Life, 1929-08-02 · page 3 of 40
Life — August 2, 1929 — page 3: what you’re looking at
What you’re looking at
This page is primarily **advertising, not satire or political commentary**. It promotes Bell & Howell's Filmo 70-D movie camera for amateur filmmakers. The small portrait on the left appears to be **Carl Laemmle**, founder of Universal Pictures, providing a celebrity endorsement. The advertisement emphasizes that professional filmmakers use Bell & Howell cameras—Laemmle allegedly used only their equipment across 117 films worth over half a million dollars. The large silhouetted image at top is a **movie camera**, not a political caricature. The ad targets amateur cinematography enthusiasts, highlighting the Filmo 70-D's features (close-ups, slow-motion, faster action) and affordable price ($145 and up), positioning it as a professional-quality tool for home moviemakers. This reflects 1920s-30s consumer culture around new film technology.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Yon persona The exclusive use of Bert & Howet professional cameras these many years in producing picture plays made by Univer- sal Pictures, has contributed a proper share to the building of this great cinema munici- lity known to the world as Jniversal City. Your Filmo and Eyemo Cameras for the amateur, in- corporating as they do your usual precision of manufac- ture, should, in my estimation, result in general home appre- ciation ofthe many niceties of motion picture making. Very truly yours, PROFESSIONAL OPINION Rivaled only by Bell Howell studio cameras the new 7 speed FILMO 7O *D Who can best advise you as to what personal movie camera to select? Professional producers! And none better than Carl Laemmle. Since Hiawatha, his first Universal picture, filmed cighteen years ago, he has used only Bell & Howell cameras. Amon the 117 Bell & Howell's (worth over a half million dollars) now owned by Universal, you will find those first cameras, still operating perfectly. With such expert endorsement, the new, vastly improved, and greatest personal movie camera in Bell & Howell's 22 years’ experience is introduced—Filmo 70 D. Close-ups, long shots, s-l-o-w motion, faster action . . . home movies such as were never known before are at your fingertips with the seven speeds, three-lens turret, and variable view- finder of this amazing new star in personal moviedom. A toy? Far from it. An amateur camera? Only in its utter simplicity. Filmo 70 D is a small model of its $5,000 brothers in the professional field. Yet it costs but $245 and up in its Mayfair carrying case, equipped with SESAMEE lock. Ask your Filmo dealer to demonstrate Filmo 70 D, and write us for liter- ature and the illustrated booklet, "What you sce, you get.”” Bert & Howet Co., Dept. H, 1825 Larchmont Ave.,Chicago, Ill. NEW YORK - HOLLYWOOD « LONDON (B.&H.Co., Ltd.) » Established 1907 BELL& HOWELL Filme WHAT YOU SEE,YOU GET | movie cameras $i (efi) Filme 70 A, the original per~ sonal movie camera, surpassed only by Filme 70D, $180 and up with case, (Right) Filmo 75, pocket sizeand aris socratic, $120 and up with case, All Filmos take either a $0.or 100 foot roll of film For black and white pictures, Filmo Cameras use Eastman Safety Film 6mm.) in the yellow box—both regular and panchromatic ~obrain- able at practically all dealers’ han- dling cameras and supplies. Filmo eras and Filmo Projectors are adaptable, under license from East- man Kodak Company, for use of Eastman Kodacolor film for home movies in full color. Cost of film covers developing and return post- paid, within the country where processed, ready to show at home of anywhere with Filmo Projector. comicbooks.com