other time, if two new businesses literally take off as planned.

Watch out for helicopters, helium balloons and daredevil commercial photographers dangling precariously from high places. They will be taking part in Bermuda's newest industry -- aerial photography.

Not one, but two companies offering photographic services from the skies have applied for incorporation over the last two weeks.

The first was an application by businessman-cum-pilot Mr. Michael Smatt to form a firm called Bermuda Helicopters to provide high altitude services for anyone who wants unusual album shots.

And the dust had hardly settled before another legal notice appeared in The Royal Gazette on Friday giving note that it already had a rival -- with the planned incorporation of Coral Reef Enterprises.

The name might not suggest it, but Coral Reef Enterprises plans to offer a similar service; but with one major difference -- customers will have to shoot their film from a helium balloon instead of the comparative luxury of a helicopter.

Not for the queasy, perhaps, but the daredevil local snappers are expected to jump at the chance of floating above the Island with all the time in the world to capture its natural beauty as never before.

The company is being formed by little-known businessmen Mr. Robert Cummings, Mr. Terry Madeiros, Mr. Peter Everson and Mr. Lindsay Mailer.

Although none could be reached for comment last week, their legal ad says the new company will, among other things, acquire, own and manage helium balloons and carry on the business of aerial photography in all its aspects.

The men behind these two companies can only dream of having as fortuitous a start to running a new business as the new owners of The Robin Hood pub and restaurant.

Only days after they took it over, their pub was being filled by spectators arriving to watch the European soccer championships.

Under its previous management, the pub made thousands of extra dollars by televising live all the major soccer tournaments from around the world. During the 1990 World Cup in Italy, for example, the business made a small fortune out of ex-patriates and Bermudians alike who followed England's progress to the semi-finals.

So, showing a keen sense of business history, one of the first things new partners Mr. Rick Olson and Mr. Gary Sheppard did when they took over The Robin Hood was to make sure all seven of its television sets were tuned into the satellite station showing the European Championships in Sweden.

Mr. Olson said lunch-time takings doubled whenever a game involving England was shown.

"England are the big draw for us,'' he said last week. "We had between 100 and 200 people in here for all their games. They doubled sales, mostly in bar sales.'' But the businessmen were left crying in their beer when England were sent crashing out of the tournament in the early stages by the host nation, Sweden.

"That's the loss of a couple of thousand dollars, easily,'' said Mr. Olson.

"We were banking on them going all the way and boosting our profits at the same time.'' The pub did not even have the consolation of enjoying a prolonged run by the second most-watched team, Scotland, who also went out at the first stage.

Mr. Olson says there is nothing like a top class sports event to pull in customers.

"For us, the European Championships was like having two weeks of Super Bowls,'' he said. "We can't wait now until the 1994 World Cup in the United States.

"And if Bermuda keep going the way they have been and actually qualify, not only will we have to order more beer -- we might just have to build an extension.''