Tru-Vue Gift Set - box, viewer and film cards

Tru-Vue, a subsidiary of Rock Island Bridge and Iron Works, was a manufacturer of

stereoscopic Stereoscopy (also called stereoscopics, or stereo imaging) is a technique for creating or enhancing the illusion of depth in an image by means of stereopsis for binocular vision. The word ''stereoscopy'' derives . Any stereoscopic image is ...

filmstrips and corresponding

stereoscope A stereoscope is a device for viewing a stereoscopic pair of separate images, depicting left-eye and right-eye views of the same scene, as a single three-dimensional image. A typical stereoscope provides each eye with a lens that makes the ima ...

viewers, based in

Rock Island, Illinois Rock Island is a city in and the county seat of Rock Island County, Illinois, United States. The original Rock Island, from which the city name is derived, is now called Arsenal Island. The population was 37,108 at the 2020 census. Located on ...

, from 1932–1951 and in

Beaverton, Oregon Beaverton is a city in Washington County, in the U.S. state of Oregon with a small portion bordering Portland in the Tualatin Valley. The city is among the main cities that make up the Portland metropolitan area. Its population was 97,494 at ...

, from 1951 until the late 1960s. The film strips, or film cards, were fed through a slide viewer similar to a

View-Master View-Master is the trademark name of a line of special-format stereoscopes and corresponding View-Master "reels", which are thin cardboard disks containing seven Stereoscopic 3-D pairs of small transparent color photographs on film.Mary Ann & Wo ...

, which was

art deco Art Deco, short for the French ''Arts Décoratifs'', and sometimes just called Deco, is a style of visual arts, architecture, and product design, that first appeared in France in the 1910s (just before World War I), and flourished in the Unit ...

or streamlined in style. The viewers were made of bakelite and available in multiple

color Color (American English) or colour (British English) is the visual perceptual property deriving from the spectrum of light interacting with the photoreceptor cells of the eyes. Color categories and physical specifications of color are assoc ...

s. When held up to light the images appeared in 3D. The films were based on attractive scenery, children's stories, travel, night life, and

current events News is information about current events. This may be provided through many different media: word of mouth, printing, postal systems, broadcasting, electronic communication, or through the testimony of observers and witnesses to events ...

. The company was purchased in 1951 by

Sawyer's Sawyer's, Inc. was an American manufacturer and retailer of slide projectors, scenic slides, View-Master reels and viewers, postcards, and related products, based in Portland, Oregon. Founded in 1914 as a photo-finishing company, Sawyer's began p ...

—the manufacturer of the View-Master—because Tru-Vue had an exclusive contract to make children's filmstrips based on

Disney The Walt Disney Company, commonly known as Disney (), is an American multinational mass media and entertainment conglomerate headquartered at the Walt Disney Studios complex in Burbank, California. Disney was originally founded on October ...

characters. Tru-Vue moved at that time from Rock Island, Illinois, to Beaverton, Oregon,"Beaverton Office Opened by Firm" (August 26, 1951). ''

The Sunday Oregonian ''The Oregonian'' is a daily newspaper based in Portland, Oregon, United States, owned by Advance Publications. It is the oldest continuously published newspaper on the West Coast of the United States, U.S. west coast, founded as a weekly by Th ...

'' (Portland, Oregon), Section 2, p. 8. near where Sawyer's had built a new plant, and for a few years was a subsidiary company of Sawyer's."Firm Holds Sales Meet" (July 1, 1956). ''

The Oregonian ''The Oregonian'' is a daily newspaper based in Portland, Oregon, United States, owned by Advance Publications. It is the oldest continuously published newspaper on the U.S. west coast, founded as a weekly by Thomas J. Dryer on December 4, 18 ...

'' (Portland, Oregon), Section 1, p. 33. Eventually, it became only a

brand A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create a ...

name. Both View-Master and Tru-Vue products were manufactured into the 1960s by Sawyer's. The company is historically significant as a bridge between the stereoscopic cards of the 19th century and the View-Master reels of the mid-20th. Competitors of Tru-Vue included the American company Novelview from the 1930s and the British manufacturer Sightseer from the 1950s. Forgeries of Tru-Vue are also known, including the British True-View from the 1950s that copied the style of viewers, filmstrips, and film boxes, and a True-View viewer made in Hong Kong during the 1950s that copied the shape of a Tru-Vue viewer but accepted opaque cards instead of films.

References

External links

*
Tru-Vue Information
on stereoscopy.com
Tru-Vue articles
on Brooklyn Stereography {{Stereoscopy Stereoscopic photography 1932 establishments in Illinois Companies based in Beaverton, Oregon Companies based in Rock Island County, Illinois Manufacturing companies established in 1932 Manufacturing companies based in Illinois Manufacturing companies based in Oregon 1960s disestablishments in Oregon

References

Further reading

External links