Kete Horowhenua

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Poroutawhao School Middle Class Photo 1941

POROUTAWHAO MIDDLE SCHOOL1941 

Back: …….., …….., ?Bill Kiriona, …….., Angus Carle, Ross Arcus, …….., ……..

Middle: …….., …….., …….., …….., …….., …….., …….., Ray Penny, Martin Hartley, Jim Lawson

Front: …….., …….., …….., ? Tatiana Hohaia, Louie Hapeta, Nanny Hapeta, …….., …….., Thelma Hagley, Kathleen Hagley, Elsie Montgomery

NOTE: If you can name anybody, please pst a comment, or email Poroutawhao100@gmail.com

Poroutawhao School Middle Class Photo 1945

POROUTAWHAO MIDDLE SCHOOL1945 

Back: Ronald Rae-Douglas, Patu Eparaima, Basil Jones, Peter Reo, Mark Kiriona, Tony Kilsby, Charlie Hagley, Sidney Lyttelton, Gary McLennan, Norman Bovey

Middle: Inky Taylor, David Hagley, Douin Hapeta, Stephen Lewis, Graeme Lingard, Jim Tait, Jim Davison, Leslie Jones, Jim Jamieson

Front: ? Margaret Collins, Jean Montgomery, Dawn Gates, Rangi Hohaia, Ruth Nicholson, Tangiwai Tihema, Margy Hapeta, Ellen Graham, Gwen Davison, Patty Edwards

Poroutawhao School Junior Class Photo 1947

POROUTAWHAO JUNIORS1947 

Back: Sam Cameron, Toka Graham, …….., Ken Hirini, Brian Hapeta, Desmond  Ramsay, Clive Lingard, …….., ……..

Middle: Henare Tihema, …….., Wilf Vickers, Joyce Hemmingsen, ?Ellen….., Winnie Matakatea, ?Lynette Wilton, …….., Royal Eparaima, ……..

Front: …….., Diane Coleman, Annie Wright, Donna McLennan¸Florence Tatana, ? Elizabeth Hapeta, Polly Taylor, Maxine Tatana, Dorothy Elliott, Valerie Bovey, Doreen Hagley, Flora Elliott  

Poroutawhao School Middle Class Photo 1949

POROUTAWHAO MIDDLE SCHOOL1949 

Back: Brian Hapeta, Henare Tihema, Tom McDermott, …….., Koro Hapeta, Wilf Vickers, David Hagley, …….., Miss A Fletcher

Middle: Gordon Ramsay, Desmond Bismark, …….., Iwi Nicholson, Tai Tatana, Elaine Lyttelton, Greta Hirini, Arthur Graham, Matthew McMillan, Sam Cameron

Front: ? Beryl Cook, Donna McLennan, Polly Taylor, Girlie Tihema, Florence Tatana, Maxine Tatana, Marcelle Jansen, Hazel Green, Dorothy Elliott, Nancy Lewis, Flora Elliott 

Poroutawhao School Middle Class Photo 1946

POROUTAWHAO MIDDLE SCHOOL 1946 

Back: Douin Hapeta, Peter Reo, Gary McLennan, Warren Fido, John Hirini, Sidney Lyttelton, Tony Kilsby, Patu Eparaima, John Hagley

2nd Row: Inky Taylor, Jim Davison, Dawne Gates, Jill Reynolds, Rangi Hohaia, Tangiwai Tihema, Mariana Tihema, Gwen Davison, Margy Hapeta, Bob Graham, Brian Sutcliffe

1st Row: Audrey Cameron, Tuini Graham, Patty Edwards, …….., Marie Vickers, Inda Larkin, ……..,? Peggy Hapeta, Janice Lyttelton, Gloria Corner

Front: Jim Jamieson, David Gates, Norman Bovey, Jim Tait, Kenneth McLean

Shop Local in Ashhurst- Cinema Advertising Slide

'Shop Local' campaigns are not just a modern thing! Long before the internet made your computer a virtual department store, the motor car was quite literally driving people away from the local Main Street and into the big cities. Small cinemas often carried ads for local shops and in this Ashhurst example, a slide screened before these ads had a general 'shop local' message.

Who paid for this slide? The local business owners? The cinema manager- who got commission on every cinema advertising slide bought? Or was it a local business association who convinced the cinema manager to make a 'free slide' for the good of the town? We may never know. But we do know that by the 1970s many local cinemas had closed down as a night out became a night out of town. Many Horowhenua towns did not escape this trend.

Levin Brick & Pipe Co. Ltd- Cinema Advertising Slide

Pyramid Concrete Products was  granted a wholesaler's licence in 1940 and was advertising for staff in 1942, with both documents showing them as trading in Hamilton.  MAVtech cannot find any information about the 'Levin Brick & Pipe Co. Ltd' who were acting as their local agents in Levin.

It is difficult to precisely date this slide, but it may have been made during the post-war 'building boom' of the late 1940s/early 1950s'. According to BRANZ, many New Zealand houses in the 1950s/early 1960s were built using brick so this Levin company may have been very busy indeed- even if this slide is advertising concrete masonry! Still, nothing like being the most unique house on the street - especially as government loans for families building a home mandated 'state house' style designs....

World War Two Cinema Slide- National Savings Bonds

All combatant countries in the Second World War came to realise just how expensive modern warfare can be. In New Zealand taxes tripled between 1940 and 1945 so the necessary capital could be raised, with the government taxing to the economic limit.

For those with surplus funds, "National Savings Bonds" were introduced. These were loans made to the government for war purposes to be paid back (with some interest) when peace returned. By 1946, over forty million pounds had been invested in the scheme.   ‘Lend to defend the right to be free!’ was the overarching motto of National Savings and was put on posters, cinema slides and savings books.

With 30 million tickets sold in 1939, New Zealand's cinemas was the perfect place to attract attention!  

The mention of the serviceperson's sacrifice as a compelling reason to offer savings harks back to a theme in the First World War. In New Zealand some labour unions urged the government to raise taxes on the wealthy, arguing that if people's lives were being conscripted, so should capital. This was not directly taken up (but was effected indirectly through taxes on luxury items) and the idea was repeated on this slide.

World War Two Cinema Slide- Patriotic Appeal

Adamson Dudley Advertising was founded in May 1943 in Christchurch. It is unknown whether this slide was shown outside of the South Island or not, but ones like it would have been screened throughout New Zealand.


At the time, taxes were high to enable the New Zealand to keeping fighting in the Second World War, but citizens were urged to spend any disposable income with the war effort. War Bonds went towards the war effort and Patriotic Appeals like this one provided comforts to troops on the front lines, on leave and in prisoner-of-war camps.  The funds also helped toward rehabilitating returning service personnel. 


Local committees and elected Councils worked on collecting donations in their areas. Raffles were also held to raise money. Those who were judged to have the means to pay received personal letters and visits so if you looked wealthy you could expect some attention!   


Adamson Dudley Advertising must have done a good job as company records show them as being registered up until 1995!

Cooper's Hairdressing Salon- Cinema Advertising Slide

With cinema advertising slides appearing onscreen for only a few seconds, a bright bold design was essential! A witty pun was sometimes used to grab attention. This slide ticks all the boxes. 


A 'George Cooper' ran a hairdressing salon on Oxford Street and was advertising in the local paper in 1939. It is possible that this is the same business.  The hair style and hand colouring certainly looks to be from this era, but it is difficult to be sure.


Cinema Advertising Slide- Capstan Cigarette

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.

Cinema Announcement Slide- Coming Attractions

Long before the many-screened multiplexes, people saw films in a 'Picture Palace'. These venues were ornate cinemas with one big screen and usually with multi-level seating. The advent of television and the need to show more films more often saw the end of these wonderful venues. Foxton's MAVtech Museum (located in Coronation Hall) is a picture palace and it still has its 'dress circle' seating.

What could be more palatial than having a medieval herald make an announcement? This slide was shown right before the slides (or short reels) advertising upcoming films (known back then as 'coming attractions')

S. Mattar- Cinema Advertising Slide

There is some uncertainty about the location of this business- but we do know something about a 'S.Mattar'. Kete records show an 'S. Mattar' trading on Main Street as a draper in 1930. In 1945 an 'S. Matter' was trading as a hairdresser alongside tobacconist 'L. Matter' on Foxton's Main Street (near the intersection with Whyte Street). By 1950 'L. Matter' was carrying on business as a hairdresser and tobacconist alone.

In the  MANAWATU TIMES, VOLUME LVI, ISSUE 5588, 28 FEBRUARY 1931, PAGE 2  an 'S. Mattar' was part of a team who retained a bowling title.

Did 'S. Mattar' have a shop of his own? Or was this watch part of a family business? At this stage that is uncertain. 

While the notion of a watch which can wind itself 'better than you can' may seem somewhat insulting at first, you cannot deny the convenience! There have been references to self winding watches dating back to the 1770s- wrist watches had this innovation from the late 1920s. 

Given the uncertainty around the business, the date for this cinema slide is very approximate.  

S. Mattar- Cinema Advertising Slide (2)

 There is some uncertainty about the location of this business- but we do know something about  'S.Mattar'. Kete records show an 'S. Mattar' trading on Main Street as a draper in 1930 (in 1932 identified as the 'Kosy Cash Drapery'). 1937 saw him selling golfing supplies on Foxton's Main Street. In 1945 an 'S. Matter' was trading as a hairdresser alongside tobacconist 'L. Matter' on Foxton's Main Street (near the intersection with Whyte Street). 

By 1950 'L. Matter' was carrying on business as a hairdresser and tobacconist alone. In the  MANAWATU TIMES, VOLUME LVI, ISSUE 5588, 28 FEBRUARY 1931, PAGE 2  an 'S. Mattar' was part of a team who retained a bowling title. Did 'S. Mattar' have a shop of his own? Or was he part of a broader family business? 

This is one of multiple slides from this business searchable on Kete. This one advertises Gillette razors. The 'Blue Blade' razor was introduced in the early 1930s- however this slide looks to be a lot later than this. The date is only a vague estimation on this one!

Foxton Motors- Cinema Advertising Slide

Every cinema advertising slide has a story to tell- and the story behind this one has changed a few times! Local businesses loved cinema advertising as it was reasonably priced and could be targeted towards local audiences- this slide would have only screened in Foxton.

However, a few of the words on this slide have been edited out with tape. Foxton Motors still does panel beating, welding and engineering but the option of 'Duco Spraying' has been edited out and the breakdown crane service is not longer 'at all hours'. Another stickers shows that the business changed hands to a Mister/Misses 'Woodcock'. Did the new owner get sick of pulling cars out of ditches at 2am in the morning?

The Foxton Historical Society shows a garage on Clyde Street as early as c.1909 and a garage is still on the street today. Due to the lack of images on this slide it is hard to date just when it was made.
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