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post-war DeJur 8mm
movie camera ad from LIFE

Toronto. Post war everyone had catching up to do. Wages, telephones, cars, home appliances, televisions and cameras.  In the 1950s the next big thing was home movies. Kodak and its competitors sold 8mm film in both black and white and in colour to those souls lucky enough to buy or own a movie camera.

My father-in-law religiously took movies each summer holiday and carefully joined the developed spools to make a fuller reel.

Many companies manufactured and sold other things besides movie gear to make a buck, DeJUR was one such outfit. Founded in the 1920s to capture the nascent radio market’s enthusiasm for components (a variable capacitor anyone?), DeJur transitioned into photographic gear for movies, later trying its hand in making or rebranding various still image cameras and light meters. Near the end it tried marketing radios and sound recorders. DeJur quietly faded from view and was gone by the mid 1970s – but its cameras are still alive today on Ebay …

Thanks to George Dunbar for sourcing the May 24, 1954 LIFE magazine ad on page 95 of that issue.

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