Life, 1929-06-14 · page 3 of 44
Life — June 14, 1929 — page 3: what you’re looking at
What you’re looking at
This is primarily an **advertisement for Bell & Howell Filmo cameras**, not satire or political content. The page endorses home movie equipment by featuring testimonials from Hal Roach (producer) and R.F. McGowan (director) of the "Our Gang" comedies—a popular film series featuring child actors. The pitch emphasizes that Filmo cameras deliver "professional results" for amateur users, using the credibility of famous film producers to market the technology. The "Our Gang" image shows children with a toy car, illustrating the appeal: families could now film their own children at home with equipment previously reserved for studio professionals. This reflects 1920s enthusiasm for making home movie-making accessible to middle-class consumers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Life Hal Roach, producer, and R. F. McGowan, director, of “Our Gang” Comedies— 1 “We have used many Bell & Howell professional motion picture cameras in the past 15 yearsin making our comedy productions, and have used them exclusively for ‘Our Gang’ features. The great adapt- ability and precision of these machines under the most exacting professional requirements, explain to us,in a great measure, the tremendous success you have had with your Filmo cameras and equipment.” "TERE a thrill in making your own movies. Living pictures of your old folks—the children—your pets and hobbies—are bits of your life today that will prove priceless possessions later on. But personal movies will only prove as good as the camera and equipment used to produce them. So start right! Avoid disappointment Filmo 75 The beautiful pocket size Filmo 75 is in every respect a fitting companion tothe larger Filmo 70, Combining lightness with great « strength and rigidity it is expecially suitable for fold, travel and outdoor sports. Filmo 75 is furnished in three rich colors: Walnut Brown, Ebony Black and Silver Birch. Price $120, including case. and loss of pictures that can never be retaken by using a dependable Bell & Howell Filmo Camera. It will always give you the truly professional results you have a right to expect, because Filmo is really professional equipment designed for personal use. With Filmo, anyone can make per- fect home movies—pictures of the qual- ity demanded by Hal Roach and other famous producers. It’s easier than taking snapshots. Merely look through the “spy-glass” viewfinder, press the button and What yousee,youget”’—every time! Remember that these famous Filmo “home movie" cameras are made with the same watch-like precision that char- acterizes the wonderful Bell & Howell professional studio cameras costing up to $5000—used for the past 22 years in producing a majority of the photo plays shown in “‘first-run™ theaters. Forblack and white pictures, Filmo Cam- eras use Eastman Safety Film (16mm.)—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- any, for use of Eastman Kodacolor film for home movies in full color. Cost of film covers developing and return, postpaid, within the country where processed, ready to show at home or anywhere. See a nearby dealer for complete Filmo demonstration, or write for illustrated, descriptive movie booklet, “What You See, You Get.” Filmo The original and mosthighly perfected automatic personal movie camera ever produced. Price $180, including case, BELL & HOWELL SO BELL & HOWELL CO., Dept. F2, 182 Larchmont Ave, CHICAGO, ILL. « NEW YORK - HOLLYWOOD - LONDON (B.& H. Co.,Ltd.) ‘+ Established 1907 comicbooks.com