A tin sign “Discount for soldiers in uniform, only in daily shows” hung in Israeli cinemas in the 1970s
In the 1970s, it was customary to close the stores between 2 and 4 p.m. A lot of people would go to daily shows because there were air conditioners in the cinemas and people would run away from the heat outside. Sometimes the cinemas remain empty so to fill them with the audience  the soldiers at lunch break enter for free to fill the halls.