View-Master occupies such a unique place in the history of photography. 

The practice of using stereoscopes predates photography itself, but the imagination and creativity of William Gruber and Harold Graves absolutely revolutionized how stereo photography could be used.  The pair met under very unlikely, but oddly relatable, circumstances.  Gruber was on a family vacation to the Oregon Caves, where he was using his custom two-camera-stereo rig to photograph wildlife, landscapes, and mushrooms.  Gruber envisioned using small reels of stereo images as an educational tool, primarily targeting adults.  Graves meanwhile, was in the picture postcard business himself.  He just so happened to be on a trip in the area and, by chance, came across a photographer with the most curious camera and tripod set up: Gruber.  After asking Gruber about the equipment he was working with, and upon hearing the fascinating explanation, Graves was hooked.  Shortly thereafter, the two began working together on a professional level and the Sawyer’s View-Master was born! 

The first reels and viewers were introduced at the World’s Fair in New York City in 1939 and immediately generated interest, but the launch was immediately undercut by the onset of WWII and the rationing that came with it.  To View-Master’s good fortune, the military saw a lot of potential in using stereo photography to help train soldiers to identify ships, planes, and types of ammunition.  Bolstered by business with the military, View-Master survived the lean war years and entered into the 1950s.⠀⠀

It was during the 50s that they launched their first camera, from which this Personal Stereo camera is an early and exceedingly rare prototype model.  View-Master found huge success with a new market - children.  They acquired Tru-Vue, a close competitor, and with that purchase, gained license to Disney characters, which soon began appearing in View-Master reels.  The company also employed photographers to travel the world, photographing notable places and people to turn into reels (one of their most popular selling reels was of Queen Elizabeth II which sold 1.5 million reels in less than a year).

The rabbit hole goes deep with this camera. Check out this riveting article on the hidden history of View-Master at Mental Floss. Also, check out this prototype Personal Stereo camera.

za/sd

The View-Master Personal Stereo camera, keepin' it "reel" since 1951. 

In fact, Sawyer's was making View-Master viewers and reels as early as 1939, when their 3D viewer premiered at the New York World's Fair.  It was the introduction of this camera, in 1951, that allowed amateur photographers to create their own 3D reels.

And hey, all you Portlanders reading this, go take a walk around Providence Park, particularly the area near SW 20th Place and SW 20 Avenue.  This was the neighborhood that housed the original Sawyer's headquarters, before the company moved out to Progress, Oregon in the 1950s.  If you would like to experience some neat historical completion, take your View-Master camera with you on that stroll and make a couple of 3D photos.

za/sd

Why settle for a measly two dimensions in your photo when you can have all three?  Staff alumnus, Jim Hair, is showing us the View-Master Personal stereo camera, which differed from many other 35mm stereo cameras by fitting four images into a frame.  The camera staggers pairs of exposures, much like other stereo cameras, but the View-Master does it along one edge of the film.  When you reach the end of the roll, you rotate a knob on the front of the camera, which shifts the position of the stereo lenses to the other half of the film.  From there, you work your way back through the roll, producing a whopping 69 pairs of images on a 36 exposure roll of film.  There are still places out there that will custom print blank View-Master reels for you to mount your slides.  There is even a business that will print your scanned images onto a solid, plastic View-Master-shaped disc that fits snugly into the viewers. 

za/sd