If spending an afternoon at the cinema sounds like a relaxing way to spend the day, think about the times when you didn't even need to leave your seat to get your treats! 'Usherette Trays' were worn by cinema staff during the intermission and they were filled with tasty food and drink. Spend some coins, get well fed and stay seated to see the advertisements flash past on the screen!
This tray was for 'Frosty Jack' ice cream- a Wellington brand which was sold from 1924 to 1967. Like many local companies it had a limited distribution- 'Frosty Jack' didn't even get to the South Island until the 1960s. However, this effort may have caused the company to loose money and they sold to a larger firm who then stopped making ice cream a few years later.
As early as the 1930s 'Frosty Jack' trays were being used in cinemas during the weekend matinee screenings which were popular with children.
This 'usherette tray'' was most likely used in Horowhenua cinemas.