Of all the forms of photography you'd expect to have been sidelined by the smartphone onslaught, instant film would have to top the list. Sure, the unique (and useless) ritual of shaking your pictures to speed up development has a special place in the hearts of many. But the traditional advantages of instant cameras — ease of use, shareability, and the ability to see your photo straight away — are matched point-for-point by the tiny shooter embedded in your phone. Instagram didn't base its logo on a Polaroid Land Camera for nothing.

But that hasn't stopped Fujifilm's Instax cameras from achieving wide success in Asia and beyond, and now the company is gunning for the US with the new Mini 90 camera. “[Instax has] become wildly popular in a lot of the Asian markets and it's a very, very important product to Fujifilm worldwide,” says Bing Liem, Fujifilm’s VP of sales. “It’s been growing very nicely in the US but, based on the population that we have, obviously the penetration should be a lot higher.” Now the company wants to convince Americans that instant cameras are more than just toys.

The Instax Mini 90 Neo Classic Instant Camera — to give it its full name — is Fujifilm’s attempt to appeal to the serious photographer. It features a retro-inspired design with clear nods to Fujifilm's beautiful X-series cameras like the X100S. It also promises to give enthusiasts a higher degree of control over their photos, with more settings and features such as multiple exposure and a bulb mode. If ever there were an Instax camera to break out of the teenage-girl demographic, this would be it. But at $199.99, turning other US customers on to instant film in 2014 may not be the easiest task.