March 2009

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Mizzou's Heisman View

Mizzou View-Master image courtesy of the Missouri athletic department Missouri sent out 2,500 3-D black View-Master® viewers with a reel of quarterback Chase Daniel to Heisman Trophy voters and other national media.

The View-Master® comes in a box with the logo of the Missouri Tigers and the words Mizzou’s Heisman View.

As the season goes along, MU will send out more disks picturing Daniel’s exploits. Should another Tiger player, say Jeremy Maclin, move into Heisman consideration, the school will send out disks featuring that player as well.

Marketing to Heisman Trophy voters is not new. Fans may not remember much about Ryan Leaf's 1997 Heisman Trophy campaign, but the gimmick used to promote its quarterback is considered one of the most clever. The Washington State sports information department sent a direct mailing to every Heisman pollster and other college football writers nationwide, and inside each envelope was a leaf.

That's it.

No pictures of Leaf in propaganda about Leaf's stats or top postcard with a clever catchphrase.

Leaf finished third in the balloting behind Michigan's Charles Woodson and Tennessee's Peyton Manning, but the campaign was considered a success because of the publicity Leaf and the school received.

It seems college football writers are similarly impressed with the University of Missouri's tactic.

Chase Daniel View-Master reel image courtesy of the Missouri athletic department There are black and gold versions of the Chase Daniel View-Master®, each emblazoned with "Mizzou Football" on the front -- and the images show Daniel in action.

The Chase Daniel View-Master® is popping up on Heisman Trophy blogs, news sites and market research sites. Reaction from pollsters has been overwhelmingly positive and, of course, Mizzou fans are dying to get their hands on one.

A majority of college football writers grew up with the View-Master® as intergral part of their toy collection. Now, those memories are being rekindled thanks to an off-the-wall suggestion in a summer brainstorming session involving the Mizzou sports information and marketing departments.

Assistant media relations director Dave Reiter is credited for the idea, although no one took him seriously at first. "We started talking about it and thought it'd be pretty cool," Chad Moller, Mizzou's assistant athletic director for media relations, told The Columbia Daily Tribune.

Moller admitted Daniel didn't need a gimmick to get attention, but he said, "We've never gone into a season with a top-five Heisman candidate, so we felt like it was something worth trying." Daniel finished fourth in the Heisman balloting last year.

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View-Master® Stops Production of Custom Travel Reels

Branson View-Master setFisher Price who now owns the View-Master® product stopped production of all custom travel reels on Nov. 12, 2008. Mary Ann Sell is writing an article for an upcoming issue of Stereo World magazine that will give details about how this affects tourist locations that did custom runs of single and three-reel sets for souvenir sales.

The Branson, Missouri three-reel set pictured at the right was a three-reel blister pack set custom-produced by the View-Master® factory but financed by a Missouri 3-D photographer for souvenir sales at the live country music tourist location.

The good news is there are several other companies that manufacter reels in the View-Master® format that still produce single custom and commercial reels.

Here is a list of several among thousands of companies that used View-Master® factory produced reels to promote their product or services in the past.

  • 3-D Golf (A Guide to Swing Analysis-12 page book with 5-reels featuring Nicklus, Snead, Trevino, Colbert and Green)
  • A Gustavsberg Upsala-Ekeby Badrum I Farg (Swedish Bathrooms)
  • ACME Beer
  • Act III - Act III Advertising set with viewer and 1 reel, special book and custom box. Set will be tied with string and original tag as distibuted by the theater. Book title is "Theatre Architecture and Auditorium Design."
  • Aero Mayflower Moving Vans
  • Albany Felt (Reels #1, 2 and 3)
  • Allibert (Bathroom cupboards 1965)
  • Alma Paint and Varnish
  • Alsco Aluminum Products
  • American Visionary Art Museum (One reel with specially designed viewer)
  • Anchor Post Fences
  • Andersen Library, R.C. Davenport Inc., Building Blocks of Molecular Structure
  • Anheuser-Busch
  • Ansul Partners in Profit (Fire Extinguisher Franchises)
  • Armour Breaded Frosted Meats
  • Armour Precision Cut Steaks
  • Articrest Plastics
  • AVIA (Athletic Shoes)
  • Babee-Tenda Play Crib
  • Babee-Tenda Stroller-Walker
  • Baby Butler
  • Bacigro® Antibiotic Pellets
  • Baker Hotel
  • Barbie® (1960 - Special seven image reel showing early 1960's Barbie® outfits and gift sets. Reel is secured inside a Model E viewer with a cord attached to the bottom of the viewer, which once was attached to a Barbie® store display. Only four viewer and reel sets are known to exist.)
    Image 1 - Resort Set, Winter Holiday, Picnic Set
    Image 2 - Evening Splendor, Solo in the Spotlight, Enchanted Evening
    Image 3 - Cruise Stripes, Party Set, Cotton Casual
    Image 4 - Busy Gal, Suburban Shopper, Apple Print Sheath
    Image 5 - Barbie-Q, Mix 'n' Match Set, Sweater Girl
    Image 6 - Commuter, Trousseau Set, Peachy Fleecy Coat
    Image 7 - Plantation Belle, Friday Nite Date, Nighty Negligee
  • Barrett Dublecote Multi-Shingles
  • Bastian Blessing
  • Bausch & Lomb
  • Beauti-Vue Bamboo Products
  • Beautycraft Custom Kitchens
  • Beech Aircraft
  • Belmar Shades
  • Bendix Duomatic
  • Bendix Dryer
  • Bendix Kitchen Appliances and Duomatic
  • Bendix Refrigerators
  • Bentley (Office Carpeting from DuPont Antron)
  • Berkey Custom Built Leather Furniture
  • Berko Glass Radiant Heat
  • Bernina 2 F Gegauf Ag Steckborn (Sewing Machines)
  • Betty Crocker Package Cake & Pie Mixes
  • Birthday Cake Designs A-G
  • Boeing (Superjet interiors for Boeing Jets 707, 727 and 737)
  • Bonair Zap Inflatable Boats (Two reels)
  • Boomtonware Christmas Promotion
  • Brammer Manufacturing Company (Living kitchens in birch)
  • Brammer New Conveniences
  • Brassiere Reel (Untitled reel with images of ladies modelling bras)
  • Bright White and Bubble Free (Belgium issue - 9 reels, Lundia Archives, Lundia Library in Home, Inaltera Paint, Inaltera Plastique, Inalters Velours, System Abstracta #3, System Abstracta #4, Ceramica Orchidea, Jotul for Moderne Oppvarmning)
  • Brown Shoe Company
  • Brunswick
  • Buick (1960)
  • Build Modern Kitchen Cabinets with Economical Plywood (Kitchen interiors)
  • Burroughs Storm Windows
  • Candulor Mold-Types
  • Catepillar (4-reels)
  • Centre National D'Information Et D'Expansion Des Jus De Fruits Et De Legumes (Healthy Food)
  • Ceratile Custom Design
  • Ceramica Gardenia (Bathroom Views of Ceramic Tiles with pretty models)
  • Ceramica Orchidea (European home interiors)
  • Cessna Model 170
  • Cessna 1953 1954
  • Chevrolet 1953 Store Wide Display Service
  • Christmas Club Corporation
  • Chrysler Six Ways Newer...Better
  • Chigaco Temple, Dr. C. R. Goff, Pastor, The World's Tallest Church
  • City Place (NYC Hotel interior and exterior)
  • Clay Seed of Kentucky Tobacco
  • CNA Insurance Group Max C-SR Division
  • CNA Insurance The Now Market C-SR Division
  • Coca-Cola Bottling Sales (13-reel set showing display of Coke products) Coca-Cola (Three reel set)
  • Cohama Fabrics Bridesmaid and Formal Wear
  • Colgate (Restoring Decayed Teeth)
  • Colgate Plus MFP Toothpaste (Six reels, Reel six. Tuffy Tooth)
  • Coleman Oil Heaters
  • Commision des Ardoilieres D'Angers (Black stonework in homes and galleries)
  • Computer Images Systems (Stereo reading aids)
  • Cool Ray Aluminum Awnings
  • Cool Ray Aluminum Siding
  • Cool Ray Awnings Company
  • Cook Color Cabinet-Cook Paint
  • Cosco
  • Covington Fabrics
  • CR121 (Swiss Alro Grocery Store)
  • Curity Products
  • Curries Cakes
  • Curtiss Candy Company
  • DeVoe Paint-O-Rama Rack
  • Diamond Laboratories (Scenes of Dermatological Pathology of Animals)
  • Diamond T Trucks (Various features of Standard Oil Trucks, two reels)
  • Dienestrol Cream in Atrophic Vaginitis
  • Dreft Detergent (The reel has seven different color scenes that promote using Dreft to clean Cream separators and other Dairy Farm equipment. A couple of the scenes have a "farm girl" in shorts as almost a pin-up type enticement. Another shows a man in a white lab coat looking into a microscope with a background showing microscope views of how Dreft reduces bacteria.)
  • Dual Craft Cookware
  • Duratile
  • East Side Mario's (NYC restaurant dessert menu)
  • Easterling Sterling Silver
  • Ebti Behangviewer Kollektie (1971)
  • Edsel (Ford Motor Company Automobile, five reels)
  • Elements of Nucleic Acid Structure, The Andersen Library, R.C. Davneport Inc. Edition No. 1
  • Elgin National Watch Company (Spring 1967 showing advertising planned by the watch company.)
  • Embassy Suites
  • Eska Protein Wave
  • Eterna Since 1856 (Watch company)
  • Etfi Behandviewer Kollectie 1971 (Dutch, showing fancy European Interiors)
  • Fairbanks Morse Water Softeners
  • Fantasia (Plastic chairs)
  • Fir-Tex for Beautiful Walls and Ceilings
  • Flavor Seal Stainless Steel
  • Flower Arrangements (Artificial)
  • Forest City Trading Group Award of Excellence 1985
  • Friendly Shoes (The scenes are staged sets of women engaged in various recreational type activities. Each set has a small sign that says "Clothes by Mary Lewis or Jane Engel and Shoes by Friendly". The scenes are meant to be golfing, tennis, train travel, shipboard travel, sightseeing and one including a woody car.)
  • GAF Corporation-One Billion View-Master® Reels Commemorative Reel 1938-1978. (Reel is white with a gold foil center. Images show various packet highlights.)
  • Gallo Arbors
  • Ganzt Steak House
  • General Mills (Fall Harvest 1952, New Packages, Contest Shopper Stoppers, Extravaganza 1953)
  • General Motors (Views of Opel vehicles, two reels)
  • Georgia-Pacific Textured Paneling
  • Gleamlight Jewelry (Four reels with Model E Viewer with Gleamlight sticker in Model E box)
  • Greater Columbus Convention Center (Construction update)
  • Green Acres Sorgham
  • Hand Decorated Bamboo Products, Beauti-Vue Products Co., Chicago (Bamboo curtains and room separator in homes)
  • Hanes Hosiery
  • Harrision Hot Springs
  • Hastings Alumitile
  • Helipot
  • Hellcrafters Television (1951)
  • Hillman (Automobile, two reels)
  • Hoffman Easy Vision Televisions
  • Holland America Line Panama Canal Cruises One and Two
  • Holland America Line MS Noordam Eastern Caribbean Cruise
  • Homart Harmony House Steel Wall Tile
  • Hummer HumVee (Model L Viewer with two reels of "flat" images in a special box)
  • Hudson Poultry Equipment
  • Hufcor Laminated Folding Doors
    Image One Studios (Two reels. Advertising for a commercial photographer)
    IMAX Sony Large Films In Development (1996-Only 1,000 were produced for their Spain Convention)
  • Inaltera Pepier Peint (Wall paper) (17 reels)
  • Inaltera Revetement Mural (Wall paper)
  • Insulite Siding (Scenes of homes and buildings sided with Insulite. Each photo has a red banner across the bottom that says INSULITE SIDING.)
  • Intel (Two reels. Reel one- Intel Focus, Reel two-Pentium OverDrive Processor)
  • International Harvester (Three reels)
  • ITW High Cone Plastic Beverage Ring Carriers (Non-stereo reel with Model L Viewer in 15"x4 1/2" box and promotional literature)
  • Ivory Soap Part One (Three of the scenes are of women, including one bubble bath shot, and three are of babies. The seventh is an "It Floats" type generic ad.)
  • IV Europe 150 (Miniature refrigerators)
  • J.V. Brand Shirts
  • Jell-O Brand Puddings - (Two special reels produced by General Foods. Reel #1
  • Jell-O presents "The 7 Ancient Wonders of the World." Reel #2 is Jell-O presents "NASA's Apollo Moon Landing 1969.")
  • Jotful For Moderene Oppvarmning (Fireplace Heaters)
  • Kal Kan Pet Foods Walt Disney World Dealer / Consumer Contest 1971 (non-stereoscopic). Great views of the prizes, including various View-Master sets; Bill Burrud of Animal World; covers of Look and Life and Kal Kan Pet Food displays "for profit & prizes". Comes with tan viewer with a sticker on it that reads "Roar ahead with Kal Kan-1972". Given to Kal Kan salespeople or to grocery stores to entice them to sell Kal Kan. The reel shows prizes consumers can win, dealer prizes, shows Kal Kan store display, Kal Kan magazine and tv ads. Reel reads "Kal Kan Pet Foods Preview, Walt Disney World Dealer/Consumer Contest, non-stereoscopic"
  • KODJ Oldies 93 Fm Radio (Direct Mail Campaign)
  • KVOS-TV Promotion Pros
  • LaPree of California (Commercial Lingerie Reel. 1960s featuring 7 images -
    1. Baby Doll Bikini $4.95 (white)
    2. Playtime $5.95 (white)
    3. Lovers Dream $6.95 (red)
    4. Exotic $8.95 (black)
    5. Lusciuos Pegnoir & Gown $10.95 (black)
    6. Sheer Delight $6.95 (black)
    7. Indian Maiden $7.95 (red)
  • Lake Tahoe Airport, El Dorado, California
  • Lectro-Host 1 Custom Bilt Ranges
  • Lincoln-Mercury (1962)
  • Lockwrap Crown Zellerbach Corporation (Food Wrapping)
  • Lundia Public Library #5 (Shelving in a Swedish Library)
  • Lundia Sweden Storage (Shelving displays)
  • Luxaflex (Aluminum blinds)
  • Luxaflex (Aluminum outdoor roll-up awning)
  • Luxaflex (Furniture with female models featuring aluminum blinds)
  • Luxaflex(Modern room settings)
  • Lyons New Freedom Gas Kitchens
  • Macleens-Dentifricio Dalla Triplice Azione, Macleens Limited, London, England (Slightly risque girls)
  • Magnolia Trailers (Four reels. Construction, 37 foot Dixie, and more)
  • Marathon's Resale Products
  • Marble Institute of America
  • Masonite
  • Matchbox Rare Regular Wheels 95-96 (European issue)
  • McKesson's Wishing Well Promotion (1955)
  • Medeco Indio Triele Woning Bouw (Dutch apartment building and grounds)
  • Medico Pipes Displays
  • Mengel Cartons
  • J. Milhening Inc. (Views of gold rings. Reel one and two are women's rings and the reel three is men's rings. Reel One and Two are titled R.H.R., Reel three is titled Gents.)
  • Milwaukee Office Chairs (Seven reels)
  • Miss Beautyrest
  • Monarch Products Corporation
  • Motorola Cruisin! See What You've Been Missing (Five non-stereo reels)
  • Motorola Television (Proof reel)
  • Muntz TV (New Muntz TV 1953)
  • Nash Cars (4-reels and special Model "C" viewer w/Nash decal in a special box)
  • National Distillers Products
  • National Geographic (Four reels)
  • National Stereoscopic Association
  • Nestle's (Juicy Juice)
  • NO/FY Aarkimede princip (Boats and balloons demonstrate Archimedes principle of raising sunken ships)
  • NO/FY Frikton (Slipping and sliding people demonstrating principle of friction)
  • Nobility Plate Hollowware Pieces
  • Nomad-A high volume profit sales story (Reel promoting the View-Master® mono camera)
  • Nova Wall Units
  • Nova-Vita Windows
  • Oldsmobile 1985 Ninety-Eight Regency Promotional Set. The set consists of a red 3-D viewer, three reels and insert card in a special black box with silver text. Text reads Oldsmobile A Whole New Dimension. Reel One. A New Dimension in Manufacturing and Quality. Reel Two. A New Dimension in Technology and Road Management. Reel Three. A New Dimension in Luxury.
  • Omnipage 5.0 (Software company. Set includes Blue Model L viewer and one reel in a black box)
  • Opel Automatic (Opel in traffic)
  • Opel GT (Close up shots of front, back and interior w/pretty model opening door)
  • Opel Kadett (Sedan)
  • Pacific Development, Inc. (Shows advantages brought by Lloyd District and Oregon Square. Set includes white box, blue model L viewer and two reels)
  • Pacific Body Builders
  • Packard Motor Company
  • Pam-Am, First with the 747
  • Pasta House Company (Dessert Menu)
  • Payne Furnaces Company
  • Pennywise Plastics
  • Philishave (Phillips Norelco Shaver)
  • Pin-Up Bikinis from the French Riviera
  • Pittsburgh Paints
  • Planter's Peanuts - Planter's Helps Build Nut Sections Reel shows retailers how to display Plantersproducts in a grocery store setting. A large "Mr. Peanut" store display is pictured in 3-D.
  • Plastic Lume Flo-Fold #2 (Vertical blinds)
  • Pomona "Space Rite" Tile (Six reels)
  • Port of Portland
  • Portland Oregon Art Museum "Imperial Tombs of China" Exhibit
  • Postoperative Use of Triple Sulfa Cream
  • Pratt Institute (GAF Corp. The class of 1979 from The Pratt Institute, which is apparently around Brooklyn, made their yearbook with a small booklet and Viewmaster reels. Their theme was, "The Partys Over". The booklet reads like any other yearbook, but is about the size of a viewmaster packet booklet and shows individual pictures of the students, as well as the pictures taken during classes, pictures of the campus, faculty and of course the big party at the end. There are 9 Viewmaster reels.
    1. President Pratt and the campus
    2. Engineering Department
    3. Fashion, Dance, Theatre Department
    4. Film and Photography Department
    5. Painting and Sculpting Department
    6. Communication and Printmaking Department
    7. Ceramics and Industrial Design Department
    8. Architecture and Environmental and Interior Design
    9. Directors and Deans
    Container is a Viewmaster canister with a picture of a record album being played on top, a GAF viewer, a balloon that says "The Partys Over" which is affixed to the yearbook booklet with a Pratt Institute gold sea and a GAF reel canister for the reels that says "Alka Seltzer" on top.
  • Princess Tru-Tone China (Four reels)
  • Quality Bakers (The reel has seven color scenes actually promoting the benefits of Quality Baker's displays. The reel features "Pretty Pat." I don't know if Pretty Pat was an advertising campaign or just a bit of cheesecake for this reel, but one scene looks like it shows a stand-up of her next to a display.)
  • Quaker Assured Comfort 1954 Gas Heaters
  • R.E.M. (Rock Band Promotional Kit. Includes one black Model L with black advance knob with R.E.M. decal, one black and white sepia-toned reel in a 6" x 3 1/4" x 3 3/4" silver top black bottom box with graphics and plastic window. Includes CD titled "New Adventures in HiFi")
  • R.C.A.Victor
  • R.J. Reynolds Tobacco (Merchandiser, Christmas 1951, Christmas 1954)
  • Rail & Flange System Lubricators
  • Rain Jet (Two reels) Fountains by Rain Jet. Stunning fountains of water of all shapes and heights photographed at night time with different colored lights, almost as good as fireworks!
  • Rainier Beer's New Cartoon Cans Display
  • Ra-Tox and Fasionfold Doors
  • Reel 3-D News
  • Reflexite Signs
  • Regina Kitchen Designs
  • Rekord 4-Door (Rekord car)
  • Research Laboratories Deep Rock Oil Company
  • Restonic Mattresses
  • Ripplewood
  • Ritz Bits (Nacho & Pizza)
  • Roche Cliniscope Roniacol
  • Roche Cliniscope Ilidar
  • Rolba Zamboni, Zurich (Ice making machine at work)
  • Ron-Del Inc.
  • Ronson Lights
  • Rway Sheboygan Wisconsin (Dining Room Furniture, three reels)
  • S.A.S. Institute Inc.
  • S.A.S. Tieffe Sesto S. Giovanni Porte E Cabine Per Ascendor (Elevator Doors)
  • SDSC (San Diego Supercomputer Center, five reels of science research images 1992-1995)
  • Sara Lee Homestyle Cakes
  • Scenic Pre-Views Wallpaper (Four reels)
  • Scott Stay Clean Test Chevron Gas with F-310
  • Sea-Swirl Decorative Plywood
  • Seagram's
  • Sears Twin-door Coldspot Refrigerators
  • Seven-Up (Twenty reels)
  • Shenandoah Caverns
  • Siemens Panel Boards (One reel and red viewer with Siemens sticker)
  • Sioux City, Iowa (Visa-Dine)
  • Shamrock Craft
  • Shell Oil
  • Showtime (Starpower weekend sweepstakes promotion)
  • Simmons-Scope shows Beautyrest with F.A.C. It shows a person laying on a mattress, inner coils, guarantee, comfort and others. Non-stereo as you have to look at it with your right eye to see the right image then you have to turn it upside down to see the other half.
  • Simplex Jenny (Two machinery reels)
  • Simplex Remotrol (Two machinery reels)
  • Small Tube Products Inc.
  • Smart Button II The Game
  • Specular Infini-D (Macintosh 3D Graphics Tool. Set includes red model L viewer with the name Specular on viewer and one reel)
  • St. Regis Paper Company, Jacksonville (Three reels)
  • Standard Duplicating Machines
  • Standard Oil (Atlas Tires reels one through five)
  • Stark Nurseries (1949 Four reels featuring apple, peach, plum, cherry and other trees in various stages of growth at Stark Nurseries Fine Fruit Trees in Louisiana, Missouri. Reel C has scenes that show either of ripe fruit or of attractive women showing a fruit tree. The fruit pics include apples and peaches. The varieties mentioned in the printed captions are Stark Golden Delicious, Starking, Jonared
  • Double Red Jonathan, Hal Berta Giant (peach), Scarlet Staymared, Golden
  • Delicious Stark Redgold Starking, and Stark Hardy Dwarf Golden Delicious.)
  • Steiners Cabinets (The reel has seven color scenes actually promoting the benefits of Steiner Streamliner towels. Steiner Streamliner Cloth Cabinet is actually one of those metal cabinets that has the roll of cloth towel in it, the kind you used to see in public lavatories. The scenes actually show the benefits of the towels, the washing/sterilizing process and even the deliery of bundles of towels. There is one scene that shows the different locations where the towels are used. The locations include Marshall Fields, Empire State Building, Geneva Steel, Armour, Walker Bank, No. 1 La Salle Street, Merchandise Mart and schools.)
  • Stemens Sentron Panelboards
  • Stereo Reading Aids Demonstration Reel
  • Stitzel Weller Distillery
  • Sunkist Oranges
  • Suntile (Four reels)
  • Sunworthy Full Wall Murals by Canadian Wallpaper Manufacturers Ltd. (Home interiors with wallpaper murals)
  • Super Steelers (Benefit reel for Press Old Newsboys Children's Hospital Fund of Pittsburgh-1,000 produced)
  • Scweizer Woche (German language prizes. One reel with gold foil center.)
  • Swift's Ice Cream
  • Sylvania Products
  • Tek-21 Conference (1992)
  • Ten-Bel Resort (Barbecuing, train, entertainment, swimming, rooms, etc.)
  • Texcel Tape
  • The Bon Spokane, WA (Desserts including sundaes, custard, cakes and brownies)
  • Thermadore Bilt-In Electric Units (Six reels)
  • Thermo-Rite Glass Fireplace Front
  • Tide Detergent (In special tiny Tide Anniversary Box)
  • Toro Mowers
  • Towne Products Serving Pieces
  • Transvision Television Inc.
  • Tribune Entertainment (Four non-stereo reels featuring Geraldo, Joan Rivers, Soul Train, and Monsters w/Blue Model L Viewer and nice booklet in a special box that comes inside another box that folds out into a giant View-Master® reel.)
  • Tupperware Hostess Gifts
  • Typical Weather Seal Installations (Three reels)
  • Un Vol En Planeur (Hang Gliding)
  • United States Plywood Corporation (Nakora and Samara Wood Paneling, Surfwood-Sea Swirl Surfplank)
  • Unitron Woven Wood Products
  • Universal Gas Ranges
  • Unox Soup (1983, Dutch. Images shows soup and prizes to be earned with premiums)
  • U.S. Gypsum Acoustical Tile
  • U.S. Royal Lifewall Blowout Prevention (Tires)
  • USCO Graphics (Software company)
  • V-8 Cocktail Juice Snacktime Display Unit (June 1955)
  • Van Der Meer Furniture
  • Van Camp Sea Food
  • Vancouver The City (Three reels showing off the city as a place attractive for conventions and meetings)
  • Victor Sewing Machines
  • View-Master® Sample Reel BC-1 (Samples from Empire Brush Products demonstrated by a lovely model)
  • View-Master® Tru-Vue Collector's Association
  • Vikon Tile
  • Virginia's Memorial Park
  • Virtue Chrome Dinettes
  • VitaCraft, Kansas City, Missouri, Sold through Bonded Distributors Only (Cookware)
  • Weber Showcase & Fixture Company Inc.
  • Western Optical Supply (Preview viewer with twenty-one reels to illustrate sunglasses tint. Viewer uses halogen bulbs)
  • Westinghouse Electric Corporation
  • Westmoreland Solid Silver
  • Westport China
  • White Stag Sportswear
  • William Whitehurt's Photography (Photographer's portfolio)
  • Winchester Power Point Bullets (Winchester viewer and cardboard POP display)
  • Wynoil's Vapor Action Dee-Gumm
  • Wyoming Hereford Ranch (Views of seven prize bulls for sale Sept. 30, 1953)
  • Wyoming Hereford Ranch Heifers (1953)
  • Yankee Magazine (Fall foilage of New England with labeled viewer)
  • Youngstown Kitchens (Three reels including Decorating #1, Decorating #2, and #3 Steel Kitchens in Go Together Colors)
  • Your Product Comes to Life CD-1 (The first reel is titled "Your Product Comes To Life". It is CD-1. The reel has seven color examples of advertising campaigns using View-Master Reels. The scenes include Steiner Towels, Ivory Soap, Plastic Cement, Lucky Lager Beer, Electro Lux and Wyeth's Syringe.)
  • Your Product Comes to Life CD-2 (The second reel is titled "Your product Has Depth and Color". It is CD-2. This reel includes ads from B.P. John's Furniture, Jayvee Brand Women's Clothes, Quality Bakers, Dreft Soap powder, the Red Cross Palmer Quilted Mattress, Clothes by Jane Engel and Shoes By Friendly.)
  • Zio's Italian Kitchen (Two reels-Kid's Menu #1 & Dessert Menu #2)
  • Zone Roofing

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The Monsters vs. Aliens 3-D Super Bowl Ad

You can see the trailer in high definition and more 3-D images in the ColorCode™ 3-D gallery.

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Monsters vs. Aliens Retro Posters

Monsters vs. Aliens retro poster art.

Monsters vs. Aliens retro poster art.

Monsters vs. Aliens retro poster art.

Monsters vs. Aliens retro poster art.

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Kiss Me in 3-D Web Site

Crest Whitestrips jumps on the 3-D Super Bowl bandwagon with a fun and sexy site called Kiss Me in 3-D.

With your amber and cyan 3-D glasses from the Super Bowl 3-D commercials you can get kissed by either a hot actress or a hot actor in 3-D.

Pick her or him and then select three out of six ways you want to get kissed.

Visit the Kiss Me in 3-D site and pucker up in 3-D here.

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How to Play the Left 4 Dead Videogame in 3-D without buying expensive glasses

Left 4 Dead in 3-D screen grabLeft 4 Dead was the game of choice for demoing 3-D technology at CES this year, but you don't need any expensive glasses or new technology to play the game in 3-D...although getting the effect may take some doing.

You'll need to be running either Vista or XP, you'll need an Nvidia 8XXX series or higher, you'll need a pair of those nifty 3-D glasses from the Super Bowl promotions and lastly you'll need a copy of the Left 4 Dead videogame. The rest you can find online.

Listed below is what you'll need to do, as well as what drivers you'll need, to get the desired 3-D effect.

You will need to install some Nvidia drivers first.

This will enable you to play the game in 3-D by changing the colors to those suited to the Super Bowl glasses.

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March Events at the 3-D Center of Art and Photography

3-D Center logoThe program schedule at the 3-D Center of Art and Photography in Portland, Oregon is now more regularized. The center will be opening either a new gallery exhibition or a new Stereo Theatre show each first Thursday.

In the Gallery
History of the Stereo Card
Opens First Thursday, March 5
March 5 - May 3, 2009
A selection of vintage images from stereo cards made into large anaglyph

In the Stereo Theatre
Unseen Ellis Island
Continuing through March 29, 2009
3-D digital show juxtaposing vintage and contemporary images of Ellis Island. The fascinating and sometimes disturbing history of Ellis Island has become well-known in the past few decades. From 1900 to 1954, the main U.S. immigration processing center was the point of entry for more than 12 million new Americans; mostly poor, nervous and suffering the consequences of an arduous sea voyage in deplorable conditions. Unknown to most is that the activities of Ellis Island were documented in 3-D and printed as a collection of stereocards.

Unseen Ellis Island combines these rare images with a new series of 3-D photographs by Sheldon Aronowitz and Gary Schacker who, after years of red tape, were allowed access to Islands 2 and 3 which have never been restored (public visitors to Ellis Island today see the grandly renovated Island 1).

Originally presented as a stereo slide show, many hours of work by 3-D Center Board members now allows Unseen Ellis Island to be viewed as a 15 minute digital presentation with music.

1 Brain + 2 Eyes = 3-D
March 12 through September 6, the 3-D Center has been inviited by the Oregon Historical Society in downtown Portland, Oregon, to produce an exhibition on the history of stereoscopy, 1838 to Present. 1 Brain + 2 Eyes = 3-D will feature hundreds of objects from the 3-D Center’s collection and private lenders, the exhibition will be organized in sections including early stereo and the golden age of the stereo card, View-Master®, 3-D Cinema, the Realist era, aerial, scientific and contemporary.

Visit for more information.

The 3-D Center of Art and Photography is located at 1928 NW Lovejoy in Portland, Oregon. Call (503) 227-6667.

The 3-D Center of Art and Photography has regular monthly Stereo Theatre and 3-D Art Exhibitions. Open Thursday - Saturday, 11 a.m. to 5 p.m. and Sunday from 1 to 5 p.m. First Thursday (Free), 6 to 9 p.m. Admission for adults (over 15) is $5.

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Stereoscopic Displays and Applications Conference Wraps

Andrew Woods reports on some of the activities held during the 2009 Stereoscopic Displays and Applications Conference, held Jan. 19 through 20 in San Jose, California.

"Thanks to everyone who participated in the 20th anniversary SD&A conference," said Woods. "It was another standout event and there are many highlights which could be talked about at length! Highlights for me include: the two hour 3-D Theatre, the exhibition of almost two dozen large framed prints from the book "In Your Face 3-D" and book signing by the author David Klutho, the two discussion forums on 3-D Gaming and 3-D standards, the all in polarised 3-D presentation by Ron Labbe about "publishing stereoscopic images", the keynote presentation by Lenny Lipton, the demonstration session with almost 30 stereoscopic displays on show (including at least one new release exclusive), plus much more."

Despite a broader reduction in attendance at other conferences, this year's SD&A conference managed a healthy increase in attendance of about 20 percent. "I'd say the buzz in the halls about stereoscopic 3-D had increased by an even bigger amount," said Woods.

The SD&A Web site will gradually be updated with a range of information about the 2009 conference.

A large range of photos taken at SD&A 2009 have been placed on the Web.

Here are a selection of those for your enjoyment.

From Andrew Woods:

From Neil Dodgson:

From Bonnie Peterson (SPIE):

From Neil Schneider (MTBS3D):

SD&A 3D Theatre Winners
This was again the highest attended session of the conference with estimates of up to 250 people attending. The crowd was buzzing after the show talking about the great 3-D content that they'd seen. This year, two judges in the audience to choose best of show prizes. This year the judges were Dr Samuel Zhou from IMAX and Lawrence Kaufman, President of the National Stereoscopic Association.

The winners were:
SD&A 2009 Best of Show Live Action:
"Fireworks Symphony", Takashi Sekitani

SD&A 2009 Best of Show CGI:
"Scalable City", Sheldon Brown, The Experimental Game Lab, CRCA, UCSD.

The prizes are specially autographed copies of the new 3-D book "In Your Face 3-D" by Sports Illustrated photographer David Klutho and 3-D artist Ron Labbe.

The purpose of this session is to showcase the great range of 3-D content being produced around the world and we certainly achieved that goal this year. All of the content shown at this year's session will eventually be listed on the conference Web site.

More SD&A Winners
Two further prizes were offered at the SD&A conference for "The Best Use of Stereo in a Presentation" and they were given to:
Ron Labbe, for his historical presentation, Publishing stereoscopic images.
Justus Ilgner, MD of the Univ. Hospital in Aachen, Germany for a very realistic (and gigantic, holodeck-esque stereoscopic) projection of inner-ear surgery in his From bench to bedside: stereoscopic imaging in experimental and clinical otology.

The prizes were autographed copies of the new book Inventing the Movies by Scott Kirsner kindly donated by the author.

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Bassett and Gruber View-Master® 3-D Dissection Slides Enter the Computer Age

The first time Paul Brown saw the Bassett series of human anatomy slides, it was on a View-Master®. Photographed 50 years ago, the quality has still not been surpassed.

Brown, an endodontist (they do root canals), decided to bring what he calls "the most beautiful layered dissection ever done" into the computer age. Seven years later, went live in January. The iPhone application should be running by March.

"It's analogous to having an atlas of the Earth on your computer," says Brown, 66, who lives in Portola Valley and is a consulting associate professor at the Stanford University School of Medicine.

In time, Brown plans to upgrade his anatomy atlas into the Body Explorer, in interactive 3-D stereo form. "It's a Google Earth for the human body," he says excitedly just before carrying a handful of cadaver hands out to be scanned.

"Let's say your physician tells you that one of the bones in your wrist is cracked," he says. "You can bring it up electronically and look at it. You can identify all the bones, ligaments and tendons. This has never been done before."

Headquarters for eHuman, an anatomy imaging software company Brown co-founded in 2000 with a grant from the National Institutes of Health, are in a downstairs office across from the old Stanford Barn. He already has invested 11 years in the Body Explorer, an ambition that may be too farsighted.

"None of the funding organizations build libraries," he says. "They organize them and distribute them but don't build them, and that's what I'm trying to do."

The fixation started when Brown discovered the Bassett slides - 1,547 images on 221 circular reels in 24 volumes - in a storage room in the anatomy department. He took this as a personal affront.

"It's the most spectacular dissection ever done, and it just seemed like a crime that it wasn't used," he says.

The collection had been donated to Stanford by the family of David Bassett, who had taught anatomy there. Bassett developed the project with William Gruber, the man who invented the View-Master®, a hand-held device for viewing stereo slides.

Gruber spent 17 years on the Stereoscopic Atlas of Human Anatomy, published in 1962. The collection now belongs to the Lane Medical Library. In November, the Bassett slides were put online and can be visited free at The images and diagrams and legends are there, but you don't get all the enhancements available at eHuman for a fee.

"Unless you look at them with a textbook or an anatomist," Brown says, "you don't know what you're looking at."

It took five technicians working under Brown's supervision a full year to create Photoshop masks to connect each image to its annotation, and that was just for the first 390 slides, which Bassett designated as the Medical School Edition.

The immediate application is for students, who can use their computer in place of a cadaver. Before going on shift in their hospital residencies, they can look up any piece of anatomy. Then, using the cursor, they can roll over the image and click on a muscle or vessel. A label will give the correct medical terminology, and a voice will pronounce it properly.

"I would hear professors complaining that students can't remember their anatomy," Brown says. "This allows them to review their anatomy before they go on their rounds."

Anyone can access the eHuman Bassett Dissection by paying $14.99 a month or $99.99 a year. Brown would prefer not to charge at all, but it is the only reliable source of funding to keep the project going. The remaining 1,157 images, applicable to specialists, may be out within a year, if the iPhone app clicks. Later, when the Body Explorer comes online, it will be easier to read than an X-ray on a light table, he predicts.

"You can take a voyage inside your head," he says, "or travel up and down your colon, if you want."

WIlliam B. Gruber
William B. Gruber (right) and the stereo camera rig.

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Stereoscopic Medical Atlases

While researching the article above, Bassett and Gruber View-Master® 3-D Dissection Slides Enter the Computer Age, we wondered if there were more stereoscopic medical atlases available. Below is a list of several medical references using stereoscopic images we found from the past.

A Stereoscopic Atlas of Plastic Surgery of the Face, Head and Neck
In 1919, the British Journal of Surgery published an article titled, A Stereoscopic Atlas of Plastic Surgery of the Face, Head, and Neck: with case reports. By Joseph C. Beck, M.D., F.A.C.S.; and Ira Frank, M.D., F.A.C.S. 1919. London: Henry Kimpton. 35s. net, with stereoscope.

The report is found in the British Journal of Surgery
Volume 7, Issue 26 , Pages 297 - 298
Copyright © 1919 British Journal of Surgery Society Ltd.

Stereoscopic Atlas of Macular Diseases: Diagnosis and Treatment
The two volume set Stereoscopic Atlas of Macular Diseases: Diagnosis and Treatment
by J. Donald M. Gass includes 15 View-Master® reels with it. The images give you an up-close look at some things that can go wrong with your eyes.

Hardcover: 1,061 pages
Publisher: Mosby; 4 edition (Jan. 15, 1997)
Language: English
ISBN-10: 0815134169
ISBN-13: 978-0815134169
Dimensions: 12.2 x 9.4 x 4.7 inches

The Stereoscopic Atlas of Ophthalmology
The Stereoscopic Atlas of Ophthalmology
provides a unique opportunity to visualize online the eye in its normal and pathological status from another dimension. The fine structures of the eye modify their spatial relations if pathologically altered.

tereoscopical visualization of these changes enhances our comprehension of eye disorders. Therefore, ophthalmologists, medical students and all people interested in medical science could obtain additional support in understanding clinical tasks in ophthalmology.

Neuroanatomy: 3-D-Stereoscopic Atlas of the Human Brain
Neuroanatomy: 3-D-Stereoscopic Atlas of the Human Brain (with CD-ROM) (Hardcover)
by Martin C. Hirsch (Author), Thomas Kramer (Author), C. Zinecker (Assistant), B. Harder (Assistant), T. Hagemann (Assistant), C. Krasowski (Assistant), C. Schäfer (Assistant), M. Turtiainen (Assistant), M. Gauer (Assistant).

Although the books titled indicates it used stereoscopic images, the CD-ROM included with the book actually contains rotatable 3-D models instead of stereo pairs.

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Auction Results

Civil War stereoview.

A "War Views" stereoview photo (No. 2678) titled, "Adams Express Office, Varina Landing, James River, Va." sold for $338.33 with seven bids. The Adams Express Office was a competitor of Wells, Fargo & Co., and was the paymaster for the Union Army during the Civil War. Publisher is E. & H. T. Anthony out of New York City. The card is on orange stock and is blind stamped in the lower left corner of right half image.

Sioux stereoview.

A Sioux Cheifs at Stand Rock stereoview sold for $697.53 with 14 bids.

This stereoview is by well known western photographer F. J. Haynes, the official photographer of the Northern Pacific Railroad. The publisher's line notes that Haynes is from Fargo, D. T. (Dakota Territory). The card is on a yellow mount. A card similar to this previously sold for $1,320.

Stereo Graflex stereo camera.

A Stereo Graflex stereo camera sold for $943 with 25 bids. This is a vintage Stereo Graflex 5 X 7, large format camera. The camera is missing the lenses and the lens board. Otherwise the camera appears to be complete and in working condition. The leather covering is mostly separated on the film door. Otherwise the camera is in good shape.

Stereoscopic Atlas book.

A copy of Volume 7 of the Stereoscopic Atlas of Human Anatomy sold for $31 with two bids. This is part of the massive medical text featuring View-Master® reels produced in 1962 with color photographs by William B. Gruber. It is Copyright 1962 and published by Sawyer's Inc Portland, Oregon. A Stereoscopic Atlas of Human Anatomy Section VII The Lower Extremity by David L Bassett, M.D (Associate Professor of Anatomy Stanford University, CA) with the cover marked 175-185 indicating that it contains the 10 View-Master® stereoscopic reels.

The book and View-Master® slides are in very good condition. The slides are excellent. The slides are not for the squeamish. They show graphic detail of the insides of the pelvis. The book contains a labeled drawing of the body part and a number referencing the corresponding viewmaster slide and image showing the dissected parts. It was intended as a medical teaching aid and study guide for human dissection.

The line drawings in the book are actually tracings of the slides and include labels for each of the parts. The book indicates that the slides in the pelvis section depict a single subject (where possible) as to provide continuity between slides. Veins were filled with blue latex. Arteries were left with their original color.

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