The Press: Into the Third Dimension

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It was only a question of time before the 3-D craze spread from the movies to the press. By last week 3-D publishing was being tried everywhere. Viewed without glasses, the 3-D magazines and newspapers all looked like off-register red and green (or red and blue) color printing. Viewed with glasses (usually attached), they gave a cardboard-cutout, black & white third-dimensional effect. Items:

¶Bullock's Downtown, second largest department store in Los Angeles, took six full-page 3-D ads in the Times.

¶Mighty Mouse, a comic-book character, took off on an interplanetary flight into a realistic 3-D, dodging satellites and asteroids at every turn.

¶In the new 3 D Movie Magazine, Marilyn Monroe and Walter Winchell could be seen dancing cheek to cheek.

¶Institutions Magazine, a trade publication for hotels, restaurants and hospitals, achieved the most striking results with 3-D pictures of flying desks, falling plates.

¶Popular Science Monthly, which in the past has taught readers "how to" do everything from making a diving lung to training a seal, ran a 3-D section on how to run a buzz saw, deliberately left out the 3-D glasses but provided instructions on three ways to make a pair. One way: "Dissolve an envelope of unflavored dessert gelatin in 3 oz. warm water. Heat in double boiler until dissolved. Add seven drops of food dye to a teaspoonful, and pour carefully onto enameled jar lid. Let harden 24 hours before peeling off ... Cut out two frames and cement your cutout filters between them . . ."