Engadget reports that Polaroid is killing off the Polaroid film format and attempting to reinvent the brand so it “lives on for the next 30 to 40 years”.

With the advent of digital photography and quick and easy ways to print out your digital shots the format’s days have been numbered for some time now, however it’s still sad to see something so familiar, to so many, on the way out.

Polaroid got its start making polarized sunglasses in the 1930s, and introduced its first instant camera in 1948. Polaroid’s instant film will be available in stores through next year, after which Japan’s Fujifilm will be the only major maker of instant film.

CNN Money has more details: Polaroid shutters the Polaroid