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Advertisement: Life Targets, the new sport, No. 93 The Wicker (shooting at cinema pictures that stop when you shoot and show by a point of light where you hit), 1915
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Advertisement: Life Targets, the new sport, No. 93 The Wicker (shooting at cinema pictures that stop when you shoot and show by a point of light where you hit), 1915
Image from Whats On in Sheffield, Vo. IV No. 70 Feb 1915 (Sheffield Local Studies Library MP 6467 M)
Sheffield City Archives and Local Studies Library has an unrivalled collection of images of Sheffield, England
Media ID 14042674
© Sheffield City Council
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Caption: In this print from 1915, we catch a glimpse of an intriguing advertisement that once adorned the streets of Sheffield. The image showcases a unique and thrilling sport known as "Life Targets" which promised an exhilarating experience for all those seeking adventure. No. 93 "The Wicker" was one of the many innovative attractions offered by this new sporting phenomenon. It involved shooting at cinema pictures that would freeze upon impact, revealing the precise location hit through a mesmerizing point of light. This cutting-edge technology brought together the worlds of entertainment and marksmanship in an unprecedented way. As we delve into this historical snapshot, it becomes evident that advertisements played a crucial role in promoting such novel experiences to the public. The vibrant signboard stands tall against the backdrop of Wicker Road, catching the attention of passersby with its bold typography and eye-catching imagery. This photograph serves as a testament to Sheffield's rich cultural heritage and its penchant for innovation during times gone by. Preserved within Sheffield City Archives, it offers us a window into an era when unconventional sports captured people's imaginations and pushed boundaries. While details about the company behind this particular advertisement remain elusive, let us appreciate how it encapsulates not only their marketing prowess but also reflects society's fascination with new forms of leisure activities – ones that combined skill, competition, and spectacle without commercial intentions. Today, this image reminds us to cherish our city's past while inspiring us to explore uncharted territories in search of
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