Essoldo Stretford

Opened as the Longford Theatre in 1936. It was designed by architect Henry F. Elder of the Manchester firm of architects Roberts, Wood & Elder for the independent operators Jackson & Newport. Initially it was going to be a live theatre with some film use, but went the other way and opened with films with some stage use.

It was one of the most unusually designed cinemas to be built in the UK. The young architect was only in his 20's when he came up with marvelous Art Deco design. There were two entrances, the main one on Chester Road was originally set well back from the road and had a courtyard (since road widening the building now abutts the pavement. The facade on this entrance is shaped like a giant 1930's cash register and was originally faced with ceramic tiles. The other entrance on Edge Lane had a semi-circular recess above the canopy and a concrete column stood in the recess which must originally have had the name of the theatre on it.

There was a cafe that sat 146 persons and the fully equipped stage was 25feet deep. It was the first cinema in the north of England to have electric storage radiators in piping under the seats and the first to have blue neon lighting to light the aisles.

In August 1950 the Longford Theatre was taken over by the Essoldo Circuit and it was re-named Essoldo. It continued screening films until closing in September 1965.

It was converted into a Bingo Club and this lasted for many years. Since bingo pulled out it has sat closed and boarded up (at least 10 years).

The building is Listed Grade II.

Some small exterior photo's and details here:
http://www.johnryan.org.uk/Essoldo.html

A larger, more recent photo of the Chester Road entrance here:
http://www.manchesteronline.co.uk/ewm/ic8/15.jpg

Opened on 12th October 1936 with Sir Cedric Hardwick starring in "Tudor Rose" + a variety show 'Bric-a-Brac', Universal Talking News and a Walt Disney cartoon short "Cock O' the Walk".

Two other pieces of information:
The architect Henry F. Elder was aged 27 when he designed this 'super cinema'.
During the war, after the bombing of the free trade Hall in Manchester city centre, the Halle Orchestra appeared at the Longford Theatre.

May I just thank Ken Roe for providing a link to my website where you can purchase a video, on DVD, of the building as it stood in December 1995. I also have a 70 minute Pearl & Dean DVD also for sale. More details at:
http://www.johnryan.org.uk/Cinema.html

Another recent exterior photograph of the Chester Road entrance here:
http://www.flickr.com/photos/16861202@N00/33241884/in/pool-cinemasignage/

Another photo here:
http://www.flickr.com/photos/16861202@N00/33241883/in/pool-cinemasignage/

heres an exterior shot from the mid 90's when ot was a bingo hall, its a crying shame that this amazing building sits empty, it still has an amazing streamlined deco interior
http://www.flickr.com/photos/woody1969/50064766/in/photostream/

A few more pictures of the Essoldo - large size!:

Exterior
http://www.flickr.com/photos/12494104@N00/214949993/

and
http://www.flickr.com/photos/12494104@N00/214949991/

Interior (as bingo hall)
http://www.flickr.com/photos/12494104@N00/214949990/

Here's a 1937 photo:
http://www.flickr.com/photos/44435674@N00/238710476/

Hi guys

Just to let you know I have set up a website on the old Essoldo / Longford cinema building in Stretford. Its at

www.longfordcinema.co.uk

It's just an experiment really to see if anyone has any answers as to whats going on and what its future might be and where this might lead. I'd be gratefull if you could have a look if you are interested and leave me any feedback on content / news etc.




Thanks,
Matthew

Hi again,

Just to let you know that there is some progress with this building. Visit www.longfordcinema.co.uk for regular updates.

Another photo of the circle area when used as a bingo hall here:-

http://www.flickr.com/photos/12494104@N00/2129272982/

The year given for this photo is 1997.

Here is a recent photo.

Three exterior shots taken in March 2009 here:-

http://www.flickr.com/photos/stagedoor/3396139887/

http://www.flickr.com/photos/stagedoor/3396949514/

http://www.flickr.com/photos/stagedoor/3396948490/

Manchester Evening News Monday 20 April 2009 Features Page 9.

(visit www.longfordcinema.co.uk for more information)

The disused Essoldo cinema is an art deco landmark which intrigues passing commuters. Paul Taylor asks can there be a happy ending for the old movie house?

Some still recall how the crowd at the Longford Cinema cheered the newsreel of Neville Chamberlin returning from his meeting with Hitler in 1938, declaring “peace in our time”. They also remember how Longford hosted the Halle Orchestra when it was bombed out of the Free Trade Hall in 1940 after the promise of peace had yielded to war. Generations go misty eyed about how they found romance at the movies.

But these days, the Longford later Essoldo cinema, evokes mainly curiosity in the thousands who drive past it on Chester Road, Stretford. What is the history of this strange, grand art deco picture palace? And 14 years after the doors closed, what is to become of it?

“Apart from the fact that it’s pretty special architecturally, it’s one of the few buildings like this still standing”, says Matthew White, who set up a website devoted to the cinema. “A lot of the response is from people who sneaked in as a kid, or met their future husband and wife there and sat on the back row in the kissing seats”. Those responses come as from as far afield as the USA. Verna Nelson in Modesto, California, recalls how her mum had such fun working at the Longford. Christine Hartley, in Italy, remembers how her brother, now living in Mew Zealand, was one a projectionist at the Longford. “Whenever I visit Stretford I take photos of the old Longford and post them to him”, she writes. “He says it breaks his heart to look at them”.

But the owner, a businessman from Sale has a message for the doomsayers who believe the building is being left to rot. “There have been rumours that it’s going to be demolished or turned into flats – all sorts of things”, he says. “It’s still destined to be a family entertainment centre. That was the idea and that’s what we want to follow through with. We’re looking at a couple of groups – both theatre groups – to use the building”. To concerns that the building is looking shabby, he says “Don’t be confused by what you see outside. The auditorium has a complete re paint and is looking very nice”.

The cinema opened in 1936, the curvy design intended to contour the design of a cash register. There was an expansive concourse leading to the front entrance, a foyer of Venetian marble, and the auditorium was decorated in tangerine and silver-blue art deco designs. The Longford was the first building in Britain illuminated by neon tube lighting, there was under seat heating, a cafe with seating for 146 and space in the auditorium for 2000 film goers. The first film shown was Tudor Rose, starring Nova Pillbeam, and patrons would pay 6d for a seat in the stalls, and 3s in the circle. A young Julie Andrews performed at Sunday concerts on the stage. “It was quite a big deal when it opened”, says White. “It was meant to be a luxurious experience”.

In 1950, the Longford was bought by the Essoldo group and renamed. But TV eroded the cinemas’ clientele and the last picture show at the Essoldo was in 1965, and Ladbrokes turned it into a bingo hall. In 1979, the widening of Chester Road meant it lost its grand concourse, and the building closed in 1995.

“My early memories were of seeing Ben Hur and Dr No there with my parents”, says John Ryan, 55, from Sale who took video footage of the Essoldo interior when it was thrown open to potential buyers in 1995. “It’s a huge accommodation. It was known as a ‘super cinema’, and all the super cinemas, like the Plaza at Stockport, had large cafes. I made a video and was selling it on eBay. I had people e-mailing me saying they often wondered what it looked like inside. There’s a huge curiosity about the place”.

Local councillor Steve Adshead, 50, says fears about the building’s future ‘are the bane of our lives’. “It’s a question everyone in Stretford talks about”, he adds. “They see it going to waste - a big building which could be a fantastic resource for the community. It is a listed building and he’s required to maintain it in a reasonable condition, and as long as he does that, the council have no powers”.

The owner is a lover of art deco architecture who insists that work goes on to bring the Essoldo back to life. “I’m hopeful that by the end of the year it’s going to be looking a lot different”, he says. “We’ve spent and awful lot of money. Now it’s a case of finding the correct partnerships”.

The Channel M report has now come out and is sat on the web. You can see if by following this link http://www.channelm.co.uk/video_4x3.html?bcpid=1214105369&bctid=22004434001

There isn't a new footage as thought, just loads of stuff recycled from the website and youtube but usefull none the less.

Here is another exterior photo.