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ETW Dennis, the Scarborough based printers and owners of Bamforth, went bankrupt in October 2000.
James Bamforth founded the company in 1870 in Station Road, Holmfirth, Yorkshire and the family sold out to ETW Dennis only 13 years ago, when James Bamforth's grandson Derek retired. In recent years the company has been famous for Calendars, Birthday cards, Seaside views and particularly Saucy Postcards. But to Magic Lanternists everywhere Bamforth means Lantern Slides. As you can see from their poster they claimed to be the largest producer of lantern slides in the world. They were certainly the largest producer in Britain.
James Bamforth specialised in the mass production of photographic "Life Model" slides, often based on religious themes or moral instruction. He was no doubt influenced by the nonconformist, chapel based religion of that area, so it is somewhat ironic that the company should become more generally famous in the 20th Century for saucy postcards.
Bamforth built a studio in Holmfirth, and designed and painted the backcloth's and sets. Members of his family and other local people posed for the photographer for little or no pay. In many ways the Life model slides were made like early movies which they predated by 20 years or more. It is not surprising that Bamforth's became involved with movie making. ".....he chose homely themes, due to his use of neighbours as models and sitters...Thus it came about, to his lasting credit, that the simple characters of his stories combined with the perfect naturalness of the leading figures in them, has endeared his life model sets to millions of children and adults." Photogram February 1899
Bamforth's teamed up with Riley Brothers of Bradford, Yorkshire and from September 1898 until December 1900 produced 15 films, the first of which was Watering the Gardener.They already possessed the costumes, sets, backgrounds, amateur actors and an understanding of plot construction necessary for pioneer movie making. After a break they took up movie making again in 1914 with the Holmfirth Production Company, eventually stopping in 1918. After that the company concentrated on the production of picture postcards.
Bamforth's Bounce Back
The Yorkshire Post on 16th February 2001 reported some good news.
Bamforth's, known to Lanternists as manufacturers of Magic Lantern Slides, but more recently as publishers of saucy seaside postcards has been saved from bankruptcy and the receivers. The new owner is a Leeds businessman Ian Wallace, who also owns a Beatles Memorabilia shop in Liverpool. Mr Wallace, who was born nearby in Huddersfield believes Bamforth's are part of his childhood and an institution that has to be saved.
So look out for new stock of traditional post cards as well as greeting's cards, tea towels, tee shirts, beer mats and of course mouse mats! Bamforth's may truly move into the Internet age with online sales.
An exhibition of some of the Bamforth collection of postcards can be seen at the Picturedrome cinema and museum in Holmfirth. Contact Mr Peter Carr.
