Life, 1929-07-12 · page 3 of 48
Life — July 12, 1929 — page 3: what you’re looking at
What you’re looking at
This page is **primarily an advertisement**, not satire or political commentary. It promotes the Filmo 70-D, a personal movie camera made by Bell & Howell. The ad emphasizes the camera's technical capabilities: seven speeds, three lenses, adjustable viewfinder, and simplicity of use. The illustrated scenario—filming a horse race with close-ups and slow-motion—demonstrates how the camera captures action impossible with previous models. The sketch on the left shows a woman operating the camera; the large photograph displays the Filmo 70-D itself with its distinctive lens turret. Small images at bottom show the camera's portability and included accessories. The tagline "What You See, You Get" promises straightforward product functionality. This represents typical consumer advertising from the era, targeting amateur filmmakers rather than satirizing current events or figures.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Sn Tee eee: the Master of all personal movie ween FLLMO | Trey re off! .. . you filma “close-up” of the start across the race-track. The horses round the bend .. . you speed up the action, intensifying the excitement. Now down the stretch .. . you've got them. Then a s-l-o-w motion movie that shows every detail of the finish. And all in.a breathless minute or two! Impossible? Yes, with any personal movie camera you have seen before. But only a hint of marvels that can now be realized with Bell & Howell's latest triumph—Filmo 70 D. Seven speeds, a turret that holds three lenses, an adjustable spyglass viewfinder for every distance—actually more than the flexibility of any six previous cameras—are combined in this one master achievement. Yet its opera- tion is simplicity itself. Just snap the wanted lens into place, look through the spyglass viewfinder, press the button, and “what you see, you get.” In fact you get more than you can see. Ask the Filmo dealer to demonstrate the new Filmo 70 D. Or write us for literature and the illustrated movie booklet, “What You See, You Get.” Be & Howett Co.,Dept. G, 1825 Larchmont Ave., CHICAGO, ILL. New York, Hollywood, London (B. & H. Co., Ltd.) Est. 1907 BELL& HOWELL “Filmo Life Nowr—— cameras 70°D bak epee area a (Left) Filmo 70 A, the original personal movie camera, surpassed only by Filmo 70 D, $180 with carrying case; (Right) Filmo 75, pocket size and aristocratic, $120 with carrying case. ’ , . Felohnsd rivalsaf Filme 70 Dare Bell. Howells * nay fe pat films Hollywood's b ests but $243 im itt smart Saamee loed cowbide case with shoulder strap. Like all Filme cameras, Filme 70 D takes either a 30 er 100 foot roll of film. For black and white pictures, Filmo cameras use Eastman Safety Film (16 mm.)—in the rellow box th regular and panchromatic —obtainable at practically all dealers andling cameras and supplies. Filmo cameras and Filmo Projectors areadaprable, under licens i , for use of Eastman Kodacolor fim for home movies in full color. Cost of film covers developing and return postpaid, within the sessed, ready to show at home or anywhere with Filmo Projector. m Eastman Kodak Compa: cou where proc | | comicbooks.com