Title and statement of responsibility area
General material designation
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- Attributions and conjectures: Supplied title based on object.
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Class of material specific details area
Statement of scale (cartographic)
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Issuing jurisdiction and denomination (philatelic)
Dates of creation area
[1933 - 194?] (Creation)
- Tru-Vue Company
Physical description area
1 viewer : plastic ; 5.5 x 10.9 x 6.9 cm + 2 film reels ; 35 mm + 1 box : card board ; 6 x 12 x 7.5 cm
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Archival description area
Name of creator
Tru-Vue Inc. was founded in 1931. Tru-Vue was most popular between 1930 and 1940. Original viewers used 35 mm acetate filmstrips with 12 stereoviews. Film strips would be placed through the left side of the viewer and slowly pulled across using a lever. In 1950, Tru-Vue introduced colour films to compete with Sawyer's View-Master. In 1952 Sawyer's View-Master acquired the Tru-Vue Company. The company change switched the traditional film strip to stereocards with 7 images that would be inserted into the top of the viewer and pulled down.
Name of creator
Lorne Shields has been an avid collector of bicycles and bicycle ephemera since 1967, and was employed for many years as a bicycle wholesaler. His passion for bicycles led him to collect photographs on the subject as well as books, magazines, and bicycle memorabilia. He soon began collecting photography as its own pursuit, and joined the Photographic Historical Society of Canada in 1994. He has lectured widely on the history of bicycle photography, often showcasing his own collection of images. His photographic collection contains much more than bicycle imagery, however and the resulting collection represents a variety of photographic types.
In 1980 he donated much of his Cycling Collection to the Canada Museum of Science and Technology in Ottawa, Ontario. In 2007, Lorne Shields donated a part of his photographic collection (mainly those images not pertaining to bicycles) to Special Collections at Ryerson University Library. Many of his bicycle photographs remain in his possession and he continues to actively collect.
Lorne Shield's collection of bicycle photography was featured in the exhibition From Scorchers to Alley Cat Scrambles at The Market Gallery, Toronto, Ontario, from May 20 to October 1, 2006 and in a lecture by Donald Zaldin entitled ?Getting it in Gear: The Revolutionary Impact of the Bicycle on 19th Century Culture? in the Ephemera Society of America?s March 2007 conference Ephemera/27.
Scope and content
Binocular viewer is brown plastic, with black metal slide at the bottom for reel advancement. The eye pieces are fitted with transparent lenses for viewing images against translucent plastic backs--these allow ambient light to illuminate the images from behind. Molded into the body of the viewer is "TRU-VUE, ROCK ISLAND ILL, MADE IN U.S.A., U.S. PAT. 90564", and "INSERT FILM THIS END" (left side). The two-piece cardboard box has a silver top printed with the Tru-Vue logo in black, and a black bottom printed with "Tru-Vue Inc., Pictures With Depth, Rock Island, Illinois, printed and made in U.S.A." in silver.
Viewer is in fine condition, film strips are tightly curled, and box is slightly scuffed.
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Item is from the Lorne Shields donation, accession number 2008.009. Moved to the Heritage Camera Collection in 2013.
Standard number area
Subject access points
Name access points
- Shields, Lorne (Subject)