Picture this: A gaggle of 21-year-olds squeeze into a booth, pull the curtain and smile for the camera. After a series of mysterious analog rumblings, the booth expels a tiny strip of prints. The posers crowd in to savor the tiny film prints — and raise their cameras to snap digital images of them.
While boomers blink in puzzlement, legions of digital natives have embraced the old-school ritual and machinery of the photo booth — and the people at San Francisco-based Photomatica are among those building empires on that enthusiasm. Their latest venture: a Photo Booth Museum in Silver Lake, which opens Thursday.
For anyone who grew up with digital photography, a photo booth is a sort of visual adventure — a selfie with “analog magic.” And at $6.50 to $8.50 for a strip of four photos, it’s more affordable than plenty of other entertainment options. Photomatica, one of several companies riding the photo booth wave, has been restoring and operating these contraptions since 2010. This is the company’s second “museum.”
At the new L.A. site at 3827 W. Sunset Blvd. (near Hyperion Avenue), the company has gathered four restored analog photo booths — two of which date to the 1950s — and one digital booth. The 1,350-square-foot space is designed to look “as if you walked into a Wes Anderson movie set,” said spokeswoman Kelsey Schmidt.
The machines are retrofitted to accept credit cards and Apple Pay, but otherwise the technology is original on the old machines — which means no retakes and a 3-to-5-minute wait for image processing. The film-based booths print black-and-white images only; the digital booth offers a choice of color or black and white.
Is this at all like a traditional museum experience? No. It’s a for-profit venture. Though visitors might learn a little about photography history, the core activity is making and celebrating selfies. So far, Schmidt said, the booths have been especially popular with people under 25, especially female visitors.
Photomatica rents out and operates about 250 booths (including bars, restaurants, hotels, music venues and special events) nationwide. The company hatched the museum idea after drawing immediate crowds with a booth in the Photoworks film lab on Market Street in San Francisco’s Castro neighborhood.
On its Thursday opening night, the L.A. Photo Booth Museum will operate from 6 to 10 p.m., offering up a limited number of free photo sessions and key chains. Otherwise, daily hours will be 1 to 9 p.m.
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