Word: photoreflex
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...profile and half-profile views) he presses an electric button. The front mirror drops; the hole flashes past the camera lens; the pose registers on the film. An attendant sends the films to New Haven for developing, retouching and printing on cabinet size pictures. Cost of one dozen PhotoReflex prints is considerably under standard studio rates. Greater is the ad vantage of the subject's being able to see how he or she is looking, without the embarrassment of some one else looking on. Animals and children are "natural" before the unseen camera...
Harvard and Yale students and local "townies" had fun last year photographing themselves in a new device called the PhotoReflex. Last week the same fun reached a wider public. The device was shown and operated in G. Fox & Co.'s department store in Hartford, Conn., and at Wanamaker's in Manhattan...
...PhotoReflex films go to New Haven because there is where the inventor works, amiable young Luther George Simjian, Armenian-born director of Yale Medical School's photographic laboratories. An other of his devices is a fogged silver screen for the perfect projection of microscopic slides. Newly formed to exploit his latest invention is PhotoRerlex Co. of America, affiliated with Sperry Gyroscope Co. and North American Aviation Corp. Soon he hopes to enjoy royalties from a national chain of PhotoReflex booths...
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