The Roll-a-Show movie viewer was a handheld and hand-cranked film viewer for children. The film cartridge was placed in the viewer, and the viewer held up to the light while turning the handle.
It appears to have been introduced by Sawyers in 1965 under the Tru-Vue brand. Sawyers Inc. had introduced the View-Master in 1939, and later acquired Tru-Vue Inc., a former rival stereoscope manufacturer, in 1952.
The cartridges used 8 mm film and needed no threading or rewinding as they used an endless-loop. The content appears to be cartoons, including Disney.
It’s unclear how long the movie viewers or cartridges were produced for, but in 1966 Sawyers was purchased by GAF along with all its product lines.