Wartime Cinema Christmas Greeting

1 Jan 1940
Sound
1m

A thoughtful Christmas message in hope of peace from early in WWII - the absence of loved ones hit hardest at holiday times.

A Christmas greeting was a familiar extra in the mid-20th century cinema programme. Whether produced by the cinema chain, advertising agent or local owner, a short message to a regular audience was a courtesy and a subtle brand placement opportunity. For this wartime greeting the message appears more heartfelt, and is completely unbranded. The rural images are perhaps a clichéd picture of "what we're fighting for", but it nonetheless offers a moving moment of reflection. Now on with the film!

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From the collection

WWII at the Pictures

Once the cinemas were declared open for business, the film industry kept the reels turning, serving up a mixed diet of news, morale-boosting propaganda and uplifting entertainment.

In the early days of the war, cinemas were closed as a public safety measure, but authorities were soon persuaded of film's many virtues in wartime. Newsreels kept spirits up and relayed vital information, documentaries rigorously explored every aspect of life and work on the home front, and an array of animations and short films imparted practical tips and guidance.

Feature films, meanwhile, offered equal parts inspiring wartime stories and escapist fantasy to bring relief from everyday trials. And with gender roles evolving and so many men away from home, producers were forced to pay more attention (long overdue!) to the tastes and interests of women cinemagoers - with fascinating and enduring results.