During the First World War the New Zealand Government was fighting an internal battle with 'shirkers'- the men who (for whatever reason) were not enlisting in the forces even though they were eligible to. Shirkers were portrayed in newspapers and posters as weak men who looked unkempt and shifty, as opposed to the strong, masculine soldier. Some papers fretted that the shirkers would father children while the soldiers were away, weakening the New Zealand national character.

Of course, given the punishments and social stigma, it took as much courage to be a conscientious objector as it did to sign up for the army. In Bulls, a local blacksmith refused to serve young men who were not in the army without a good reason and many such men were accosted in the street and on public transport.

They were also accosted in the cinema via government promotional slides like this one. The expensive 'dress circle' seats were taxed to help pay for the war- but the cheaper 'stalls' below were exempt as they provided an important boost to morale. By 1917  it was stated in Parliament that “not less than 550,000 people go to picture entertainments every week." What better place to show a recruiting slide?

This slide urges uncommitted men to join the forces by emphasising the loss of pride of having others fight for them, and highlights the personal contribution they needed to make to the war effort. 

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 The rise of international tourism also led to complaints from the visitor industry about the now outdated law.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

This is not the slide you would want to see projected on the screen before your film started! The sound track of analogue films ran beside the images (asides from a few very early, very seldom used systems) so if the sound track was damaged there was little which could be done. Luckily it only impacted a few minutes of footage in this case!

In some cinemas this was more likely to happen. In very early New Zealand cinemas a reel of  short films would move from one operator to the next and if you were the last cinema on the line the images would be worn from all the previous screenings. Some First World War newsreels were played into oblivion and no longer survive (although these did not have sound...)

In the United States of America some theatres host 'second run' screenings of films which have already been used by regular cinemas. These 'discount cinemas' often have films with slight imperfections due to their age (Titanic was screening in these budget theatres six months after its release date!)

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.