December 19, 2016
By:
Ellery E. Foutch
In 1896, bodybuilder Eugen Sandow sat at a desk to devote himself to a mental task, rather than a physical one. He had recently returned to England from a trip to the United States, where he had collaborated with inventor W. K. L. Dickson on a mutoscope reel, an early moving-picture technology, and had posed for X-ray photographs after indicating his interest in the subject to Thomas Edison, who was proudly advertising his patented process for X-rays and fluoroscopes. Now, though, Sandow was working on his own invention. Self-consciously identifying himself as a “Professional Athlete,” he drafted a patent application for what he called a “novel and effective portable method of advertising” (figs. 1, 2). This mobile moving-picture device was to be mounted on a human body that would walk the streets while projecting lantern slides or films, bringing novel meaning to the newly-developing media and bandied-about phrases of “moving pictures” and “living pictures.” Sandow’s device for portable projection engaged with and re-conceptualized contemporary issues of mobility, technology, consumption, and urban spectacle. Although the proposed machine was never brought into mass production, this patent transforms our understanding of the history of “screen practice,” as articulated by Charles Musser, by proposing a mobile screen borne on the body of a pedestrian, meant to circulate through the city at night; it also expands our view of broader practices of urban advertising, media experimentation, and perception. The patent specification, emerging only a few months after the first successful projection of enlarged motion pictures (rather than the prior reliance on the kinetoscope and peep-box viewing), reveals the way the practice of viewing film might have developed. This article examines the circulating image of embodied advertising and corporeal technologies in the nineteenth and early twentieth centuries, positing a proto-cyborg whose interaction with machines and commodities superseded his interaction with other humans.