Rachelle Gowns- Cinema Advertising Slide (2)

Description

This is the second slide from Rachelle Gowns, and they both seem to follow a seasonal theme. The first slide (searchable on Kete, just type in 'Rachelle Gowns' in the search bar) had an autumn theme- but the daffodils on this slide seem to symbolise a spring collection.

The New Zealand Companies Register shows that Rachelle Gowns was incorporated on the 26th of November, 1962 and was dissolved in 1990. Going to the cinema was a lot less formal in the 1960s than it was decades earlier- but you didn't want to be scruffy! 'God Save The Queen' still played before each screening and stayed that way until the end of the decade. Newsreels also gave the cinema a more formal atmosphere of education as well as entertainment.  That, and the overseas fashions in 1960s films would have made the cinema the perfect place to advertise. 

Rachelle Gown's slide would most likely have been screened during the end of intermission. Kete Horowhenua also has a 1981 print ad from this business which can be seen here https://horowhenua.kete.net.nz/item/7ca73eeb-f726-4eb7-bdaf-94015d0f92d8 

Identification

Object type

Image

Date

1960s