Before the UK had nationwide television ownership, cinema was one of the ways the government could distribute war propaganda and public information films.

Beginning in the First World War, when cinema was extremely popular, the British government started releasing propaganda films. These films were created with two goals in mind, to either create a sense of patriotism or encourage the British public to help with the war effort. 

The use of propaganda in cinemas continued into the Second World War, with many visiting the cinema more than once a week to view newsreels with vital information about the war’s progress. These newsreels weren’t as successful as hoped, as they lacked information about how the war was progressing. The Ministry of Information let war-themed comedy sketches take over the factual parts of the films, and propaganda was comprised of slapstick comedy. The British public rejected the MOI’s propaganda and so, public information films were made instead. This did little to placate audiences, as the films were considered too short and depressing, not doing enough to create escapism from the horrors of war.

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After WWII, cinema declined in popularity due to the increased interest in television, and a cinema outing was more of a conscious act. Advertising time from the 1950s was pushed towards the advertisement of goods and services, with more time being dedicated to these adverts, unlike those on television. As the BFI puts it, ‘cinema advertising offered a bigger bang for your advertising buck’. See this incredibly long 5-minute advert for Persil, made by Richard Massingham, a public information films giant known for Coughs and Sneezes, 1945. Though not as many, there were still public information films running, such as this saucy ‘Keep Mrs. Dawson busy’ campaign from 1991! With such an important role in the lives of pre-television audiences, the cinema helped to develop what later became the much-loved television PIF.