Phogotraphy

In what may be heralded as one of the most important photographic breakthroughs in recent memory, Pizza Hut has unveiled a pizza box that comes with a lens, thus turning it into a projector. Revolutionary!

The instructions say that you’ll require a smartphone and a darkened room. Then as with any cardboard projector the luminescent image of the screen will be projected and focussed through the lens that comes with the pizza. Ingenious. Perhaps they were inspired by Google’s cardboard Virtual reality system.

Check out the promotional video so you can see how it works:

My initial reaction to this fantastically innovative product is of sorrow that Dominoes hadn’t thought of the idea first, because their pizzas taste so much better! Anyway, that’s beside the point really…

There’s a couple of things that really strike me about what Pizza Hut have done. Firstly, and let’s not kid ourselves, it’s a gimmick, but it’s still innovative and will serve to inspire many young minds into how optics work – This is great.

Secondly, how will photographers and filmmakers make use of the lens and possibly box within a photographic context? It’s a pretty wide aperture, and although we’re given no technical specs it may end up being a very cheap alternative to wetplate photographers or aspiring large format camera builders. I daresay it has the possibility of gaining a cult following from the Lomography community, although Pizza Hut probably aren’t even aware.

The soon to be released Lomography Petzval lens won’t be quaking in its boots any time soon, however you can be absolutely sure the crowd over there will appreciate the thought that’s gone into this.

We’re very much looking forward to seeing this working in real life and of course put into practise as a photography tool. If you’ve seen any attempts or fancy giving it a go yourself please drop us a line using our contact-us form.

We take no responsibility for any hunger pangs experienced whilst reading this article.