A promotional viewer includes a generally rectangular housing which can be engaged to an enclosure containing a recorded entertainment piece, or may be formed as an integral part thereof. The front surface of the viewer is provided with viewing apertures aligned over a portion of a continuous film loop mounted on turning rollers within the housing and illuminated by ambient light collected by a mirror in a lateral opening in the housing. To shield the other ambient illumination paths each of the viewing apertures may be provided with erectable shields.