National Geographic : 1965 Nov
Bell &Howell would like to tell you about a great new achievement from its biggest competitor. The new Kodak Super 8 : movie film. That's it over there. In the little black cartridge. And that's how you buy it. Preloaded and ready to slip into a movie camera. Great idea? We thought so too when Kodak first described it to us. So for over a year now, while they've been perfecting the film, we've been designing a Bell & Howell camera for it. It's ready: the Bell & Howell all-electric Super 8. Drop in the cartridge and you've not only loaded the camera, you've also set the film speed and filter. Automatically. And that's where we could have stopped. Instead, we added a self-powered zoom. And a new kind of electric eye that lets you take pictures even in glaring daylight. And a highly sophisticated lens system. And a few electronic safeguards that make the Bell & Howell Super 8 about as foolproof as a movie camera is likely to get. Sure that kind of precision instrument is tougher to turn out than an ordinary camera. But we learned one thing a long time ago: the harder we make things for ourselves, the easier it is for you. Now ready. Smile! SZoom out. Bell& Howell® builds photographic instruments a little better than they really have to be. Zoom in.