Our True Intent Is All For Your Delight: The John Hinde Butlin's Photographs
Martin Parr
24.95  Out of print

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ISBN Number: 0 9542813 0 6
Number of Pages:
Publication Date:
November 2002
Chris Boot

Extraordinary tableaux of Butlin’s holiday camps in the late 1960s and early 1970s, originally made for publication as postcards, published in book form for the first time. The John Hinde Butlin’s photographs are a glorious moment in the story of British photography.

At the end of the 1960s Butlin’s was at its peak, attracting over a million Britons a year to its holiday centres, famous for their hi-de-hi catchphrase, redcoat hosts, and bargain packages with all entertainment included. Featuring saturated colours and elaborate staging (the trademarks that made John Hinde’s postcards the most popular in the world,) the images show holidaymakers enjoying the familiar staples of Butlin’s – the chalets and swimming pools, monorails and boating lakes, ballrooms, quiet lounges, and theme bars: the Pig & Whistle, Blinking Owl, South Seas and Beachcomber. Classics of their genre, the postcards had an impact on the young Martin Parr, who worked over two summers at Butlin’s in the early 1970s and introduces the images for this book. He describes these photographs as ‘some of the strongest images of Britain in the 1960s and 1970s’. The book is titled after the Butlin’s slogan Our True Intent Is All For Your Delight.

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