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 The rise of international tourism also led to complaints from the visitor industry about the now outdated law.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.

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 The heat from early carbon- arc projectors would crack the slide in a few seconds so it was displayed and then withdrawn quickly!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!

Some cinema advertising slides were advertising- advertising! But when this slide was made (1930s-1950s) it could boast some very important sales points.....

'Solus position' is an advertising term and means that the ad is isolated away from other, competing ads. One slide at a time was shown during the intermission 'advertising run' and each filled the screen. All eyes would have been on the ad as the cinema would have been darkened.

'Full Colour' was a worthy claim at a time when most domestic printing did not do colour that well. This was a common complaint of photographers which persisted into the 1960s. Even when television arrived it was black and white for over a decade. All the more reason for cinema advertising to have an impact.

'Low Cost' is a relative term, but 'good value' would be a true claim. The advertiser could place slides in one local cinema or across the whole chain- or any number in between! This kept the ad where the customers were.

With these selling points no wonder cinema advertising slides were a popular way of marketing. MAVtech's collection of local and national cinema advertising shows just how sensationally popular they were. Have a browse on Kete by searching 'cinema advertising slide' to find out! 

But slides weren't the only way of advertising on the 'big screen'. By the late 1950s 'Dominion Screens Limited', which serviced and was owned by the Amalgamated Theatres chain, was selling screening time for one minute advertising films and Screens Advertising Limited sold space for one and a half minute ads.