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By Marisa Taylor, Reporter, The Wall Street Journal<\/p>\n
If Polaroid wanted attention by hiring Lady Gaga as its new creative director, it certainly succeeded.<\/p>\n
I arrived 45 minutes early for Polaroid\u2019s CES event Thursday, only to find 200 people already crowded into a press pen. The pop star\u2019s music, with lyrics such as \u201cI love your psycho, your vertigo stareschtick,\u201d blared from the speakers (sadly, I know all the words).<\/p>\n
While the brand that created the iconic instantaneous film remains well known around the world, Polaroid filed for bankruptcy in 2008 and was purchased and relaunched in 2009 by PLR IP Holdings. The troubled company made a splash on Tuesday prior to CES with the announcement that Lady Gaga, the 23-year-old singer known as much for her eccentric costumes as for her hit songs \u201cPoker Face\u201d and \u201cPaparazzi,\u201d would serve as a creative director for a \u201cspecialty line of Polaroid imaging products.\u201d Whether or not she will actually have strong creative input remains to be seen.<\/p>\n
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