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Uploaded on: July 16, 2025

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Odeon Theatre 283 Bourke Street, Melbourne, VIC - Previously known as The Liberty which was destroyed by fire, and earlier operated under the name Melba Theatre.

Photo - An ancient postcard / cigarette card that features The historic Melba and Britannia Theatres, both located in Bourke Street Melbourne.

Cigarette cards were small, rectangular pieces of card that were included in cigarette packs, initially to stiffen the packaging and later as a form of advertising. These cards featured various images and illustrations, such as sporting figures, historical events, and famous personalities, which were popular with collectors. They were particularly prevalent from the late 1800s to the 1940s. Initially, they were inserted into cigarette packs to provide structural support.

Tobacco companies quickly recognized the marketing potential of these cards, using them to promote their brands and attract consumers, primarily men.

The cards became popular collectibles, with different series and sets issued by various tobacco companies.

Contributed by Greg Lynch -