fall 1932 ad for a new movie size for economic home movies
Toronto. By 1932, the world’s worst ever depression was well underway. Jobs were lost in droves. Fortunes disappeared literally overnight. Buying on margin became an instant pariah. Photo industry companies used novel ideas kept some of the amateur photographers active.
For example, to keep customers in this belt-tightening time, Kodak came up with the 8mm concept for home movies: use ’16mm’ film but get 100 feet equivalent projection time by splitting a special ’16mm’ spool of film in two – and selling it in 25 foot rolls (vs. 100 foot for 16mm). Along with the new film size were new cameras and projectors – all at less cost than 16mm films and gear.
The ad shown here appeared in the November 12, 1932 issue of the Saturday Evening Post (a magazine published every Saturday)! Weekly publication lasted into the 1960s. Today it is published about six times a year … .
My thanks to good friend and photo historian, George Dunbar. I remember the ‘post from reading copies in Nels Magee’s barbershop (back of the local drug store) as a kid in for my bi-weekly hair cut.
