Life, 1929-02-15 · page 6 of 44
Life — February 15, 1929 — page 6: what you’re looking at
What you’re looking at
This page is primarily **advertising, not satire or political commentary**. It's a Bell & Howell advertisement for Filmo movie cameras, appearing in Life magazine. The content promotes home movie-making technology, specifically the Filmo 70 and Filmo 75 cameras. The top photograph shows a domestic scene of people filming indoors with a movie camera. The advertisement emphasizes that amateur filmmakers can now capture intimate family moments indoors using Filmo equipment, with proper lighting. It highlights the cameras' precision and adaptability for both indoor and outdoor use, and mentions compatibility with Eastman Kodak film stock. This reflects early 20th-century consumer enthusiasm for accessible home cinema technology as a novelty consumer product for affluent households.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Take advantage of every indoor opportunity to add to your Filmo Movie record of the children. MAKE MOVIES indoors, too, with a FILMO w™ CERTAINLY!—it is not only possible buteasy tomake indoor motion pictures with a Filmo camera—either day or night. With only a simple Cinema Lamp such as any Filmo dealer can supply, you can take intimate movie closeups of the children, the family, or small groups of guests—using Filmo cameras with regular lens equipment. By using an additional lamp or two and Filmo fast F 1.5lens, indoor movies of larger groups in spacious rooms may be made. The pleasure you will later derive from having these intimate indoor movies of your guests, the baby, and the family will more than repay the nominal cost of necessary lighting and lens equipment. Either Filmo 70 or Filmo 75 camera will suit your purpose. Both are made with that fine precision which distinguishes Bell & Howell pro- fessional cameras, withwhich practical- lyall featured theater moviesare produced. Filmo 70, at $180 including carrying case, is the most highly perfected, most adaptable personal movie camera made—at any price. Filmo75, the attractive,compact, pocket-size modelisequally as accurate, almost as adapt- able, andis priced at $120 with carrying case. For black and white pictures, Filmo cam- eras use Eastman Safety Film (16 mm.) —in the yellow box—both regular and panchro- matic—obtainable at practically all dealers’ handling cameras and supplies. Filmo cam- eras and Filmo projectors are adaptable, under license from Eastman Kodak Com- pany, for use of Eastman Kodacolor Film for home movies in full color. Cost of film cov- ers developing and return postpaid, within the country where processed, ready to show at home or anywhere. Any Filmo dealer will assist you in select- ing proper equipment for making either in- door or outdoor movies of theater quality. Write us for descriptive Filmo booklet “What You See, You Get.” There is also the Eyemo camera, using standard (35 mm.) film, for those desiring to commercialize their movies. If interested, write for Eyemo Booklet. BELL & HOWELL Filmo Projector A machine of highest precision and simple operation for showing your home movies to the finest advantage. SO BELL & HOWELL CO., Dept. B2, 1825 Larchmont Ave., Chicago, IIL, New York, Hollywood, London (B. & H. Co., Ltd.) « Established 1907 Filmo 70 The original automatic personal movie camera. Now standard among amateur movie makers the world over. Twenty-six spe- cial lenses interchangeable. Adaptable to all requirements of light, weather and distance. Op- tional mechanisms available for making s-l-o-w movies. Simply look through spy-glass view- finder, press the button, and "what you see, you get”—in liv- ing action. Easier than taking snapshots, Filmo 75 The beautifully embossed, ket-size Filmo. Com- ines unusual lightness and compactness with ex- treme adaptability and pre- cision. Available in three rich colors. A camera you will be proud to own. comicbooks.com