Here is the press release by Polaroid company.

Last year at CES we had a huge announcement with our partnership with Lady Gaga as our creative director. This year, we promise its going to be really something as we will finally be starting to let everyone see what we have been up to all year. We couldn’t be more excited to share with the world.

We are teasing everyone with the image on the homepage, and with our swanky party invite for Thursday the 6th. The headline reads “GREY REVEALED” everyone will understand why at 3:30 PM on the 6th! A number of blogs like engadget, crunchgear and ISO50 have covered this invite; speculating what this is all about. We won’t let the story out of the bag here, but stay tuned to this site and our Facebook feeds as this will always be up to the minute with press releases, some amazing live streamed content direct from CES and lots more images and blog reports.

Another cool thing is that we have created a lot of new content to showcase where we are and where we are going as a company. The video animation of our new Made in Polaroid movement is going live today as well as a story that really moves us, based on the work our Chairman is doing called Hope is a Game Changer.

Last but not least: With our new product to share we needed a new showcase at CES, so we are really proud to have a new booth – but its really more of a new experience.

This year is all about the New Polaroid Instant Experience… get ready – The Countdown has begun.