More Info →Cinema Advertising Slide- Six P.M Closing

Object type:Image

Description: As part of wartime measures, 'Six o'clock closing' became law in 1917. This meant that all pubs had to close at 6pm- a rule which was enforced. Even after the war ended the law continued, but it was the subject of referenda as the years went by.

Supporters of 6pm closing argued that it was better for families because men (who were the primary breadwinners of households at the time) would not stay out late in pubs. However, this often resulted in the infamous 'six o'clock swill' where men would drink as much as they could between leaving work and closing time, with no time for eating.

Six o'clock closing was retained in a 1949 referendum but defeated in 1967. The restaurant industry complained that it was difficult to sell alcohol with meals and patrons of clubs thought the rules were an intrusion. The rise of international tourism also led to complaints from the visitor industry about the now outdated law.

This slide was from the 1949 referendum. Based off its slogan, it was made for
"New Zealand Alliance for the Abolition of the Liquor Traffic"- a prohibitionist group who supported 6pm closing. Initially, many pubs and breweries supported 6pm closing as well, seeing it as a way of appeasing prohibitionists who might otherwise advocate for a complete ban on alcohol sales.

With cinema attendance still climbing to record highs, the big screen was used by both sides of the argument to spread the word.