Most cinema advertising slides were examples of local advertising- but few were as local as this one. There has been a Manawatu Hotel on Foxton's Avenue Road since the late 1890s and when this slide was made (probably in the 1950s) the hotel was only a few houses away from the Coronation Hall cinema where this slide was likely screened!

How many cinema patrons stopped by the bar on the way home to talk about the film? Or had some dinner at the Hotel before taking their seats? 

'Beer gardens' only appeared in New Zealand from the late 1940s so Foxton was part of a trend and trying to keep 'good taste'. The term 'Mine Host' is a jovial expression for a bar landlord/manager and is an old term for 'my host' which survived in popular culture.

Ernie Head is 'mine host' when this slide was shown- replacing the former host whose name was covered over. 

After closing for a time the Manawatu Hotel reopened in 2013 is still trading as of 2023. Coronation Hall is now home to the MAVtech Museum but still has its projectors and 200 seats- perfect for the monthly movie night! 

During the Big Dutch Day Out 2022 a monkey kite got caught in the fans of the De Molen windmill, and ended up imitating King Kong on the Whare Manaaki! This caused much merriment until the kite master could remove it....

This was taken by Foxton photographer Jacob Brookie with a 1950s Yashica 'A' twin lens reflex camera. Made in Japan, this was an affordable camera for the enthusiast photographer and Jacob has used it to take many photographs around Foxton. 

The Yashica is owned by the MAVtech Museum of Audio and Visual Technology.

Cinema advertising was big business to the point that companies were even sponsoring the intermissions! The 'Time for a Capstan' advertising campaign was popular in New Zealand in the 1940s and 1950s. These ads associated having a Capstan cigarette with relaxation. During the Second World War they were often promoted to women who had just entered the workforce as a way of unwinding after a workday.

During this time the cinema interval was long enough to catch up with friends, restock your confectionary and have a cigarette. As a result of the increasing evidence between smoking and cancer, cigarette advertising in cinemas ceased in 1973.

'Magic Lantern' slides were designed to be projected in a machine like this one. The magic lantern is an early type of optical projector and has been around in some form since the middle of the 17th century. The slides they used had drawings or (from 1849) photographs. Smaller slides became popular in the 1930s and by 1960 the magic lantern was virtually extinct. 

In Victorian times travelling lanternists would give shows in many Horowhenua towns. Sometimes they would be comical but most of the time they were educational- giving views and information about far off lands and new discoveries. By the early 20th century the lanterns were being used by schools, churches and conservation groups. Keen photographers would also make and screen lantern slides of their families.

This particular magic lantern was made in England in the late 1940s- aimed at domestic users or small classrooms and company presentations. Johnson did not design it- they bought the moulds from Ensign whose lantern factory was destroyed during the Blitz. Unlike earlier kerosene powered lanterns, the Optiscope uses a mains powered light bulb.

A range of magic lanterns are on display at Foxton's MAVtech museum of audio and visual technology.

A slide designed to be projected with a 'magic lantern'. The HMS Hood was the biggest warship in the world for much of her service and was the pride of the Royal Navy. Seen as a reminder of the power of Empire, the 'Mighty Hood' visited New Zealand in 1924 and 1936. This photograph was taken during one of these visits.

Slides of the visit would have been viewed around Aotearoa at the time. HMS Hood's 1936 visit was especially important when the warship's presence provided a sense of security as war brewed in Europe. However, the Hood was sunk when fighting the German 'Bismark' in 1941. 

A slide depicting a traditional farming scene from New Zealand made in around the 1920s. Agriculture was a popular theme in New Zealand painting, photography and literature at the time. The fact that it formed the biggest part of our economy no doubt had something to do with this.

This slide was designed to be projected onto a wall using a 'magic lantern' projector. 

Records on Kete Horowhenua show the Foxton Shoe Company located on Main Street in 1950 and 1955 (but it may have existed before and after those dates). They were located just to the right of the Whyte Street intersection (from the perspective of Whyte Street).

In a time when many jobs required a suit, having a fine pair of shoes like this was a must. This slide would have been shown in Foxton cinemas in the 1950s (most likely during intermission). Cinema advertising was popular with local businesses due to it's low cost and with around forty million cinema tickets being sold per year at the time these ads had reach! 

MAVtech's collection of advertising slides provide a glimpse into many businesses which have long disappeared. How many small towns today have a specialist shoe shop? 

From 1953 to 1993 the Himatangi Radio Transmitting Station was one of our links to the outside world. Before it opened we could only radio as far as Australia and relied on Sydney technicians to patch us through to other locations. The opening of the Himatangi Station changed all that.

For much of it's life the station was a 24/7 operation with married staff living nearby in Post Office housing and single men living in hostels onsite. This duty logbook covers much of the 1980s and was the record of who was operating the station each shift. It is pictured with part of the station's control panel. By the 1980s much of the station was automated and the Warkworth Satellite Station (opened in 1971) had eclipsed Himatangi in importance. But keeping the station on air was still a big job. 

Parts of Himatangi's control panel and transmitters can be seen at the MAVtech Museum in Foxton's Coronation Hall. 

This is a page from the last log book of the Himatangi Transmitting Station. The station started it's career in 1953 with an early highlight being the transmission of the Queen's Christmas Message during her 1953 New Zealand tour. By 1993 satellite stations were replacing radio as the main means of international communication and the station shut down only a few weeks after these entries were made.

The station was government run and transmitted messages via radio- another station in Wellington acted as the receiver. Before undersea cables and satellites, these radio stations were our main link with the outside world.

Attack submarine motors were used as backup generators in the 1960s to ensure Himatangi never ran out of power. 

A control panel from the station, and many historical documents, can be viewed at the MAVtech Museum in Foxton's Coronation Hall.

 A portable transistor radio bought on the 13th of April 1962 from Woolworths in Oxford Street, Levin. With original box, user manual, warranty and sales card. Transistor radios were smaller and more reliable than the old valve radios and did not need a 'warm up time'. They first became popular in the mid 1950s and were soon the latest and greatest thing to have.

Autocrat made this model in New Zealand- but in the late 1950s these portable radios were hard to get. In fact, they were one of the most common items Customs found being smuggled into the country at the time! It wasn't the only illegal thing involving these little radios- teenagers would use them in their rooms to secretly listen to the 'pirate radio stations' of the 1960s.  

With intermissions becoming less popular and automation taking over in cinemas around the world, projectionists needed a way of screening a whole movie without a break. The answer was the film platter- a giant motorised spool for a length of 35mm film. 

This platter was made by Foxton local Colin Martin.  Projectionist Gavin Cowren (now the projectionist at MAVtech) remembers it being powered by a series of vacuum cleaner motors. Despite it's home-made appearance it had a long, useful life and could screen a three-hour movie in one go!

You can see the platter at the MAVtech Museum in Foxton- and find out more about it's incredible story!

A vintage gramophone from 'His Master's Voice' (The Gramophone Company Ltd) from around 1910. This model belonged to the Burr family and seldom left Foxton in over a century! It is now on display with many other vintage musical machines at MAVtech in Foxton's Coronation Hall. 

This gramophone was made before electric amplifiers were invented so needed a large horn to make itself heard. There was no volume control- putting a sock (or cloth) into the horn was the only way of quietening down a gramophone!

Health stamps have an important place in New Zealand history. They worked like a regular stamp but cost ever so slightly more with the extra money going towards children's health camps.

These camps were set up in 1919 to benefit children with minor physical disabilities and nutritional problems. Complete with fresh air, good food and fun activities they soon proved popular and necessary. The first health stamp was issued in 1929. This slide screened in cinemas to encourage patrons to buy the 1973 version of the health stamp.

In 1996 $158,000 was raised through these stamps but e-mail proved to be their undoing- just $35,000 was raised in 2007. By 2017 the cost of designing and printing the stamps was far higher than the money they raised so New Zealand Post discontinued Health Stamps.

Cinema advertising slides were usually shown in theatres at the end of the intermission ('God Save The Queen', a newsreel and a sports feature were often featured before the film). But 'advertising' wasn't just for local businesses- local clubs and groups had messages screened alongside official government messages and ads for upcoming features the theatre was screening.

This slide is advertising an athletics day in Foxton's Victoria Park. It dates to around the 1950s/early 1960s and is now a glimpse into what early evening entertainment looked like before television.....

In the 1950s cinema advertising was extremely popular for small New Zealand businesses. The average New Zealander made seventeen trips to the cinema by the end of the decade. Forty million cinema tickets were sold in 1960 alone! 

Cinema slides were inexpensive to make so local businesses could afford to advertise in a handful of local cinemas. This ad would probably cause a stir if screened today- corporal punishment was outlawed in schools in 1990!

In 1950 Johnson's Bakery was on Main Street, between the intersections of Whyte Street and Clyde Street. More information can be found on the following Kete page

https://horowhenua.kete.net.nz/item/3f2158a5-57a3-4441-8486-116931202d7c

This slide would have been shown as part of a national campaign from the 1970s (approximately). In the early years of Civil Defence some print media outlets, angered by government refusal to include them in emergency planning sessions, were reluctant to support Civil Defence's non-emergency press releases. As a result, direct messages like this one in cinemas would have been very valuable.

The slide shown here was screened during intermission in the wider Manawatu/Horowhenua area. 

Just as we sit through ads before watching videos on YouTube, audiences were viewing advertising slides in the cinema over fifty years ago. Each slide lasted for only a few seconds and were shown at the end of intermission as the audience waited for the second half of their picture to begin.

Nobody goes to the cinema to see advertising and W.A. Coleman must have known this thanks to their slide's witty pun.  Each slide was shown for only a few seconds so the best of them had an eye catching design and a quick, memorable message. On those criteria this is one of the most effective slides held at MAVtech!

The Companies Offices shows W.A. Coleman was registered in 1956 but are no longer trading. Thanks to cinema advertising slides many local businesses live on in the archives of many museums.

Foxton Fizz has been a Horowhenua icon since 1918. Founded at a time when many New Zealand towns had their own soda drink, it is now one of the last brands surviving. 

Keeping local support would have been crucial, and this slide was shown around the Foxton cinemas in the 1950s/1960s. 

Cinema slides were only shown for a few seconds- otherwise the heat from the projector lamp would crack the glass! The photograph was hand coloured and may have been a stock  photo- 'Foxton Fizz' does not appear on the bottle the model is holding....

MAVtech has a broad collection of magic lantern slides- but none are more haunting than this one. We know very little about the person in this photograph. From his uniform we know  he was a lieutenant in the First World War. He is wearing a gas mask to protect against enemy chemical warfare attacks (or 'friendly' gas blowing back towards his own lines). His uniform is clean- it is unlikely he was photographed anywhere near 'The Front'.

It may have been a snapshot. Private cameras on the Western Front were banned from 22nd of December, 1914. One soldier found with a camera was sentenced to three months imprisonment with hard labour. However, the rules were often disobeyed and were sometimes laxer with regards to 'Officers' like a lieutenant. Cameras were also allowed 'behind the lines'  or off-duty, when this picture may have been taken.

But it is more likely that this was an official photograph taken to be displayed during magic lantern lectures at the home front. People were desperate for any news of the war and were eager for photographs. This soldier looks clean, well fed and comparatively relaxed for someone preparing for a chemical attack. He would have been a reassuring image for those back home.

Back when Foxton Beach had fewer residents (and far fewer phone numbers) it was possible to sell fruit and vegetables street by street twice a week. At least, that's what Mister Hitchings did! His cinema advertising slide would have been shown at local theatres for a few seconds at a time- otherwise the heat from the projector arc would crack the slide. 

Given that each slide was shown for such a short time, the best of them used eye-catching, simple designs like this one. 

However, MAVtech cannot find any references to Hitching's business in Kete or in other records, so it may not have survived in Main Street for long. Cinema advertising slides were a great source of promotion for local businesses due to their low cost and (in a time when going to the cinema was sometimes a weekly pleasure) a high reach. Today they are often the only trace of historical businesses which survive. 

This classroom resource was issued by the Department of Education to Levin's Saint Joseph's School in the 1970s. It brings to life two of Aesop's fables- The Tortoise and the Hare as well as The Rat and The Lion. 

These audio visual kits were the 1970s equivalent of today's smart whiteboard and internet connection- they brought the world into the classroom. Each contained one or more filmstrips- single images (sometimes cartoons, sometimes photographs) on a long strip of 35mm film which were shown one at a time through a projector. An audio cassette tape provided background narration and music while a booklet contained a transcript and ideas for class activities.

The Department's 'Visual Production Unit' made some filmstrips themselves of local topics such as industries and New Zealand geography. However, these children's stories were bought from Weston Woods Studios, an American company based in Connecticut. Weston Woods was acquired by Scholastic in 1996.

Boosted by a wave of European immigrants as well as overseas literature and film, 'café culture' was on the rise in 1950s Aotearoa. It started in the big cities where they overtook the pre war 'milk bars' but there ascendancy was scuttled by the arrival of television and the abolition of six o' clock closing for bars. Today cafes have had a resurgence.

Thanks to 'Snow Whites De Luxe Cafe' there was no reason for Levin to miss out on the big city excitement! They probably didn't really have seven dwarfs but this slide was shown in the cinema- a magical place where reality was suspended for a while, and many advertisers were liberal with their claims on their slides! 

This slide would have been shown by cinema management whenever there was an important announcement to make. Sometimes this might be news of new treats at the food stand. Other times it may have been more serious- like a call for assistance from any doctors in the audience. The projectionist would write on the yellow bar of the slide with removable ink and would rub out the writing after the screening.

There might not seem like much space- but the slide didn't have a lot of time to get the message across. The heat from early carbon- arc projectors would crack the slide in a few seconds so it was displayed and then withdrawn quickly! 

Some cinemas had basic, picture - less 'blank' slides for these announcements, but the cinema who used this one went really fancy!

 Before digital media came to the cinema, adverts were shown using transparent slides. Each slide was loaded into the projector for only a few seconds, otherwise the heat would cause the glass to crack. They were usually shown during the intermission, just as the audience was returning to their seats.

Because these slides were inexpensive to produce, local businesses could afford to take out advertising with a handful of local cinemas.  Having a safari seemed a strange way to advertise a local shop- if a shopper found a live lion on Oxford Street they would have had quite a shock- but it made sense in the cinema. Action and adventure movies were popular (including the 'Tarzan' series) so this ad just added to the escapism. 

  Before digital media came to the cinema adverts were shown using transparent slides. Each slide was loaded into the projector for only a few seconds, otherwise the heat would cause the glass to crack. They were usually shown during the intermission, just as the audience was returning to their seats.  

To keep costs down for advertisers some local businesses used 'stock illustrations' for their slides- like Jones' Post Office Store in Foxton Beach probably did. The happy fisherman is carrying a trout on his back and a triumphant look in his eyes- but most Foxton fishing happened in the sea! 

Before digital media came to the cinema, adverts were shown using transparent slides. Each slide was loaded into the projector for only a few seconds, otherwise the heat would cause the glass to crack. They were usually shown during the intermission, just as the audience was returning to their seats.

Because these slides were inexpensive to produce, local businesses could afford to take out advertising with a handful of local cinemas. This ad for a Foxton plumber gives a warning to those thinking of doing a bit of DIY! According to the Yellow Pages O'Leary and Sons were founded in 1956.

One of a series of slides which were shown during intermission in Horowhenua cinemas. As they were very cheap to produce, local companies could easily advertise with their closest cinema on a budget.

This local ice cream company would have had some competition in the concession stands. The Kerridge-Odeon cinema chain made it's own New Zealand ice cream just for it's theatres! 

Cinema advertising slides flashed up on the screen for only a few seconds before the projector heat forced them to be changed. Many local businesses took out advertising with the cinemas and MAVtech has a large collection of local slides. Some, like this one, seem a bit unsettling today! 

Most of the Foxton businesses who took out these ads were just down the road from the town's cinemas- so ads like this one would have encouraged people to do some shopping on the way home or (for later screenings) next time they were in town.

This Kete link shows the Co-Op Butchery in Main Street in 1950, across from the Clyde Street intersection. An early 'Co-Operative Butchery' was in existence as early as 1889 on Main Street, managed by John W Walsh (who later became a butchery owner)

https://horowhenua.kete.net.nz/item/3f2158a5-57a3-4441-8486-116931202d7c