The Longford Cinema (1936-1950)

The Longford Cinema during construction, 1936. Trafford Local Studies collection, cat. ref. TL1022

The Essoldo started its life as the Longford Cinema. Initially an idea proposed by local businessmen Harry Jackson, Arthur Jackson and Ernest Newport, who also owned the Stretford Picturedrome, the Longford Cinema was opened by Mayor of Stretford, Alderman A. Smith, on 12 October 1936.

Described by its manager, W. Gordon Smith, as ‘the theatre of tomorrow’, it was an instant success and its iconic Art Deco inspired structure was the talk of the town. Conjured up in the imagination of Salford-born architect Henry J. Elder, the unique frontage, said to represent that of a cash register, was a response to the dominance of money within the film industry.

Venetian marble pattern as seen from the exterior of the Edge Lane entrance, 2020. Photograph by L. Kenna

To match its striking external appearance, the interior of the cinema was just as grand. Upon entering through the main doors into the foyer, you would find Venetian marble floors, remnants of which can still be seen today, peeking outside the cinema's second entrance on Edge Lane.

The walls were adorned with large 10 x 6 feet murals by local artist Frederick H. Baines, depicting contemporary cinematic scenes: music and dance on one side with comedy and drama on the other.

Longford Cinema mural - music and dancing.jpg

Longford Cinema mural - comedy and drama.jpg

Murals by Frederick H. Baines, as seen in the foyer of the cinema, 1939. Images from Trafford Local Studies collection, cat. ref. 981219

Onwards through to the four doors leading into the auditorium, you would see beautifully decorated ‘tangerine and silver-blue Art-Deco style designs.’ The stalls were described as having ‘a carpet of green...arriving under a quaintly star-spangled ceiling of blue two storeys high’ with ‘silver-grey sycamore’ furnishings. The circle lounge was described as ‘large, green-carpeted, gold-ceilinged: a room of softly diffused light and comfortable settees.’ Those green carpets were in fact designed by Elder himself, along with the uniforms of the usherettes and the chairs and tables in the cafe. As noted in the cinema's opening night programme, Elder believed that it was ‘necessary for everything, as far as is possible in a building, to be designed by one mind’ and so we owe a lot of its unique quirks to Elder himself.

Eagerly thrusting itself into modernity, revolutionary features such as air conditioning, under-seat heating and soundproofing were installed, as well as the cinema also claiming the title of being the first building in Britain to make use of neon lighting: another influence of Elder's. It also took pride in describing itself as being the only theatre that is ‘all-electric...from its clocks to its kitchen.’ In fact, the design itself was also a big departure from other traditional theatre-influenced building plans, with Elder recognising the spatial differences needed for ever-changing technical advancements, allowing the Longford to be at the forefront of technical equipment, such as a wider screen.

V.E. Thanksgiving Service, Longford Cinema, 13 May 1945. Trafford Local Studies collection, cat. ref. TL1027

An advertisement for the performance of Schubert's 'Lilac Time' at the Longford Cinema, undated. Trafford Local Studies collection, cat. ref. 981219

This screen also had the ability to slide sideways in order to make way for a stage, often used by various groups, including the Stretford Amateur Operatic Society and the Stretford and District Choral and Orchestral Society. Several sources also suggest that the building was used as a theatre for the last week of each month.

During World War Two, the cinema was closed, replaced by Sunday concerts consisting of two or three variety acts. It also hosted the Halle Orchestra after their original home, the Free Trade Hall, was severely damaged during the Manchester Blitz of 1940. Here they performed twelve concerts between 1942 and 1943. It has also been said that a young Julie Andrews performed here during this time, along with her parents. During one particular night, local actor John Comer entertained the crowd when nobody was able to leave during an air raid. He later went on the star in the BBC's The Last of the Summer Wine.

The programme for the Longford Cinema's opening night, 1936. Trafford Local Studies collection, cat. ref. 981219

The Longford would show the newest films with the most popular stars of the era. The first film shown at the cinema on its opening night was Tudor Rose, starring Nova Pillbeam and Sir Cedric Hardwicke. With a seating capacity of 2000: 1400 in the stalls, 600 in the circle and 146 in the cafe area, you would have been expected to pay between 1 shilling sixpence (1s 6d) for a hotly-tipped seat in the stalls, or 3 shillings (3s) for a balcony seat. Overall, a thrilling experience in a venue as exciting as the films it showed!