Polaroid instant picture cameras filled a niche market in 1960s photography. With the introduction of Polaroid's instant colour pictures in 1962, the photographer no longer had to send pictures off to a laboratory for processing; s/he just pulled a tab at the end of the film, waited 50 seconds then peeled off the backing to reveal the full-colour picture. In tune with the vibrant 'swinging '60s', Polaroid called their new instant colour camera the `Swinger'.