ADVENTURES IN THE REEL WORLD

Model “A”, the first version of the classic View-Master viewer (1939), which originally opened like a clamshell for loading of the picture reel. The scene change lever (with wire spring attached) is on the inside back of the unit.

By MICHAEL PERKINS (author of the new image collection FIAT LUX, available now from NormalEye Press)

IN 1939, THIS STRANGE CLAMSHELL-SHAPED OBJECT sneaked onto the photographic market as a souvenir of the New York World’s Fair, offering itself as a thoroughly modern version of the 19th-century stereopticon. Instead of a rectangular card, the gizmo contained a disc, inside of which were sandwiched seven matching pairs of color transparencies, one for each eye of a stereoscopically-abled human, and which, when held up to any light source, allowed the brain to blend the two slightly different versions of the subject into a convincing illusion of depth. Model “A” of the contraption, called a “View-Master” by its inventors, would, over the next eight year, allow armchair adventurers to travel the world without leaving their living rooms, seeing in each reel, as the advertisement went, “seven more wonders of the world.”

At this writing (December 2020), those ubiquitous little discs, about 1.5 billion of them so far, could easily circle said globe several dozen times, with the View-Master brand growing over the generations to include lighted viewers, talking viewers, models shaped like Mickey Mouse, Batman and Barbie, both two and three-dimensional projectors, study guides for surgical anatomy, sighting practice for WWII fighter pilots, and, by the second decade of the 21st century, even virtual reality headpieces linked to phone app content. The brainchild of postcard magnate Edwin Mayer and photographer William Gruber grew from primarily scenic travel titles sold in serious camera shops to one of the biggest purveyors of affordable kiddie entertainment, starting with View-Master’s first contract with Disney in the 1950’s and continuing with every major cartoon and movie tie-in since then, marketed mostly through major toy chains.

Over the years, the company passed through the hands of several corporations, from the original Sawyer’s optical company to GAF, then Mattel, Fisher-Price, and other firms major and minor. The venture into virtual reality of recent years, sadly, seems to have spelled the end for the product, which is, alas, finally too slow and low-tech for the world of 2020. As recently as last year, there was talk (and only talk) of a feature film based on VM, based on the proposition that, as with The Lego Movie, every classic toy has a big-screen blockbuster lurking inside it, if only you look hard enough. Turns out…no.

But I must shed at least a quiet tear at View-Master’s demise, given that it was the product’s seductively scenic “packets” that initially excited me about the idea of making my own pictures. Those cramped little squares taught me a lot about what to include or exclude in a composition for minimum clutter and maximum narrative impact. Decades later, I even managed to scavenge a View-Master stereo camera (yes, there were such things) and a Stereo-Matic 500 projector, allowing me to come full circle, both shooting and projecting my own reels in 3-D (thus pre-paying my Geek Insurance for the next foreseeable lifetime). More importantly, the dozens of VM shooters (most of them uncredited in their lifetimes) who covered everything from the Grand Canyon to the moon landing over 81 years informed the way I approach the very idea of photography. The lessons were simple; make something beautiful; tell a story; and keep looking around the next corner, for, who knows, seven more wonders of the world.