Remember that "Polaroid" is pretty much nothing now but a name. The old factories, employees, engineers, and much of the IP was sold off by the crook who was the previous owner. The "Polaroid" name now is owned by two investment firm that have a fairly good track record of developing brands in trouble and turning them back into viable businesses. They are smart to be doing high-profile marketing with someone like Lady Gaga.
None of this has much to do with analog photography, except that renewed marketing of the "Polaroid" name might stir interest in the old instant cameras and Fuji Instant products to a small extent.
It is certainly good news for The Impossible Project. People are going to call that product "Polaroid film", no matter what the legal situation is. Whenever Lady Gaga says the word "Polaroid", it is de-facto publicity for The Impossible Project. A great irony would be if The Impossible Project film is so successful that the new Polaroid becomes a distributor or licensee!
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