View-Master: Amazing Spider-Man in "Double Identity"

Background

View-Master. At last.

It's probably a quarter of a century since I picked up a few View-Master reels with the intention of reviewing them for the Spidey page. Then life happened, and the best of intentions ganged agley as they so often do. But here we are now, better late than never.

I'm not sure if anybody even visits SpiderFan any more. But just in case there's anybody out there still checking-in with the site occasionally, here for the record is the first ever outing of the Amazing Spider-Man in a View-Master collection.

Surely y'all know what a View-Master is? Sure ya do! It's a hand-held non-battery stereoscopic image viewer with picture slide reels sold separately. First marketed in 1939, by the time that Spidey first appeared in 1977 the product was owned and distributed by "GAF", who held licenses for Disney, Marvel, and many other characters.

The story is titled "Double Identity", and it clearly is borrowing both the title and the artwork from the 1967 TV cartoon series of the same name — Spider-Man TV (1967) - Season 1, Episode 19 (Story 2).

Story Details

The back of the packet sets high expectations for the 21-slide story, but leaks some major spoilers in the process.

THE STORY: Welcome, true believers! Learn now of the most dastardly scheme yet devised to destroy our superpal, SPIDER-MAN!

Bruno Arlington, master criminal and man of a thousand faces, has disguised himself as our web-slinging buddy. Then Bruno has stolen millions of dollars worth of paintings, while SPIDEY has gotten the blame!

Before the end of the caper, Spidey and Bruno, both dressed as SPIDER-MAN, fight to the finish. Police stand helplessly by. Who is the real SPIDER-MAN? Will wrongs be righted? Just done?

Your VIEW-MASTER story and the stereo reels will put YOU in the middle of the action!

Note: For clarity let's just point out that "stereo reels" means "stereoscopic" as in 3D images not "stereo audio".

Now, "Imitating Spider-Man to commit crimes" is a bit of a classic theme. Although it's kind of counter-intuitive that the "man of a thousand faces" would then decide to cover up his face by putting a Spider-Man mask over it! Maybe he's trying to make some deep philosophical point. I dunno, like maybe "The thousand-and-one-th face is... the one you cannot see!"

Also, Spider-Man already has a "disguise expert" villain. He's called "The Chameleon". But maybe Chameleon wasn't covered by the license agreement, so we get Bruno Arlington instead.

Now, true believers, get your act together in REEL A and join the SPIDER play!

[A1: Spider-Man, Alias Peter Parker!]

Narrator: Hear that, Spider Freaks? (whoosh) It's SPIDER-MAN in person! He's swinging into the scene from atop a Manhattan skyscraper!

Spider-Man: Hi, superfans! It's me all right, your local web-flinging SPIDER-MAN! But I wasn't always the marvelous superhero you see now. Once I was just an average high school student with an interest in photography. One day...

Wow. OK, I'm exhausted already. Full marks for enthusiasm, mister script-writer, but in terms of getting your Spider-Man lingo correct... well, there are more wrong notes here than me attempting to whistle Mozart's "Der Hölle Rache".

"Spider Freaks" "superfans" "local web-flinging"? Yeah, that would be "friendly neighborhood web-slinger" you're trying to say there.

As for that "interest in photography", as a reader of the comic books, I clearly remember that Peter grabs Uncle Ben's camera for the first time only after he became Spider-Man, and that he was a terrible photographer! But we're in the View-Master (and/or cartoon) universe here, so I'll have to learn to let that sort of thing slide. (Pardon the pun).

[A2: Peter Gets His Powers...]

...as my true identity, Peter Parker, I was watching a radioactive experiment in the school's physics lab.

Peter Parker: Ouch! That radioactive spider bit me on the arm!

Spider-Man: It was the same day that I discovered my new-found powers.

Peter Parker: Look! I can lift my bed with one hand, cling to walls and walk on the ceiling!

Spider-Man: That's how I became SPIDER-MAN!

Well, there's quite a bit to unpack from those few short lines. I like "true identity" rather than "civilian identity". That would make Spider-Man a "false identity", which is a weird flex but OK. Then there's "bitten on the arm", when the photo clearly shows the bite on his hand.

And once again, as a comic book reader I recall that the radioactivity demonstration was definitely a public exhibition, not a school experiment. But in cartoon-land, things are different. I'm learning to deal with that. I'm working on it in therapy.

The bigger question is how did Peter get into the situation where he tried lifting his bed one handed? Maybe he was helping Aunt May doing the vacuum cleaning? I'm pretty sure my bed would fall apart if I tried lifting it by holding it with one hand. And what made him think "Gee... I wonder if I can cling to the wall... I'll try doing that?"

At least the original story had a semi-rational explanation for how Peter jumped up in the air when he was startled by a near miss from a passing car. Here, I have nothing but questions, questions, questions...

Fine then. Peter Parker is Spider-Man. Let's move on.

[A3: Lands a Job on the Daily Bugle.]

Spider-Man: After graduating from high school, I got a photographer's job with the DAILY BUGLE!

Peter Parker: Hold it there! That's front page.

Spider-Man: As Peter Parker, I got in on all the big crime investigations. I vowed to use my super powers to bring criminals to justice.

So that's my story, gang. Now it's time to get on the job and cream the crooks. See ya later, fans!

(Whooshing SPIDER-MAN exit).

I have one last thing I want to say about this version of Spider-Man's origin. "Where's Uncle Ben?"

There. I'm done. I've said my piece. From now on I'm going to give up pointing out the discrepancies between the different universe versions of Peter Parker. My analyst says I need to learn to let go.

Instead I'm just going to hope that the the noise of the "Whooshing SPIDER-MAN exit" covers up my childish giggle at the thought of Peter Parker out there "creaming" the crooks. You know, on the reporter's "beat". Getting in on all the "big ones". * ehem *

[A4: Is Spider-Man a Thief?]

Narrator: What our whimsical hero does not know is that someone is using his superidentity to steal valuable paintings. Back at the DAILY BUGLE...

Girl Reporter: SPIDER-MAN would never steal anything, Mr. Jameson!

Jameson: Then how do you explain the witnesses who saw SPIDER-MAN take those paintings? I've said it before, I'll say it again, that flag-colored insect bugs me; this time he's gone too far!

Whimsical? Whimsical?!?!

And... Girl Reporter?! That's Betty Brant you're talking about there! Show some respect! Oh, what? Her name wasn't included in the licensing agreement either? Ah, I see. How unfortunate.

But can we pause for a moment to consider the fact that in the eyes of J. Jonah Jameson, stealing paintings is the point at which Spider-Man has "gone too far". Every man has his limits, and JJJ is clearly a man with a great respect for culture. Not the extra-judicial vigilante prowling of the streets, assaulting and detaining his fellow citizens without warrant or authority? No, art-theft was the final straw!

Let's also point out that asking "Is Spider-Man a Thief?" as the caption for this slide is a bit hopeful, given that the story description on the outside of the packet already leaked the true thief's name!

[A5: I Say Spider-Man Is Guilty!]

Museum Director: I don't care how many robberies you've investigated, Lieutenant. I know what I saw. SPIDER-MAN took the paintings.

Police Lieutenant: Are you positive sir?

Museum Director: Of course, It was SPIDER-MAN.

My first thought here is... "Why is the Police Lieutenant holding that painting?" I mean, the stolen paintings were stolen, so he can't hold them. And the other paintings weren't stolen... so... there's no reason to hold them either.

Maybe he's an art lover too, like Jonah Jameson? Maybe he's looking to acquire something to go on the south-facing wall in the sitting room. You know, next to the Mondrian he bought last year from that dealer in Chicago?

Oh well. Moving on.

Actually, no. We're not going to move on. Because I think now is the right moment to point out that while the View-Master version of "Double Identity" has borrowed the title and the imagery from the 1967 Cartoon Episode of the same name, it has entirely reworked the storyline at the deepest of levels.

The differences are so fundamental that there's no real value in enumerating them all. But to give you an idea of how deep these changes go, let's just contrast this one single scene between the two tellings.

• In the View-Master version. "Bruno Arlington" poses as the gallery director. He steals the paintings, then calls the police and falsely informs the Police Lieutenant (depicted) that Spider-Man took the artwork.
• In the Cartoon version. "Charles Cameo" poses as the great painter "Salvidore Fricaso" and goes to the gallery where Fricaso's paintings are being displayed. He complains to the real gallery director that all his artworks have been mistakenly hung upside down, and in a great huff insists that he will now remove all of his pictures! This is done by his chauffeur and bodyguard "Brutus" (depicted).

As you can see that superficially there are a couple of things in common — a villain uses disguises to steal valuable art objects — the way this is done, how the characters interact, and nearly all of the actual events, are really quite distinct.

For example, that picture in slide A2 where Peter Parker is taking a photo as part of the origin story? That's not actually Peter Parker. Instead, it's a frame taken from the opening scene in the cartoon episode where "Charles Cameo" disguised as Peter Parker, uses a camera with a special "blinding flash" to steal a valuable book from a museum!

So I'm going to abandon any attempt to give a break-down of the differences between the View-Master with the Cartoon. They're entirely different stories.

[A6: Parker, It's Your Assignment!]

Jameson: Parker, I want you on the job right away! Get down to the art museums in town see what you can pick up. SPIDER-MAN's gone berserk!

It's incredible really how people can write these stories and not know the difference between a photographer (like Peter is) and a reporter (like Peter is not).

Also, Imma say it loud for the ones at the back. Peter Parker does NOT wear glasses. Not even in the TV Series! I don't know who that guy is supposed to be in the slide, but it sure ain't Peter. That frame doesn't even seem to appear in the cartoon episode.

[A7: Bruno, Man of a Thousand Faces!]

Museum Director: Ha, ha, ha! The fools suspect nothing. Little do they know that I am truly Bruno Arlington, master of disguises, and super-crook of the century.

Honestly, I've got more than a little sympathy for Bruno. He's the most likable character we've seen so far.

Somebody I don't have a lot of sympathy for is the Narrator. If we can just jump back to scene A4 up above, I would like to point out that the Narrator specifically said:

Narrator: What our whimsical hero does not know is that someone is using his superidentity to steal valuable paintings

And it's even more explicitly claimed in the introduction.

Bruno Arlington, master criminal and man of a thousand faces, has disguised himself as our web-slinging buddy.

I mean, sure, you could technically make the argument that Bruno "used" Spider-Man's identity. In the way that when my wife says "Who ate the last of the chocolate?" and I say "Must have been one of the kids!" then I'm "using" my children's identity to commit a delicious chocolaty crime.

But right here and now, I feel this is pretty damned misleading. For sure, (spoiler alert) Bruno poses as Spider-Man later on. But the Narrator is getting way ahead of himself here.

Also, if my wife is reading this... the example about the chocolate is purely hypothetical, OK?

WOW, TRUE BELIEVERS! CHANGE TO REEL B!

[B1: There's That, Imposter, Bruno!]

Narrator: Meanwhile, back on the streets, SPIDER-MAN has arrived at the Tiffany Art Gallery.

Spider-Man: Jumping skyscrapers, gang. Since I left you last, I've turned from superhero to super-crook. I'll bet that sneak, Bruno Arlington, is at the bottom of this. Think I'll spin down and take a look.

Three things:

1. Pick a lane, guys. Is it Museums, or Art Galleries?
2. "Jumping skyscrapers." Really? That's what we're going with?
3. I know Spider-Man is smart. But damn, that was some fast deduction based on basically zero evidence.

I mean, Spider-Man hasn't even stepped inside the Art Gallery yet. He has simply looked at Bruno from across the street, and seen right through his disguise like The Lock-Picking Lawyer opening a tube of Pringles.

Poor Bruno. "The man of a thousand faces, and none of them good enough to fool Spider-Man."

Seriously... that's just disrespectful right there. Spidey could have at least pretended to be fooled for half a reel or so. What happened to basic professional courtesy? Bruno worked really hard on that makeup and mustache, and for what? "Oh, yeah, that's gonna be Bruno down there."

[B2: Take That Bug Head.]

Bruno: Well, if it isn't old Web Brain himself. Put some color into your life, Mandible-face!

(Sound of paint being squeezed from a tube).

First up. Do not try this at home, kids. Well, not indoors at least.

Secondly, this is definitely a bold move when confronted by Spider-Man. Full double-auto with two giant tubes of oil paint. Nice!

[B3: I Can't Move in This Glue.]

Spider-Man: It's over, Bruno. You've just lifted your last painting. Uuhgh... I can't move. This stuff's like glue!

Bruno: So long, SPIDEY old pal. Thanks for giving me time to make a getaway.

I have a slightly pained expression on my face right now, as Spider-Man is defeated by oil paints. We're very much into "unwilling suspension of disbelief" territory.

[B4: This Case Has Me on the Wall!]

Narrator: Three days later, SPIDER-MAN is still searching for Bruno Arlington.

Spider-Man: Where is that one-man masquerade? I've crawled up and down every wall in the city and still no Bruno!

Well, yes. If you're looking for an art thief by crawling up and down the walls of skyscrapers, then I can understand why your success rate might be rather low. Spidey's commitment to the task is laudable. But his common sense is laughable.

Honestly, I'm kind of impressed that Spider-Man has a spare three days to spend on a task like that. Does he really have nothing better to do in his personal life, or in his working career as a reporter, or even as a Super-Hero? Is climbing up and down walls the only thing he can think of to pass his days?

Poor guy needs a hobby.

[B5: I'm Jameson, Not Bruno.]

2nd Museum Director: So SPIDER-MAN caught you trying to steal our jeweled vase, eh?

J. Jonah Jameson: Don't be ridiculous. That bubble-headed spider nut found me near the vase and told me I was Bruno Arlington. I'm J. Jonah Jameson, Editor and Chief of the DAILY...

The term would be "Editor-in-Chief." And as for "bubble-header spider nut"... I'm impressed at Jonah's self-restraint in his language. There are those who would resort to harsher terms in their criticism, were they subject to the same circumstances!

[B6: "Sorry, J.J." Bruno Scores!]

Spider-Man: A likely story! Why, I'd recognize the real J. Jonah Jameson anywhere!

(Aside) Little does he know that as Peter Parker, I see J. Jonah Jameson every day!

Now, off with your disguise, Bruno! (Pulls).

J. Jonah Jameson: Ouch, help! Lay off, you idiot!

Spider-Man: Oh no! I've done it again. It really is J. Jonah Jameson! Er... ah, sorry, J.J.

2nd Museum Director: (Aside) What a perfect time to steal the jeweled vase. Just when Spider-Man's become a superchump! Ha, ha, ha!

After dazzling us with his first brilliant attempt at identifying Bruno from across the street, Spider-Man's subsequent crushing failures to identify J.J. or Bruno close-up and in-person make it clear that the first success was purely luck. The web-slinger has no idea what he's doing.

I think we all have to concede that Bruno is the smartest man in the room by quite some margin. I'm going to be cheering for Bruno from now on!

[B7: Spidey Takes a Ride...]

Spider-Man: (Sound of speeding car) I'll get you this time, Bruno!

Bruno: That's what you think, pal. Drive under that low bridge, Spike, and clean the bugs off!

Change to Reel C. Keep goin' gang... just watch the Spider fighters sling their webs!

[C1: ...but Suffers a Hard Fall.]

[C2: Spidey, We've Found Them!]

[C3: I'll Get Bruno, Chief.]

[C4: Spider-Man Spoils Bruno's Aim]

[C5: Spidey Proves Bruno's a Yo Yo.]

[C6: Bruno and Spike Captured.]

[C7: Spider-Man Really Swings!]

Footnote

Each individual View-Master slide is pretty small. 11.5mm x 10.5mm. That's something like ⅜" for our non-metric friends.

I tried various constructions with LED lamps, cardboard with holes cut into it, magnifying glasses, and whatnot in my attempt to find a way to take a good photo of the slides. None of them were effective. In the end, the approach that worked best was the simplest one. Just put the reel into the View-Master, and hold the phone camera up against the right eye-piece.