Re: VM isn't CHEAP!

[threed@xxxxxxx (Bob Mannle)]

Dr T. says:
>Bob, I think we should distinquish between "cheap" and inexpensive.  Take
>for example the VM format:  72 pairs in one roll.  Cheap processing,
>mounting.  Cheap existing viewers.  That's as inexpensive as it gets. 
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Well I guess I missed the distinction there 8-)
Does (cheap + cheap) = inexpensive ?

VM isn't necessarily cheap... It is the most compact, versitile and portable
multiple image stereo format available. The only thing CHEAP about it might
be the photography fees or the mounting fees... depending upon your attitude.

To classify this format as CHEAP is an insult!

Every year I produce an average of 750 to 1200 custom VM reels for Fortune
500 Companies and Advertising Agencies. In most cases I work with their existing
2-D images which I locate in the stereo window and enhance with 3-D text and
graphics. In a few cases I will be commisioned to take new 3-D photos.

I then duplicate all the images on a special fixture allowing horizontal and
vertical alignment with .001" accuracy. The painsaking effort of duping 144
images per roll, all perfectly registered and aligned with the stereo window, 
by itself is no small feat. Then of course I have to punch and mount all the
images in those lousy reels, of which there will be a minimum of 15% rejects,
opening of pockets, and those reels that scratch film when it's inserted. And
then I finally have a custom lable made to simulate the VM lable, with all
the clients info, and appropriate info located in the little window located
on the VM viewer... an alignment nightmare.

Considering that the set-up fee is $125 per reel and production cost runs
anywhere from $18 to $28 per reel (depending upon quantity)... I'm sure the
clients don't consider this to be cheap. But they do consider it to be a
VALUE... and apparently worth the price, as this is the only format in the
world that gives us the multiple images, portability and ease of viewing.

On the other hand, if one were to go to View-Master. The set-up fee is around
$250 and the minimum run is 1000 reels at $1.00 each. Still the total
investment, excluding custom graphics, text, or photography is going to be
around $1250.... still not CHEAP.

I don't consider any of these raw materials to be cheap. We all know that
film and processing isn't. And of course the cost of VM reel blanks has
recently doubled. Considering this effort is very labor intensive, the only
thing can be cheap about this process must be the labor. That's entirely
up to you. 

Perhaps because I do 3-D for a living... my prices are slightly higher. But
I assure you that even if I were doing this as a profitable hobby, I would
still charge "market value".

The point is... when you do things RIGHT and invest the appropriate amount of
labor, care and thought... they are not CHEAP!

Unfortunately many people have this CHEAP mindset when it comes to analyzing
View-Master. Primarily because it is classified as as "Childs Toy". But once
you decide you need one for professional sales or marketing efforts... that
mindset will change in a hurry! If this reel is going to serve as a
communication tool between you and your client... 
the LAST thing you want is CHEAP!

So to all you VM collectors and admirers out there... have heart, and keep the
faith. VM is a stereoscopic icon, and without it 3-D would have suffered
greatly.


Regards,





Bob Mannle

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