Judging by the shadows cast by the trees and various structures, I would guess shortly before launch (9:32 am DST). Also, notice that people seem to have moved into best positions to view the launch, i.e., they are not wandering around hours before launch.
Curious to know what type of film it is? Might be printed in the frame margins on the negatives. It's almost got to be Kodak Tri-X.