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February 2007 Issue

Vol. 5,
No. 2

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View-Master® Advertising Collectibles

View-Master® produced many advertising items to promote selling reels, viewers, cameras and more over the years. Recently in Missouri, a man purchased a store that used to carry View-Master® products. He found several unused View-Master® advertising items stored in the attic.

View-Master® Enamel and Steel Sign
View-Master® Reel Counter Display

View-Master® Enamel and Steel Sign
teel and enamel View-Master® wall sign. This sign is
47-3/4" in diameter and is made to look like a View-Master®
3-D disc.
It is multi-colored as shown with a baked-enamel white background
and reads, "Take Your Vacation HOME. VIEW-MASTER
3-Dimension color pictures."
There were four of these signs inside the wooden shipping crate found in the attic. Three of the signs have been sold and the owner listed the final one on eBay with a starting price of $1,495.

View-Master® Reel Counter Display
This 21 1/2"-diameter View-Master® counter display sign is made to look like a View-Master® reel. This sign is made of heavy (0.075" thick) cardboard with two rear fold-out feet for stability.
It has a satin finish.

The seven pair of pictures around the reel show (starting at the top-and-bottom and moving clockwise) The Wizard of Oz, Royal Canadian Mounted Police, Roy Rogers, Hawaiian Hula, Scenic Niagara Falls, Andersen's Fairy Tales and the Grand Canyon.

Sawyer's View-Master® Theater Mass Display Kit
GAF View-Master® Display Rack Sign

Sawyer's View-Master® Theater Mass Display Kit DS-48
Stock No. 9460

The original 22" x 12-1/2" shipping carton is shown in the foreground in the picture. The kit includes one 18" x 12" colored easel-style stiff-cardstock counter display sign; one 13-3/4" x 10-1/2" lavendar-colored Dy-Quil newspaper mat with three ads coded VMM-805, VMM-806 and VMM-807; one 8-1/2" x 11" 4-page View-Master Theater merchandising brochure; and one 2-sided 8-1/2" x 11" print-ad sheet with the same three VMM ad copies as the newspaper mat. The USPS postmark label on the carton reads"Nov-7 '67 PORTLAND OREG."

GAF View-Master® Display Rack Sign
This is a 5" x 34-3/4" GAF View-Master® display-rack sign. This sign appears to be made of a masonite-type board material. It has three
mounting holes along the horizontal centerline. The white background is a flat finish, and the colors are a satin finish.

Sawyer's View-Master® Projection Display Kit
Sawyer's View-Master® Projection Display Kit

Sawyer's View-Master® Projection Display Kit (Photo 1)
The original 24-1/2" x 12-1/4" x 3-1/2" shipping carton is shown in the left in Photo 1. The label on the front of the carton says View-Master® Projection Display Kit. Inside the carton are the black spackle-finish display base board, the View-Master® sign bracket and sign, the instruction sheets, an extra "200 hour 400-W (projector) lamp" and an 8-5/8" diameter Sawyer's Rototray with 100 2"x2" original View-Master® photo slides. The Rototray carousel is shown in its storage box; the box lid is shown on the right; both box and lid are a textured brown "alligator-hide" finish. The Railway Express Agency shipping label on the outside of the carton reads "Nov. 6 - '63." The slides that came with this set had gone magenta. It is not known if the projector came with the original box as it was not with the rest of the display kit.

Sawyer's View-Master® Projection Display Kit (Photo 2)
Photo 2 shows some of the slides close-up. It is evident that there is still some color in the slides, but they have turned a considerable shade of magenta, even though this Item has been stored indoors away from direct sunlight and heat since it was new.

The 100 slides feature individual pictures of the cover jackets of many of the View-Master® reels available up to the early 1960s. A random inspection of these slides shows Woody Woodpecker, Casper, Snow White, Cinderella, Bambi, America's Man In Space, Popeye, Flintstones, London, Grand Canyon, Bugs Bunny and the Wizard of Oz, to name a few. One of the slides is shown in front of the carousel: The slide frames are 2" x 2"; the picture dimensions are 1-1/2" x 1-1/2".

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TDVision Systems shows 3-D HD System at Las Vegas CES

TDV logoPrototype TDV CamAn Illinois company, TDVision Systems, used the Las Vegas CES show to introduce a new 3-D system that uses a proprietary high-definition camera called the TDVCam. The technology allows images to be recorded simultaneously for both 3-D and 2-D viewers.

The TDVCam captures a 2-D stereoscopic video stream and then converts it to allow 3-D viewing on any 2-D platform.

Any HD camera could be modified to embed TDVision’s proprietary 3-D encoder, which can record and output a compatible 3-D MPEG video stream. Viewers purchasing the TDVisor, a set of $500 3-D goggles with built-in standard-definition video screens and decoders, can view the 2-D images as a 3-D signal. The camera’s 2-D signal operates as usual and can be viewed in any 2-D monitor.

HD versions of the goggles, weighing six ounces, are available in 800 x 600, 1024 x 768 and 1280 x 720 resolutions.

Prototype TDV viewerPrototype TDV visorA viewer using TDVisor goggles can adjust the interocular distance (distance between the eyes). The optics allow an equivalent screen size of 72-inches diagonal at 10-feet for the 800 x 600 version and 108-inches at 10-feet for the HD version. New LCoS are being used to reduce power consumption and the heat problems have been solved completely.

Connecting the TDVisor to a PC and, used with TDVision software, the company says it will enable true 3-D visualization of computer-generated content, animations, videogames and video streams.

The company said it's initially focused on gaming and digital imaging but are working with broadcasters and cable networks to create and deliver 3-D high definition in the near future.

"TDVision can easily add the encoding technology to other cameras because it does not involve optics," said Manuel Gutierrez, TDVision Systems CTO and chairman.

Download TDVision Systems 2007 brochure

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Sea Monsters in 3-D from National Geographic Giant Screen Films

Sea Monsters: A Prehistoric Adventure movie posterNational Geographic will premiere its new giant screen film Sea Monsters: A Prehistoric Adventure in IMAX® and other specialty theaters worldwide on Friday, Oct. 5, 2007, it was announced by Lisa Truitt, president, National Geographic Giant Screen Films.

Presented in both 2-D and 3-D formats, Sea Monsters: A Prehistoric Adventure brings to life some of the most bizarre, ferocious and fascinating creatures to ever inhabit the ocean. The film combines dynamic, state-of-the-art animation with stunning, dramatic recreations in an unforgettable prehistoric adventure. Through the power of the giant screen experience, this journey to the bottom of the ancient oceans will bring audiences face-to-face with some of the most awe-inspiring creatures of all time.

Stunning photo-realistic computer-generated animation transports audiences back to the Late Cretaceous, when a great inland ocean divided North America in two. The film will follow a curious and adventurous dolichorynchops (familiarly known as a 'dolly') as she travels through life's stages, experiencing the world from her spot near the bottom of the food chain. Along the way, she'll encounter long-necked pleisosaurs, giant turtles, enormous fish, ferocious flippered crocs, fierce sharks, and the most dangerous sea monsters of all, the mosasaurs.

Sea Monsters weaves together a series of palaeontological digs from around the globe in a compelling story about scientists working as prehistoric detectives to answer questions about this ancient and mysterious ocean world. Viewers accompany modern and historical palaeontologists to remote locations as they excavate the remains of some of the most awe-inspiring creatures of all time, and together they'll discover fossils which shed light on exactly what happened to the film's incredible cast of characters.

The Sea Monsters: A Prehistoric Adventure video game release will coincide with the Oct. 5, 2007, worldwide premiere of the film.. The game play will be similar to the film, showcasing a prehistoric world that brings sea creatures to life as they journey through Earth's ancient seas. It will be available on the new Nintendo Wii, making full use of the exceptional interactive experience Wii has to offer, as well as on the popular Sony PS2 and Nintendo DS platforms. The game is licensed and will be distributed through Destination Software Incorporated (DSI) in partnership with National Geographic Ventures.

The film's worldwide same-day release will be backed by a unique and robust marketing program, which will leverage other National Geographic assets including the National Geographic Channel, National Geographic magazines and National Geographic online. Additional outside marketing and promotional partnerships will round out the program.

The Sea Monsters: A Prehistoric Adventure film production team has completed principal photography. Sean Phillips is the director. Mose Richards is writer. Producers are Lisa Truitt and Jini Durr. Erica Immucci is associate producer. T.C. Christensen serves as director of photography. Jonathan Shaw is editor. Tim Kelly is executive producer. The film will be distributed worldwide by National Geographic.

Sea Monsters: A Prehistoric Adventure is a production of National Geographic Giant Screen Films and is funded in part by the National Science Foundation.

National Geographic Giant Screen Films is part of National Geographic Ventures (NGV), a wholly owned subsidiary of the National Geographic Society, one of the world's largest nonprofit scientific and educational organizations. Founded in 1888 to "increase and diffuse geographic knowledge," the Society works to inspire people to care about the planet. Building on its global reputation for remarkable visuals and compelling stories, National Geographic Giant Screen Films produces original 2-D and 3-D productions for the world's largest screens. National Geographic Giant Screen Films also retains distribution rights to a portfolio of 23 films. More information is available at nationalgeographic.com.

View the trailer
View a short feature

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3-D TV Could Be Here in Five Years

LG logo3-D television without red-and-blue glasses may reach consumers as early as five years from now, according to an engineer at LG Electronics.

The company showcased its 42-inch 3-D-monitor at the Consumer Electronics Show in Las Vegas, and said the technology will be rolling out later this year for use in advertising.

The technology could be commercialized to the consumer market in five to seven years, said Tae-soo Park, chief research engineer for the optical systems group at a research lab in Seoul, Korea.

The images on the television are not truly three-dimensional in the sense that you can walk around and see the image from the other side like a hologram. Instead the viewing angle for the images is an arc of about 30 degrees in front of the screen.

The demonstration television uses autostereoscopic technology. Stereoscopic art, where illustrators and photographers create the illusion of depth by merging two or more images from slightly different perspectives, has been around for centuries.

LG's 3-D television uses 25 different perspective views to show one image.

The cost to produce content and the newness of the technology in video applications mean it will take a while before the televisions have a practical home in consumer markets, said Park, who has been working on the technology for three years.

"The cost of producing the video is 34 percent more than standard video," he said. But it could be used for commercial applications such as find-your-way maps, advertising and other signage.

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3-D Center of Art and Photography Center News

3-D Center logoThe January 2007 issue of Center News from the 3-D Center of Art and Photography has been published. The newsletter is printed on slick, glossy paper with full color photos. Center News is published quarterly. The issue features an anaglyphic cover photo of cactus plants. The cover photo is by Barry Rothstein from his book, Phantomgrams from Nature, which was the best selling book in the 3-D Center gift store during 2006. More anaglyphic and several stereo pairs are printed inside the issue.


  • Message from the Director by Diane Rulien
  • Reality or Phantogram by Shab Levy
  • Black and White Stereography by David M. Lee
  • News from the Center by Annie Dubinsky
  • Coming to the Center
  • Online Gift Shop Items

Events at the 3-D Center

Jan. 4 - Feb. 18
Landscapes and Interiors by David Lee
This is the second exhibition by Lee since The 3-D Center opened in February 2004.

Feb. 3, 4, 10, 11, 17 and 18
Three weekends of fun for all ages with demonstrations, free admission and giveaways made possible by grants from the Multnomah County Cultural Coalition, the Oregon Cultural Trust and the Regional Arts and Culture Council.

Feb. 22 through April 8
In the Gallery: Transformations by Boris Starosta
In the Theatre: A Case of Levitation by Christopher Schneberger

Public Classes
Introduction to 3-D photography is a four-week class beginning Feb. 7. Instructor is Shab Levy.

More about The 3-D Center
The 3-D Center houses the remainder of the Oliver Wendell Holmes Stereoscopic Research Library and is now the custodian of approximately 650 lbs. of 3-D slides belonging to the PSA Stereo Division. The PSA Stereo Division is the first Club to join Friends of the Center. The 3-D Center is hoping that more stereoscopic organizations and photography clubs will support it.

The 3-D Center is a non-profit corporation dedicated to supporting, promoting and preserving 3-D imagery of all kinds. Write to The 3-D Center for information on making a tax-deductible contribution. Friends of the Center receive Center News (the quarterly newsletter) and 10 percent off gift store and online purchases. Basic individual memberships start at $60. A level 2 family membership is $120 and a supporter membership is $240. Memberships can be paid for using a personal check, VISA or MasterCard.

The 3-D Center of Art and Photography is located at 1928 NW Lovejoy in Portland, Oregon. Hours: Thursday through Sunday, 1 to 5 p.m. First Thursdays, 6 to 9 p.m. Call (503) 227-6667.

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3-D Auction Results
Here are a few 3-D auction results from the past month

Leadville stereoview

A circa 1880 stereoview of Chestnut Street, a main street in Leadville, Colorado, sold for $357.99 with 13 bids. This original rounded corner/flat mount stereo photo measures approximately 7" x 3 7/8" and is mounted on its original, buff colored card mount. It is titled simply "43. Chestnut St., South West" and features a view looking down the center of this busy, bustling street in this early Colorado boomtown. This appears to be an early view of Leadville as there is only a single set of telegraph poles erected on the street as opposed to the tangle of lines seen in later images of Leadville. The view features store fronts with signs and groups of men and horse drawn wagons in the street and on the steps in front of the buildings that line the street. It appears that most of the men in the foreground are looking toward the photographer. Behind them the scene is teaming with activity. The town of Leadville was situated in the heart of the Leadville Mining region. The area was previously settled during the period of Placer Gold Mining around 1860. A town named Ore City was established by the placer miners and in 1861 it had a population of about 5,000. The Placer deposits were quickly played out and by the early 1870's the town of Ore City was nearly deserted. In 1878, a metallurgist named Alvinius Woods and his partner William Stevens visited the area and discovered that the local sands were composed of carbonate of lead with an extremely high silver content. The mother lode was discovered on the side of Iron Hill. This discovery led to the second boom in the area, the silver rush would lead to the founding of Leadville. By the end of 1879 the population in Leadville reached 18,000. It appears that this photograph was taken not long after Leadville was settled the second time. The card is printed on the reverse with extensive text about the town of Leadville as well as credits of the photographer Charles Weitfle of Central City, Colorado. There is a printed image of a Medal awarded in 1878 to Weitfle for his Photographic Views of Colorado Scenery along with other Charles Weitfle credits.

Texas Indian Territory stereoview

A Texas Indian Territory stereoview sold for $302 with five bids. The yellow mounted stereoview showing an Indian on a horse was taken by Martin and Troutman Photographers based in Paris, Illinois.

The Famous Relay House stereoview

A pair of E & H.T. Anthony Civil War stereoviews, both on yellow mounts, sold for $316.11 with eight bids. The stereoviews in the sale were War Views # 813 Gymnastic Field Sports of the Gallant 7th, The Human Period and War Views # 942, The Famous Relay House, on the Baltimore and Ohio Railroad (pictured).

Shaker women stereoview

A stereoview of a group of 10 Shaker women seated in pose for the camera taken by Irving of Troy sold for $650 with nine bids.

A Keystone Stereographic Library, Volumes 1 through 12, sold for $713.44 with six bids. The sale also included the Telebinocular viewer.


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