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The Royal Futura is a portable, manual typewriter that was produced and sold from 1958 to 1962, by the Royal Typewriter Company division of Royal McBee Corporation. In appearance, features, and pricing, the introduction of the Futura marked a new direction in the production of Royal portable typewriters. Sales were supported by an aggressive print advertising campaign directed at students, and the Futura itself was heavily discounted towards the end of its run. The radical new design eventually found its way onto other Royal models throughout the early and mid-1960s, and the name "Futura" would appear on another model later in decade.
Contents
- Variations
- Futura 800
- Futura 600
- Futura 400
- Luggage case
- New in the box
- Highlighted features
- Advertising and target market
- Pricing
- Notable users
- In films
- Legacy
- References
The typewriter was manufactured in both the United States and Canada.
Variations
Although most Royal Futura advertising focused on the high-end model – the Futura 800 – there were two other models available. The Futura 400 and 600 were variations that differed in both appearance and functionality:
Futura 800
The Royal Futura 800 was the most popular, most feature-full, and most expensive model. It had a 44-key (48 character) keyboard. At the time, this was considered to be a full-keyboard and was more likely to be found on large office typewriters than on portable ones. The 800 also came equipped with a plastic, custom-fitted dust cover and internal felt lining to mute typing noise. Behind the paper table was a retractable V-shaped paper guide that allowed for easy viewing of work in progress. The 800 came in several different two-tone colors: "Periwinkle Blue", "Meadow Green", "Mist Gray", and "Cocoa" (often referred to as Salmon-Pink). A three-tone “Americana” model with red, white, and blue body panels was also offered.
Futura 600
The Futura 600 differed from the 800 in several key respects. Most notably, the keyboard had 42 keys (44 characters). This was the more common portable typewriter keyboard configuration and did not include the following characters: "1", "!", "=", and "+". The 600 lacked a retractable paper guide and was available in two monotone colors: Imperial Pearl Gray and Blue. Finally, the Futura 600 came equipped with a different luggage case than the 800 did and did not have its own dust cover.
Futura 400
Like the 600, the Futura 400 had a 42-key keyboard. Unlike the 600, there was no “Magic Column Set” and therefore, no way to set automatic tabs. The Futura 400 came in a single monotone color: Mist Gray.
Luggage case
All new Royal Futura models came standard with a luggage case. The Futura 800 case was bound in faux leather and included a Royal-branded luggage tag. The luggage case included with the 400 and 600 models was fiberglass and designed to look like a small tweed suitcase. All Futura cases were durable and included internal latches for securing the typewriter while in transit, and an external lock to prevent unauthorized access. The Futura 800 cases originally came with a leather handle while the 400 and 600 handles were made of plastic. All typewriter cases had durable hard-rubber feet to allow for safe, upright storage.
New in the box
A new Royal Futura came with the following:
• Instruction manual (which included a list of Service Centers Nationwide)
• Dust cover and Luggage Tag (800 only)
• One Twin-Pak ribbon
Highlighted features
Because the Futura (especially the 800 model) was designed with several features not found on other portable typewriters, the Royal Typewriter Company was eager to highlight the advantages of these features in its marketing materials.
The following features were most often emphasized:
• Magic Column Set: two buttons to add and remove tabs were located on the front panel of each Royal model 600 and 800 typewriter.
• Personalized Touch Control: this allowed the typewriter key sensitivity (amount of typing force required) to be adjusted to one of ten levels via a lever located under the machine’s cover.
In addition to these features, the durability of the Royal Futura was used as a selling point. The “96 Year Test” was a machine stress test performed at an independent laboratory to prove that the Futura was a more durable machine than others in its class.
Advertising and target market
The Royal Futura was frequently advertised in print. Advertisements could be found in the Saturday Evening Post, Popular Photography, Scholastic Voice, and numerous newspapers nationwide. The most prominent campaign ran in Life Magazine from November 1958 until May 1962. Most of this advertising shared some underlying themes. First, the primary market was high school and college students or recent graduates. Second, the advertisements themselves were just as often targeted towards the parents as they were towards the students. Third, several advertisements alleged that owning a Royal typewriter would improve a student’s academic performance. In May and June 1961, a $10 student gift certificate was offered to encourage the purchase of a Futura. Both national and local advertisements often played up the Futura’s distinctive looks. Phrases such as “New as outer space” and “Years ahead styling and construction” were representative of the taglines used during this time.
Pricing
The cost to purchase a Royal Futura varied by year and location. Advertisements overwhelmingly emphasized pricing for the full-featured model 800 and seldom mentioned the less-equipped models 400 and 600.
The average price of a Royal Futura 800 was roughly $125 (U.S.) in 1960; this is $1000 in 2015 inflation-adjusted dollars (as per the Bureau of Labor statistics Consumer Price Index calculator).
Notable users
Famous users of the Royal Futura include:
In films
A - period-appropriate - periwinkle blue Royal Futura 800 appears in the 2011 movie The Help.
Legacy
Neither the name “Futura” nor its distinctive design was limited to the three portables described above. Including the original Futura models, there are twelve known typewriters that share the Futura body (if not always the same features, keys, or colors). There is one distinct design that shares the Futura name and there are several additional models that share Futura design elements.
Models in this line were the 'Heritage', 'Heritage-Deluxe', and later the 'Heritage III'. In each case, the basic design was the same as the Futura’s. Differences included keys that were flatter (similar to the Royal Quiet DeLuxe) and a more muted range of color availability.
Finally, distinctive elements of the Futura body can be found in several other typewriters. Starting in 1961 and continuing throughout the decade, Futura design appeared in multiple Royal machines produced in Holland. Included were the: Royal Signet, Royal Parade, Royalite and Royalite 120, Royal Crescent, Royal Forward I (produced exclusively for Montgomery Ward), Royal Fiesta, and Royal Eldorado Deluxe. Although these machines were slim, budget portables aimed at a different customer base than the Futura was, their basic design is strongly reminiscent of Covey’s original vision.