Until this fall, Polaroid had not made instant cameras and film in about a decade and has instead branched out to licensing its name to other electronic products like televisions, tablets, and even drones. But despite all that, Polaroid is still trying to keep its brand synonymous with the square instant film look. So much so that it’s demanding millions of dollars in royalty payments from Fujifilm, which found continued success with its Instax line after Polaroid exited the instant photography industry in 2008.

This week, Fujifilm filed a formal complaint to a US District Court in New York, claiming that PLR IP, the brand licensor for Polaroid instant cameras, sent the company multiple letters requesting Fujifilm either pay millions in…

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