
01:03:33,569 --> 01:03:34,601
Does it work?

989
01:03:34,636 --> 01:03:36,504
Of course it works.

990
01:03:36,539 --> 01:03:37,923
You remember nothing
that doesn't work.

991
01:03:37,947 --> 01:03:39,342
I know.

992
01:03:39,377 --> 01:03:40,277
I mean I've seen
pictures of this.

993
01:03:40,312 --> 01:03:41,278
I've never seen one in person.

994
01:03:41,313 --> 01:03:43,247
Layla, this is so cool.

995
01:03:43,282 --> 01:03:44,479
This is incredible.

996
01:03:44,514 --> 01:03:46,195
We have to build our own
formal cut, you know?

997
01:03:46,219 --> 01:03:47,922
Absolutely.

998
01:03:47,957 --> 01:03:48,890
Gonna meet Anna.

999
01:03:48,925 --> 01:03:50,254
Hi, David.

1000
01:03:50,289 --> 01:03:52,861
At the same time, when
we do the recording,

1001
01:03:52,896 --> 01:03:53,962
we produce all the covers.

1002
01:03:53,997 --> 01:03:58,559
So we have developed a very
special cover that comes-

1003
01:03:58,594 --> 01:04:01,628
David was one of the
Internet's first millionaires,

1004
01:04:01,663 --> 01:04:03,905
a digital pioneer.

1005
01:04:03,940 --> 01:04:05,073
In the '90s,

1006
01:04:05,108 --> 01:04:09,504
he had invented GeoCities, an
early social media platform.

1007
01:04:09,539 --> 01:04:13,277
But lately, David had fallen
back in love with analog.

1008
01:04:15,347 --> 01:04:16,347
- Go, go, go.
- Go, go.

1009
01:04:19,989 --> 01:04:20,581
I'm gonna go
with the red button.

1010
01:04:20,616 --> 01:04:21,417
You changed the world.

1011
01:04:21,452 --> 01:04:22,352
- Okay?
- Okay.

1012
01:04:22,387 --> 01:04:23,958
I go for the black button.

1013
01:04:23,993 --> 01:04:24,893
Okay.

1014
01:04:24,928 --> 01:04:25,928
One, two, three.

1015
01:04:29,592 --> 01:04:32,263
Very good, very good, very good.

1016
01:04:33,497 --> 01:04:34,628
Thank you.

1017
01:04:34,663 --> 01:04:35,464
The smell, you know again?

1018
01:04:35,499 --> 01:04:36,905
The acid.

1019
01:04:36,940 --> 01:04:38,632
I think the new
definition of luxury

1020
01:04:38,667 --> 01:04:41,976
is not necessarily
jewelry and watches.

1021
01:04:42,011 --> 01:04:44,374
It's the curated experiences.

1022
01:04:44,409 --> 01:04:46,640
It's the authentic
one-of-a-kind experiences

1023
01:04:46,675 --> 01:04:48,411
that analog provide,

1024
01:04:48,446 --> 01:04:51,051
a custom photograph,
a custom record.

1025
01:04:51,086 --> 01:04:54,615
You have to smell it because
this is an incredible smell.

1026
01:04:56,025 --> 01:04:58,058
You don't have to listen.

1027
01:04:58,093 --> 01:04:59,961
The resolution's so crisp.

1028
01:04:59,996 --> 01:05:01,600
Because it's one-to-one, it's
not an enlargement.

1029
01:05:01,624 --> 01:05:03,998
Oh it's one-to-one, right.

1030
01:05:04,033 --> 01:05:04,865
Do we roll 'em up
after it dries?

1031
01:05:04,901 --> 01:05:06,462
Yeah, yeah,
yeah after it drives.

1032
01:05:06,497 --> 01:05:07,969
- Push on.
- Push on, yep.

1033
01:05:08,004 --> 01:05:09,102
Or this off.

1034
01:05:09,137 --> 01:05:10,972
- Push on.
- Okay then photo.

1035
01:05:11,007 --> 01:05:12,908
Photo, and it's zero, one.

1036
01:05:14,241 --> 01:05:15,944
You can hear it working.

1037
01:05:15,979 --> 01:05:17,506
You can even see it working.

1038
01:05:17,541 --> 01:05:18,541
- Really?
- Yeah.

1039
01:05:19,477 --> 01:05:22,115
Oh my God, it's so cool.

1040
01:05:23,085 --> 01:05:24,051
It's a whole jukebox

1041
01:05:24,086 --> 01:05:27,186
in a very stylish cabinet.

1042
01:05:27,221 --> 01:05:28,253
And you can program it.

1043
01:05:28,288 --> 01:05:30,453
So you really can, you know,

1044
01:05:30,488 --> 01:05:31,498
when you have a romantic dinner,

1045
01:05:31,522 --> 01:05:33,060
you program it

1046
01:05:33,095 --> 01:05:36,360
and then you have three
hours continuously.

1047
01:05:36,395 --> 01:05:39,462
Oh look, look at the
movement right there.

1048
01:05:39,497 --> 01:05:41,002
Isn't that beautiful?

1049
01:06:34,123 --> 01:06:35,364
I just want to say,
thank you, everybody.

1050
01:06:35,388 --> 01:06:39,324
This has been a fantastic
series of performances

1051
01:06:39,359 --> 01:06:41,656
of classic and new music

1052
01:06:41,691 --> 01:06:46,694
here in the Supersense
Analog Palace in Vienna.

1053
01:06:47,730 --> 01:06:52,139
Your magnificent playing has
been recorded right back there

1054
01:06:52,768 --> 01:06:54,141
direct to disc.

1055
01:06:54,176 --> 01:06:56,176
So this is not a pressing,

1056
01:06:56,211 --> 01:06:58,706
this is direct from
the microphones

1057
01:06:58,741 --> 01:07:01,313
to the cutting head to the disc,

1058
01:07:01,348 --> 01:07:03,414
which is unprecedented.

1059
01:07:03,449 --> 01:07:05,152
And I just want to say thank you

1060
01:07:05,187 --> 01:07:10,190
for being part of the renaissance of
this classic music

1061
01:07:11,556 --> 01:07:13,204
and the renaissance of analog
history here in Vienna.

1062
01:07:13,228 --> 01:07:15,162
So thank you very much.

1063
01:07:15,197 --> 01:07:16,197
Thank you.

1064
01:07:52,630 --> 01:07:53,860
At Impossible,

1065
01:07:53,895 --> 01:07:57,270
a negotiation was going
on behind closed doors.

1066
01:07:57,305 --> 01:08:00,636
It's the dream to reunite
The Impossible Project

1067
01:08:00,671 --> 01:08:02,704
with the Polaroid brand.

1068
01:08:02,739 --> 01:08:06,345
If this works out, it
will be Slava and Oskar

1069
01:08:06,380 --> 01:08:08,314
who will make this dream happen.

1070
01:08:29,403 --> 01:08:30,270
Is everybody here?

1071
01:08:30,305 --> 01:08:31,370
Cool.

1072
01:08:31,405 --> 01:08:32,899
All right, so we can start.

1073
01:08:32,934 --> 01:08:36,309
So I think this
is the first time

1074
01:08:36,344 --> 01:08:38,311
where I don't feel
like I'm bullshitting

1075
01:08:38,346 --> 01:08:41,710
that I'm saying The Impossible
Project is a success.

1076
01:09:06,869 --> 01:09:08,407
Okay, so let's go through this.

1077
01:09:08,442 --> 01:09:11,608
So Polaroid acquired
by new ownership group

1078
01:09:11,643 --> 01:09:13,808
led by the Smolokowski family.

1079
01:09:13,843 --> 01:09:17,284
The new owners acquired
100% of the shares.

1080
01:09:17,319 --> 01:09:19,649
Mr. Smolokowski is also
majority shareholder

1081
01:09:19,684 --> 01:09:20,914
of The Impossible Project,

1082
01:09:20,949 --> 01:09:22,322
the company that purchased

1083
01:09:22,357 --> 01:09:25,391
the last remaining
Polaroid factory in 2008

1084
01:09:25,426 --> 01:09:28,427
and continues to
manufacture instant film

1085
01:09:28,462 --> 01:09:30,429
for legacy Polaroid cameras.

1086
01:09:30,464 --> 01:09:32,398
The day we
flew the Polaroid flag

1087
01:09:32,433 --> 01:09:35,797
at the factory again was huge.

1088
01:09:56,919 --> 01:09:58,622
We're also very
pleased to welcome

1089
01:09:58,657 --> 01:10:00,921
the ownership group
to the Polaroid family

1090
01:10:00,956 --> 01:10:03,264
and excited to begin
writing the next chapter

1091
01:10:03,299 --> 01:10:04,859
in the story of
the Polaroid brand.

1092
01:10:23,616 --> 01:10:26,551
In 2008, obviously Doc
started The Impossible Project

1093
01:10:26,586 --> 01:10:31,589
and now in 2017, we're
becoming Polaroid,

1094
01:10:32,658 --> 01:10:33,954
which I honestly didn't expect.

1095
01:10:33,989 --> 01:10:35,494
Obviously, thanks to you guys.

1096
01:10:37,729 --> 01:10:40,829
It really felt
like a brand new company.

1097
01:10:40,864 --> 01:10:43,634
Finally, even the film worked.

1098
01:10:44,403 --> 01:10:46,604
You know Polaroid's
goal and Dr. Land's goal

1099
01:10:46,639 --> 01:10:48,606
for a camera like this was

1100
01:10:48,641 --> 01:10:51,807
this is the most important
part, this red button.

1101
01:10:51,842 --> 01:10:55,844
So if I, all I should have
to do is press the button.

1102
01:10:57,584 --> 01:10:59,617
This is our film that
we've been selling

1103
01:10:59,652 --> 01:11:02,356
and this is our new film.

1104
01:11:05,526 --> 01:11:06,392
The biggest thing I think

1105
01:11:06,427 --> 01:11:08,296
that a customer will
see right off the bat

1106
01:11:08,331 --> 01:11:10,463
is that it's a faster
developing film.

1107
01:11:10,498 --> 01:11:13,334
It's the most instant
film that we've made.

1108
01:11:13,369 --> 01:11:15,600
In my mind, it's
really the first film

1109
01:11:15,635 --> 01:11:17,767
that's worthy of
being called instant.

1110
01:11:17,802 --> 01:11:18,966
Is that important?

1111
01:11:19,001 --> 01:11:19,901
Yeah, it is.

1112
01:11:19,936 --> 01:11:21,375
If you think of a magician

1113
01:11:21,410 --> 01:11:22,970
who's gonna pull a
rabbit out of a hat,

1114
01:11:23,005 --> 01:11:25,577
well if it takes 20 minutes
for him to get it out,

1115
01:11:25,612 --> 01:11:28,679
chances are it's not gonna
be a very effective act.

1116
01:11:28,714 --> 01:11:30,582
But if it's fast,

1117
01:11:30,617 --> 01:11:32,980
then obviously it
makes a difference.

1118
01:11:33,015 --> 01:11:34,718
Here you can see

1119
01:11:34,753 --> 01:11:38,018
that there's already a
recognizable image here

1120
01:11:38,053 --> 01:11:39,921
and here there's nothing.

1121
01:11:39,956 --> 01:11:41,659
So at this point,

1122
01:11:41,694 --> 01:11:43,705
we're three or four minutes
into the development process

1123
01:11:43,729 --> 01:11:46,895
and you can now see this one
is fairly well-developed.

1124
01:11:46,930 --> 01:11:49,601
This is gonna be the new
Polaroid Originals film.

1125
01:11:51,902 --> 01:11:53,572
A customer doesn't
have to know anything

1126
01:11:53,607 --> 01:11:54,936
about the complexity
of the film.

1127
01:11:54,971 --> 01:11:57,015
All they have to know is how
to take it out of the carton

1128
01:11:57,039 --> 01:11:58,808
and put it into the camera.

1129
01:12:01,516 --> 01:12:03,714
The kind of three things
that have happened

1130
01:12:03,749 --> 01:12:07,080
that are really changing the
dynamics of the entire company.

1131
01:12:07,115 --> 01:12:10,622
One is the quality of the
film has gotten better

1132
01:12:10,657 --> 01:12:12,624
and it's finally
gotten more instant

1133
01:12:12,659 --> 01:12:13,801
and it's finally
gotten to be instant.

1134
01:12:13,825 --> 01:12:17,123
Another is that we
have a really nice

1135
01:12:17,158 --> 01:12:19,928
lower cost brand new camera.

1136
01:12:19,963 --> 01:12:21,897
And the third is that
we're combining those two

1137
01:12:21,932 --> 01:12:24,636
with this world famous brand.

1138
01:12:24,671 --> 01:12:28,706
And that's gonna change the
whole dynamics of the company.

1139
01:13:12,653 --> 01:13:14,785
We had witnessed
a bit of a miracle.

1140
01:13:14,820 --> 01:13:18,855
The 1940s tech was back in 2018.

1141
01:13:18,890 --> 01:13:22,892
It worked and it was
called Polaroid again.

1142
01:13:22,927 --> 01:13:26,896
Oskar and Doc had pulled
the rabbit from that hat.

1143
01:13:29,065 --> 01:13:30,735
I was 22 when
I joined the project

1144
01:13:30,770 --> 01:13:34,101
and obviously I had no idea
it would become my whole life.

1145
01:13:35,478 --> 01:13:36,686
I mean there were
years on the journey

1146
01:13:36,710 --> 01:13:38,908
where I definitely
wanted to quit.

1147
01:13:38,943 --> 01:13:41,911
But every year there
was more to be done

1148
01:13:41,946 --> 01:13:45,453
and it felt too important to
even think about anything else.

1149
01:13:46,122 --> 01:13:47,785
So before I knew it, I was 30

1150
01:13:47,820 --> 01:13:51,184
and this project indeed
became my whole life.

1151
01:13:51,219 --> 01:13:55,089
We are one big Polaroid
Impossible family today.

1152
01:14:05,805 --> 01:14:06,704
I wanted to thank everybody

1153
01:14:06,740 --> 01:14:08,872
who made Impossible
Project a reality today.

1154
01:14:08,907 --> 01:14:10,742
Thank you so much.

1155
01:14:13,043 --> 01:14:15,142
80 years ago to the day,

1156
01:14:15,177 --> 01:14:16,913
right here in New York,

1157
01:14:16,948 --> 01:14:20,950
Edwin Land had founded
the Polaroid Corporation.

1158
01:14:20,985 --> 01:14:23,887
How rare is it that
such a company,

1159
01:14:23,922 --> 01:14:28,694
analog and totally not Silicon
Valley rises from the ashes?

1160
01:14:29,363 --> 01:14:31,994
The underdog was proven right.

1161
01:14:32,931 --> 01:14:33,931
What an achievement.

1162
01:14:36,770 --> 01:14:38,803
Doc would have been proud.

1163
01:14:39,806 --> 01:14:43,071
But no one had made sure
he was there that night.

1164
01:14:55,822 --> 01:14:58,218
I was standing for the
romantic, passionate,

1165
01:14:58,253 --> 01:15:00,957
dreamy, crazy part.

1166
01:15:00,992 --> 01:15:03,091
That was super important
in the beginning.

1167
01:15:04,193 --> 01:15:06,699
I think it was a
beautiful love affair.

1168
01:15:06,734 --> 01:15:08,294
And as you know,

1169
01:15:08,329 --> 01:15:12,067
not everything goes very
easy in love affairs.

1170
01:15:13,873 --> 01:15:17,611
It had many twists
and many discussions

1171
01:15:17,646 --> 01:15:21,076
but it was a big challenge
with a lot of up and downs.

1172
01:15:24,081 --> 01:15:27,588
Of course, without shite and
failure and making mistakes

1173
01:15:27,623 --> 01:15:29,183
there is no progress.

1174
01:15:29,218 --> 01:15:31,856
But this is the thing,
you know, try it.

1175
01:15:32,525 --> 01:15:34,529
Is it the failure that I'm not,

1176
01:15:36,632 --> 01:15:39,897
or do I feel sad because
I'm not actively involved

1177
01:15:39,932 --> 01:15:41,063
in Polaroid nowadays?

1178
01:15:41,098 --> 01:15:43,637
Yeah sometimes yes, of course,

1179
01:15:43,672 --> 01:15:45,573
because I thought
this would be my dream

1180
01:15:45,608 --> 01:15:48,268
and especially I
promised to my wife,

1181
01:15:48,303 --> 01:15:49,874
this is the last project,

1182
01:15:49,909 --> 01:15:52,107
you know, this
time it works out.

1183
01:15:52,142 --> 01:15:54,978
But on the other hand, I
would never be sitting here

1184
01:15:56,685 --> 01:15:58,949
if things had not
evolved like that

1185
01:15:58,984 --> 01:16:03,283
and I have the feeling, okay,
the whole Polaroid story,

1186
01:16:03,318 --> 01:16:05,351
maybe this was just the warmup

1187
01:16:05,386 --> 01:16:07,793
for many other projects to do.

1188
01:16:07,828 --> 01:16:08,992
There are many other places

1189
01:16:09,027 --> 01:16:11,027
to take care that they
are not vanishing.

1190
01:16:13,999 --> 01:16:15,900
I think I scare a lot of people,

1191
01:16:16,569 --> 01:16:19,266
but my hope is that some people

1192
01:16:19,301 --> 01:16:21,136
are inspired to
think out of the box

1193
01:16:21,171 --> 01:16:25,943
and maybe try things that
at first are impossible.

1194
01:16:29,685 --> 01:16:31,212
It didn't take Doc long

1195
01:16:31,247 --> 01:16:34,314
to find a new
impossible love affair,

1196
01:16:34,349 --> 01:16:36,624
the most analog place

1197
01:16:36,659 --> 01:16:39,759
he had ever laid his
eyes on needed saving,

1198
01:16:39,794 --> 01:16:42,927
a 1902 car hotel outside Vienna

1199
01:16:42,962 --> 01:16:47,767
that had stood empty but fully
functional since the 1970s

1200
01:16:47,802 --> 01:16:52,266
waiting for the right Doc
Quixote to kiss it back to life.

1201
01:16:57,240 --> 01:17:00,307
This is Südbahnhotel
up in Semmering,

1202
01:17:00,342 --> 01:17:02,683
a very special car
hotel close to Vienna

1203
01:17:02,718 --> 01:17:07,281
and the last guest
checked out 42 years ago.

1204
01:17:08,251 --> 01:17:09,855
It's part of a crazy vision

1205
01:17:09,890 --> 01:17:13,958
of bringing analog treasures
and pleasures to the people

1206
01:17:13,993 --> 01:17:15,421
and help people remember

1207
01:17:15,456 --> 01:17:18,193
that places like that
built over centuries

1208
01:17:18,228 --> 01:17:20,701
are important, even
in a digital world.

1209
01:17:21,704 --> 01:17:23,231
We have to open this hotel.

1210
01:17:23,266 --> 01:17:24,672
It's not a question.

1211
01:17:24,707 --> 01:17:26,168
It's not even think about it.

1212
01:17:44,188 --> 01:17:48,157
As you can imagine, my wife
kills me because she says,

1213
01:17:48,192 --> 01:17:51,798
"Can you finally
concentrate on one thing?

1214
01:17:51,833 --> 01:17:56,264
Can you do one thing and
you know, have it done?"

1215
01:17:56,299 --> 01:17:58,200
And I just say,

1216
01:17:58,235 --> 01:18:00,466
"It's always exactly
the same thing.

1217
01:18:00,501 --> 01:18:03,436
This is exactly what
it is all about."

1218
01:18:12,051 --> 01:18:14,348
The owners love this hotel,

1219
01:18:14,383 --> 01:18:17,417
but every McKinsey consultant
has been telling them

1220
01:18:17,452 --> 01:18:19,452
it's impossible to reopen,

1221
01:18:19,487 --> 01:18:23,390
uneconomical, not
profitable, blah, blah, blah.

1222
01:18:23,425 --> 01:18:28,032
Until Doc came along with
his style of business plan.

1223
01:18:28,067 --> 01:18:30,903
Just give it a good clean,
don't change a thing,

1224
01:18:30,938 --> 01:18:33,202
it's perfect already,
can't you see?

1225
01:18:59,494 --> 01:19:02,968
Saving the Südbahnhotel
would require passion

1226
01:19:03,003 --> 01:19:04,398
and a lot of money.

1227
01:19:04,433 --> 01:19:08,501
Doc had plenty of the former
and none of the latter.

1228
01:19:08,536 --> 01:19:13,110
But then he got an email from
the most unlikely of senders.

1229
01:19:15,543 --> 01:19:19,083
Doc was headed to Silicon
Valley of all places

1230
01:19:19,118 --> 01:19:23,450
and there, rather less
impressively located in a swamp,

1231
01:19:23,485 --> 01:19:26,761
sat one of the world's
largest companies ever.

1232
01:19:38,269 --> 01:19:40,566
The whole world had begun
wondering about Facebook,

1233
01:19:40,601 --> 01:19:44,273
but few people had seen
it from the inside.

1234
01:19:44,308 --> 01:19:46,847
Doc strolled right in.

1235
01:19:46,882 --> 01:19:49,146
He had a question for
Mark and his team.

1236
01:19:52,514 --> 01:19:54,580
I don't know exactly
what will happen

1237
01:19:54,615 --> 01:19:58,023
but I have a feeling it's
just important to keep going.

1238
01:19:58,058 --> 01:19:59,860
It's a big question.

1239
01:19:59,895 --> 01:20:01,488
And even the guys
who founded it said,

1240
01:20:01,523 --> 01:20:03,061
"Okay, this is out of control."

1241
01:20:04,163 --> 01:20:05,591
In the beginning,

1242
01:20:05,626 --> 01:20:08,066
when we started a film with
the Impossible factory,

1243
01:20:08,101 --> 01:20:10,233
this was a universe
that didn't care.

1244
01:20:10,268 --> 01:20:13,874
And over the years, this
has totally changed.

1245
01:20:13,909 --> 01:20:16,844
Everybody called me crazy.

1246
01:20:16,879 --> 01:20:18,318
And now I think
more and more people

1247
01:20:18,342 --> 01:20:21,211
think Facebook is crazy
and out of their mind.

1248
01:20:24,018 --> 01:20:25,446
It was Scott Bones

1249
01:20:25,481 --> 01:20:29,956
of something with the promising
name of Analog Research Lab

1250
01:20:29,991 --> 01:20:31,254
who had got in touch.

1251
01:20:31,289 --> 01:20:32,422
"Dear Doc,

1252
01:20:32,457 --> 01:20:34,301
The mission you're on and the
story you're looking to tell

1253
01:20:34,325 --> 01:20:35,555
is very close to my heart

1254
01:20:35,590 --> 01:20:37,931
and right in our sweet
spot here at Facebook.

1255
01:20:37,966 --> 01:20:39,471
This is a very different
kind of project

1256
01:20:39,495 --> 01:20:41,363
so I'm not even
sure where to start.

1257
01:20:41,398 --> 01:20:43,376
A few of us had an interesting
meeting on Wednesday

1258
01:20:43,400 --> 01:20:45,235
that ties into things like this

1259
01:20:45,270 --> 01:20:47,600
and we'd absolutely love
to have you out to visit

1260
01:20:47,635 --> 01:20:49,041
and talk more with us.

1261
01:20:49,076 --> 01:20:50,636
We're actively
pursuing opportunities

1262
01:20:50,671 --> 01:20:53,881
to reach out into the real
world in a positive way

1263
01:20:53,916 --> 01:20:55,619
and have stories like
this that we can share,

1264
01:20:55,643 --> 01:20:57,445
especially as I feel
like we're in the middle

1265
01:20:57,480 --> 01:20:59,986
of a really important
moment in time right now.

1266
01:21:02,089 --> 01:21:03,385
Talk soon, Scott."

1267
01:21:06,555 --> 01:21:07,928
"Yes Scott,

1268
01:21:07,963 --> 01:21:10,656
your words, even if
just received digitally

1269
01:21:10,691 --> 01:21:13,967
are full of delicious
analog energy

1270
01:21:14,002 --> 01:21:18,400
and I urgently need to meet
you again and dive deeper.

1271
01:21:18,435 --> 01:21:22,140
I 150% agree that
Facebook urgently

1272
01:21:22,175 --> 01:21:27,013
need a deep cultural
consciousness",

1273
01:21:27,048 --> 01:21:30,247
I probably looked this
up in the dictionary,

1274
01:21:30,282 --> 01:21:32,381
"Reconnecting you
to the real world

1275
01:21:32,416 --> 01:21:34,988
and all your fantastic senses.

1276
01:21:35,023 --> 01:21:37,650
Can't wait to discuss
this face to face.

1277
01:21:37,685 --> 01:21:39,927
Excited talk."

1278
01:21:48,498 --> 01:21:50,135
Think different.

1279
01:21:50,170 --> 01:21:52,071
That was once the motto here

1280
01:21:52,106 --> 01:21:54,975
in the land of Google,
Facebook and Apple,

1281
01:21:55,010 --> 01:21:58,176
the cradle of our digital world.

1282
01:21:58,211 --> 01:22:00,277
Doc came to remind them of it.

1283
01:22:01,676 --> 01:22:03,016
These companies,

1284
01:22:03,051 --> 01:22:06,184
they start building
a parallel universe.

1285
01:22:07,649 --> 01:22:09,220
All these employees there,

1286
01:22:09,255 --> 01:22:10,683
basically, there's no reason

1287
01:22:10,718 --> 01:22:13,455
for them to live or think
outside that universe.

1288
01:22:15,129 --> 01:22:18,966
So how can they solve the
problems in the real world

1289
01:22:19,001 --> 01:22:20,561
when they don't
even know about it?

1290
01:22:23,104 --> 01:22:24,499
Yeah, just a website.

1291
01:22:26,140 --> 01:22:29,702
10,000 people are working
on one website, it's crazy.

1292
01:22:33,378 --> 01:22:36,445
Somehow it felt like
being in a movie.

1293
01:22:36,480 --> 01:22:39,613
It's not at all
connected to reality.

1294
01:22:44,224 --> 01:22:46,323
Yes, in a genuine

1295
01:22:46,358 --> 01:22:49,161
life is stranger
than fiction turn,

1296
01:22:49,196 --> 01:22:50,657
Doc discovered that

1297
01:22:50,692 --> 01:22:53,396
at the very center of
Facebook headquarters

1298
01:22:53,431 --> 01:22:55,365
where you would least expect it,

1299
01:22:55,400 --> 01:22:58,368
there really was an
analog heart beating.

1300
01:23:01,637 --> 01:23:02,677
- Hello, welcome.
- Hello.

1301
01:23:04,178 --> 01:23:05,375
I'm Dana Martin.

1302
01:23:05,410 --> 01:23:07,344
I'm the programming
manager here at Facebook.

1303
01:23:07,379 --> 01:23:08,543
Doc hey.

1304
01:23:08,578 --> 01:23:10,226
I'm Scott Bones, I'm
the graphic design lead

1305
01:23:10,250 --> 01:23:12,349
here at Facebook in the
Analog Research Lab.

1306
01:23:12,384 --> 01:23:15,220
Wow, thank you so much
for having me here

1307
01:23:15,255 --> 01:23:18,091
on this I think
very special place.

1308
01:23:18,126 --> 01:23:19,488
Yeah, very happy to have you.

1309
01:23:20,359 --> 01:23:22,194
How can this be, honestly?

1310
01:23:23,626 --> 01:23:27,265
It's quite a treat to have
a creative space like this

1311
01:23:27,300 --> 01:23:29,333
at a digital company.

1312
01:23:29,368 --> 01:23:31,368
I think it really
is important for us

1313
01:23:31,403 --> 01:23:33,513
when we're trying to build
bridges within our community

1314
01:23:33,537 --> 01:23:36,208
and it definitely
expands to our mission

1315
01:23:36,243 --> 01:23:38,375
and our goal of connecting
the whole world.

1316
01:23:40,181 --> 01:23:41,719
We definitely fit
into Facebook culture

1317
01:23:41,743 --> 01:23:44,480
and we've been called the
heart and soul of Facebook.

1318
01:23:44,515 --> 01:23:47,219
And Facebook's mission is
to connect the whole world

1319
01:23:47,254 --> 01:23:48,759
and bring the whole
world closer together.

1320
01:23:48,783 --> 01:23:50,783
I think analog and research

1321
01:23:50,818 --> 01:23:53,720
really speaks to how we
want people to slow down.

1322
01:23:53,755 --> 01:23:55,260
Humans are the only animal

1323
01:23:55,295 --> 01:23:58,164
that can not only think
of what is but what isn't.

1324
01:23:58,199 --> 01:24:01,398
So we can see the impossible
and bring it to fruition.

1325
01:24:01,433 --> 01:24:04,731
I really love the name
Analog Research Lab.

1326
01:24:04,766 --> 01:24:07,272
And what would be your
answer when I ask you,

1327
01:24:07,307 --> 01:24:09,241
what is the smell of Facebook?

1328
01:24:10,177 --> 01:24:12,805
I think it would be different
for different people.

1329
01:24:12,840 --> 01:24:16,215
I mean in here we
come in and we smell

1330
01:24:17,416 --> 01:24:19,548
the dust that settles
on things in the room

1331
01:24:19,583 --> 01:24:23,552
or a can of ink
or a can of paint.

1332
01:24:23,587 --> 01:24:24,751
Are we talking about

1333
01:24:24,786 --> 01:24:27,622
the people working
here as a community or?

1334
01:24:27,657 --> 01:24:30,295
I find myself spending
less time online

1335
01:24:30,330 --> 01:24:32,792
than I think I did before
I started working here,

1336
01:24:32,827 --> 01:24:33,926
which is a little ironic.

1337
01:24:33,962 --> 01:24:38,105
But I think that just speaks
to how much we really value

1338
01:24:38,140 --> 01:24:40,371
and how we want to
impact the world.

1339
01:24:59,260 --> 01:25:04,263
So, Facebook had a
soul after all and a smell?

1340
01:25:04,793 --> 01:25:06,199
Doc wasn't so sure,

1341
01:25:06,234 --> 01:25:08,432
but always one for
going the other way,

1342
01:25:08,467 --> 01:25:10,401
he put it to a test.

1343
01:25:10,436 --> 01:25:13,701
He attempted some kind
of analog judo grip.

1344
01:25:13,736 --> 01:25:16,638
Doc's plan was to
persuade Facebook

1345
01:25:16,673 --> 01:25:21,445
to cohost his long cherished
Analog Superheroes Dinner

1346
01:25:21,480 --> 01:25:23,117
at the Südbahnhotel.

1347
01:25:24,318 --> 01:25:25,358
So this is our invitation?

1348
01:25:25,385 --> 01:25:26,747
Invitation for the big evening

1349
01:25:26,782 --> 01:25:28,749
that will change the
future of analog.

1350
01:25:30,588 --> 01:25:33,358
But we have to talk about
the guest list, right?

1351
01:25:33,393 --> 01:25:34,854
12 people.

1352
01:25:34,889 --> 01:25:36,372
12 to 15 I think was
sort of the magic,

1353
01:25:36,396 --> 01:25:37,824
seemed like the magic number.

1354
01:25:42,237 --> 01:25:44,171
Yeah, this is a dinner menu,

1355
01:25:44,206 --> 01:25:47,933
not boring food, but
food for thought.

1356
01:25:47,968 --> 01:25:49,506
Yeah, exactly, very good.

1357
01:25:49,541 --> 01:25:51,541
So we thought it's
not just about

1358
01:25:51,576 --> 01:25:53,279
sitting together and being nice,

1359
01:25:53,314 --> 01:25:56,282
but we have some
really crucial answers.

1360
01:25:56,317 --> 01:25:58,548
How does digital smell?

1361
01:25:58,583 --> 01:26:00,517
Does digital make any sense?

1362
01:26:01,883 --> 01:26:03,553
After a long period

1363
01:26:03,588 --> 01:26:06,292
of analog companies trying
hard to become digital,

1364
01:26:06,327 --> 01:26:09,460
I think it's now time
for the digital companies

1365
01:26:09,495 --> 01:26:12,463
to start thinking of how
to connect with people

1366
01:26:12,498 --> 01:26:14,333
in analog ways.

1367
01:26:14,368 --> 01:26:15,467
So here we go.

1368
01:26:15,503 --> 01:26:18,634
You can already kind of see
some of the image on there.

1369
01:26:18,669 --> 01:26:20,240
It looks very harmonic.

1370
01:26:20,275 --> 01:26:22,440
Yes and there
is a harmony to it.

1371
01:26:22,475 --> 01:26:25,905
We're mixing up something
that started digital

1372
01:26:25,940 --> 01:26:28,248
and it's transforming
back to analog.

1373
01:26:28,283 --> 01:26:31,185
This is something you
can't do digitally.

1374
01:26:31,880 --> 01:26:32,978
I take a picture.

1375
01:26:33,013 --> 01:26:34,254
This is fine for you?

1376
01:26:34,289 --> 01:26:35,289
Yeah.

1377
01:26:36,291 --> 01:26:37,521
Don't move, don't move.

1378
01:26:37,556 --> 01:26:40,590
It's black and white film,
Scott, unfortunately.

1379
01:26:44,299 --> 01:26:45,562
Okay.

1380
01:26:45,597 --> 01:26:48,235
So these two colors stand
for analog and digital.

1381
01:26:48,270 --> 01:26:51,238
I think the analog should
be the bright color.

1382
01:26:54,573 --> 01:26:57,475
This is not about
good or bad or evil

1383
01:26:57,510 --> 01:27:00,808
This is about how
can we create a world

1384
01:27:00,843 --> 01:27:02,612
where there's a balance again.

1385
01:27:05,386 --> 01:27:06,682
This is the future baby.

1386
01:27:07,718 --> 01:27:08,718
Look at it.

1387
01:27:11,755 --> 01:27:16,626
Why I end up co-hosting this
amazing evening with Facebook,

1388
01:27:17,860 --> 01:27:20,597
you know a lot of bad
things are happening.

1389
01:27:20,632 --> 01:27:24,733
But again, I think this
is the perfect moment

1390
01:27:24,768 --> 01:27:26,735
to start acting against it.

1391
01:27:27,705 --> 01:27:28,604
This is not just about Facebook.

1392
01:27:28,640 --> 01:27:31,971
This is about if you
want to change the world

1393
01:27:32,006 --> 01:27:35,513
you should sit together with
the biggest companies on Earth

1394
01:27:35,548 --> 01:27:36,679
to change something.

1395
01:27:36,714 --> 01:27:39,352
Because with my
friends and old guys,

1396
01:27:39,387 --> 01:27:41,519
we can sit together
having many beers,

1397
01:27:41,554 --> 01:27:43,290
but we will never
change the world.

1398
01:27:46,020 --> 01:27:47,723
Okay, everyone ready?

1399
01:27:47,758 --> 01:27:48,790
Roll sound.

1400
01:27:49,727 --> 01:27:50,957
Roll camera.

1401
01:27:50,992 --> 01:27:52,497
He did it.

1402
01:27:52,532 --> 01:27:53,927
After 42 years,

1403
01:27:53,962 --> 01:27:58,063
Doc had opened the doors to
the Südbahnhotel once again.

1404
01:27:58,098 --> 01:28:01,671
Facebook, Moleskine,
Supersense, Polaroid,

1405
01:28:01,706 --> 01:28:05,972
everyone he wanted to work
together was coming together,

1406
01:28:06,007 --> 01:28:09,514
at least for one
larger than life night

1407
01:28:09,549 --> 01:28:12,044
of enjoying all five senses.

1408
01:28:14,048 --> 01:28:16,719
How can you not
see people sitting here

1409
01:28:16,754 --> 01:28:19,051
having a nice glass of wine,

1410
01:28:19,086 --> 01:28:20,888
walk around this hotel

1411
01:28:20,923 --> 01:28:23,022
and look and have
your own dreams

1412
01:28:23,057 --> 01:28:24,793
of all the things
that happened here?

1413
01:28:24,828 --> 01:28:25,761
It's like cinema.

1414
01:28:25,796 --> 01:28:28,500
It's like you are in the movie.

1415
01:28:28,535 --> 01:28:31,437
♪ Sunny day ♪

1416
01:28:31,472 --> 01:28:34,605
♪ In all its glory ♪

1417
01:28:34,640 --> 01:28:39,643
♪ Hot as the 4th of July ♪

1418
01:28:40,415 --> 01:28:43,482
♪ The wind came in ♪

1419
01:28:43,517 --> 01:28:46,078
♪ And it graced my face ♪

1420
01:28:46,113 --> 01:28:51,325
♪ And it led me to your eyes ♪

1421
01:28:51,987 --> 01:28:54,856
♪ Something told me ♪

1422
01:28:54,891 --> 01:28:57,892
♪ I'd be seeing you again ♪

1423
01:28:57,927 --> 01:29:02,930
♪ But for some reason
I still cried ♪

1424
01:29:03,834 --> 01:29:06,769
♪ Now years have gone by ♪

1425
01:29:06,804 --> 01:29:09,772
♪ I've stood by your side ♪

1426
01:29:09,807 --> 01:29:12,577
♪ But there's
something on my mind ♪

1427
01:29:12,612 --> 01:29:13,809
You know, I started

1428
01:29:13,844 --> 01:29:16,548
because I was in
love with this hotel.

1429
01:29:16,583 --> 01:29:19,815
What more do you need
than you feel happy here

1430
01:29:19,850 --> 01:29:23,456
even if there's no heating
and there's no wine,

1431
01:29:23,491 --> 01:29:24,688
there's no service?

1432
01:29:24,723 --> 01:29:27,394
Nobody is here, but
already you feel happy

1433
01:29:27,429 --> 01:29:28,857
and you can spend hours here.

1434
01:29:30,498 --> 01:29:34,060
You don't need to study
hotel science for 15 years

1435
01:29:34,095 --> 01:29:36,469
to find out that this
is a magic place.

1436
01:29:38,869 --> 01:29:43,542
♪ I, I don't know ♪

1437
01:29:43,577 --> 01:29:45,940
♪ I don't know how ♪

1438
01:29:45,975 --> 01:29:50,417
♪ I don't know how to love you ♪

1439
01:29:50,452 --> 01:29:52,683
♪ No I ♪

1440
01:29:52,718 --> 01:29:55,587
♪ I don't know, baby ♪

1441
01:29:55,622 --> 01:29:57,985
♪ I don't know how ♪

1442
01:29:58,020 --> 01:30:03,023
♪ Said I don't know
how to love you ♪

1443
01:30:03,993 --> 01:30:06,994
♪ Now in the morning ♪

1444
01:30:07,029 --> 01:30:09,898
♪ I reach for your embrace ♪

1445
01:30:09,933 --> 01:30:11,603
♪ 'Cause I know
that you need it ♪

1446
01:30:11,638 --> 01:30:14,001
It was an evening
about celebrating

1447
01:30:14,036 --> 01:30:16,036
everything Doc stands for,

1448
01:30:16,071 --> 01:30:18,709
about falling in love
again with analog

1449
01:30:18,744 --> 01:30:22,009
and the idea that our
lives could be less cold

1450
01:30:22,044 --> 01:30:26,046
if we chose in our
projects more impossible.

1451
01:30:27,852 --> 01:30:30,952
♪ There've been
many, many times ♪

1452
01:30:30,987 --> 01:30:35,990
♪ When my words get
tangled up on the floor ♪

1453
01:30:37,565 --> 01:30:39,730
♪ Oh yeah ♪

1454
01:30:41,096 --> 01:30:43,899
People are sitting
controlled by their computer,

1455
01:30:43,934 --> 01:30:45,835
that's our future.

1456
01:30:45,870 --> 01:30:46,836
There are people in photography

1457
01:30:46,871 --> 01:30:48,684
that are doing beautiful
work, photography work-

1458
01:30:48,708 --> 01:30:51,676
That effort part of it
is really important.

1459
01:30:51,711 --> 01:30:53,975
Thank you everybody for coming.

1460
01:30:54,010 --> 01:30:56,208
It's I think a very
important evening

1461
01:30:56,243 --> 01:30:59,651
but hopefully there
should be some fun.

1462
01:30:59,686 --> 01:31:00,982
I have been asked several times

1463
01:31:01,017 --> 01:31:03,182
what exactly is the
plan for tonight?

1464
01:31:03,217 --> 01:31:05,657
We need more
Doc's in this world.

1465
01:31:05,692 --> 01:31:08,253
It's important to
support the people

1466
01:31:08,288 --> 01:31:10,992
doing good work with
fundamentally good values.

1467
01:31:13,700 --> 01:31:17,097
My question is is
there a role of digital

1468
01:31:17,132 --> 01:31:19,605
making this world
a better place?

1469
01:31:19,640 --> 01:31:21,574
Digital technology in general

1470
01:31:21,609 --> 01:31:23,675
is at the infancy.

1471
01:31:23,710 --> 01:31:28,713
In terms of getting
shit done, it's better.

1472
01:31:29,914 --> 01:31:30,814
We think our
customers are idiots.

1473
01:31:30,849 --> 01:31:32,046
What are you saying?

1474
01:31:32,081 --> 01:31:33,289
I mean we could talk
about digital and analog,

1475
01:31:33,313 --> 01:31:36,523
but the balance of all
things good and evil

1476
01:31:36,558 --> 01:31:40,021
boils down to give people
something real, they grab it.

1477
01:31:40,056 --> 01:31:42,023
What makes us fucking human?

1478
01:31:42,058 --> 01:31:44,960
What makes us human is that
we still have emotions.

1479
01:31:44,995 --> 01:31:46,962
And if we forgot what
the emotions mean,

1480
01:31:46,997 --> 01:31:49,635
let's at least trigger
each other to have

1481
01:31:49,670 --> 01:31:50,911
- those emotions.
- I don't think

1482
01:31:50,935 --> 01:31:51,736
we have to pit them
against each other.

1483
01:31:51,771 --> 01:31:52,572
We don't have to choose.

1484
01:31:52,607 --> 01:31:54,134
We can have both.

1485
01:31:54,169 --> 01:31:57,203
But the problem is we would
not be able to look at both

1486
01:31:57,238 --> 01:32:00,844
if not some people
stand up and do shit

1487
01:32:00,879 --> 01:32:03,176
that nobody else is doing.

1488
01:32:03,211 --> 01:32:05,618
I don't even know for myself

1489
01:32:05,653 --> 01:32:07,587
will I ever succeed

1490
01:32:07,622 --> 01:32:10,084
and not wake up every week

1491
01:32:10,119 --> 01:32:13,087
not knowing exactly
how to pay the bills?

1492
01:32:13,122 --> 01:32:14,924
Analog, digital,
I cannot hear it anymore.

1493
01:32:14,959 --> 01:32:17,564
It's like thinking
about sustainability,

1494
01:32:17,599 --> 01:32:20,160
love and hate and
like and dislike.

1495
01:32:20,195 --> 01:32:22,800
It's so overdigested, you know?

1496
01:32:31,239 --> 01:32:33,272
My wife tends to the theory

1497
01:32:33,307 --> 01:32:36,682
that I'm one of the
world's biggest losers

1498
01:32:36,717 --> 01:32:38,013
at the end of the day

1499
01:32:38,048 --> 01:32:39,718
and I tend to think of

1500
01:32:39,753 --> 01:32:42,985
that I'm one of the most
successful visionaries.

1501
01:32:43,020 --> 01:32:47,627
Maybe in one more difficult year

1502
01:32:47,662 --> 01:32:52,324
or two difficult years
or 10, we will find out.

1503
01:33:04,679 --> 01:33:05,711
Who cares?

1504
01:33:05,746 --> 01:33:07,174
You care

1505
01:33:07,209 --> 01:33:10,342
You are shooting on 35
millimeter, you know?

1506
01:33:13,380 --> 01:33:14,181
Who cares?

1507
01:33:14,216 --> 01:33:15,017
I'm talking about-

1508
01:33:15,052 --> 01:33:15,853
Everybody cares.

1509
01:33:15,888 --> 01:33:17,954
Everybody cares.

1510
01:33:17,989 --> 01:33:20,253
Especially the young
generation cares.

1511
01:33:20,288 --> 01:33:25,093
When they start to roast
their own coffees, they care.

1512
01:33:25,128 --> 01:33:29,361
They just don't know that
places like this exist so-

1513
01:33:31,431 --> 01:33:33,772
Sorry Doc, it's not a business.

1514
01:33:33,807 --> 01:33:35,136
A business?

1515
01:33:35,171 --> 01:33:36,808
What is a business?

1516
01:33:38,306 --> 01:33:39,844
Business?

1517
01:33:39,879 --> 01:33:42,341
What is a business?

1518
01:33:42,376 --> 01:33:44,981
What counts, in what
world business counts?

1519
01:33:46,314 --> 01:33:48,116
No, I don't believe in that.

1520
01:33:58,326 --> 01:34:03,329
♪ No, no regrets ♪

1521
01:34:04,365 --> 01:34:09,709
♪ No, I will have no regrets ♪

1522
01:34:10,511 --> 01:34:15,110
♪ All the things
that went wrong ♪

1523
01:34:16,476 --> 01:34:21,688
♪ For at last, I have
learned to be strong ♪

1524
01:34:24,484 --> 01:34:29,696
♪ No, no regrets ♪

1525
01:34:30,424 --> 01:34:35,427
♪ No, I will have no regrets ♪

1526
01:34:36,738 --> 01:34:41,675
♪ For the grief doesn't last ♪

1527
01:34:42,744 --> 01:34:46,713
♪ It is gone ♪

1528
01:34:46,748 --> 01:34:51,751
♪ I forgot too fast ♪

1529
01:34:52,446 --> 01:34:55,722
♪ And the memories I have ♪

1530
01:34:55,757 --> 01:34:58,857
♪ I no longer desire ♪

1531
01:34:58,892 --> 01:35:02,091
♪ Both the good and the bad ♪

1532
01:35:02,126 --> 01:35:05,358
♪ I flung out in the fire ♪

1533
01:35:05,393 --> 01:35:08,427
♪ And I feel in my heart ♪

1534
01:35:08,462 --> 01:35:11,837
♪ That a seed has been sown ♪

1535
01:35:11,872 --> 01:35:15,071
♪ It is something quite new ♪

1536
01:35:15,106 --> 01:35:20,109
♪ It's like nothing I've known ♪

1537
01:35:24,247 --> 01:35:29,250
♪ No, no regrets ♪

1538
01:35:30,484 --> 01:35:35,487
♪ No, I will have no regrets ♪

1539
01:35:36,289 --> 01:35:41,064
♪ All the things
that went wrong ♪

1540
01:35:42,298 --> 01:35:47,235
♪ For at last, I have
learned to be strong ♪

1541
01:35:48,876 --> 01:35:53,879
♪ No, no regrets ♪

1542
01:35:54,581 --> 01:35:59,753
♪ No, I will have no regrets ♪

1543
01:36:00,888 --> 01:36:05,451
♪ For the seed that is new ♪

1544
01:36:06,894 --> 01:36:10,390
♪ It's the love ♪

1545
01:36:10,425 --> 01:36:13,932
♪ That is growing for you ♪