Cineworld Shaftesbury Avenue at the Trocadero

13 Coventry Street,
London, W1D 7DH

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Cineworld Shaftesbury Avenue at the Trocadero in November 2008

Viewing: Photo | Street View

Located in the Trocadero Building, which opened as the Trocadero Palace of Varieties Theatre on 30th October 1882. It later became the Royal Trocadero Music Hall and then the Eden Theatre which closed on 24th February 1894. Over the following decades the building went through many uses, was gutted internally and partially re-built and the site expanded to include a Lyons Corner House restaurant and cabaret room.

The current 7-screen multiplex cinema opened on 1st November 1991 as the MGM Trocadero Cinemas. Seating was originally provided for 1,393. The entrance was originally on Windmill Street and the cinema were reached via escalators which led to an upstairs foyer which had hanging on its wall, a 100 years old painted mural by artist Gerald Moira depicting an Arthurian scene. This had originally been hung in the building when it was a restaurant.

MGM were later taken over by Virgin, who in turn were taken over by UGC and they operated the cinemas until mid-2005 when Cineworld took control. By 2008, the foyer and box office area had been transferred into an a space previously occupied by the Pepsi IMAX Cinema inside the Trocadero Centre.

The Cineworld was closed on 21st September 2014, to be converted into a 7-screen art house cinema, operated by Picturehouse Cinemas. A planned reopening is 2015.

Contributed by Jack Coursey, Ken Roe

Recent comments (view all 18 comments)

zappomatic on December 17, 2012 at 1:02 pm

Recently had new foyer carpet and all circulation areas repainted.

zappomatic on November 19, 2013 at 5:46 am

A planning application has been made to turn this into a Picturehouse cinema complete with new ground floor entrance, cafebar etc.

From Westminster council’s website:

13/09849/FULL | Use of part ground, first, second, third, and fourth floors as a mixed use cinema, cafe, and members' bar Sui Generis. Erection of new roof terrace at fourth floor for use as members' bar which is enclosed by new railings and accessed by a new stair core on Coventry Street elevation. Erection of three canopies over proposed fourth floor terrace. Installation of replacement windows at third and fourth floor levels on Coventry Street and Great Windmill Street elevations. Installation of replacement ground floor shopfront to colonnade on Great Windmill Street. Installation of two pairs of gates in existing ground floor railings on Great Windmill Street elevation. Erection of three awning at front ground floor level on Great Windmill Street elevation. Installation of two dormer windows in roofslope at fourth floor level on Coventry Street elevation. Installation of new plant at fourth floor and roof level. Internal alterations. | 7-14 Coventry Street London W1D 6DG

zappomatic on November 19, 2013 at 6:08 am

This gives a good idea of the plans:

CF100 on September 22, 2014 at 10:30 am

It closed yesterday for the conversion to a ‘Picturehouse’, for reopening next year. I have uploaded pictures of the lobby one day before closing and the boarding opposite the entrance for the hotel conversion work. Not the most welcoming approach!

Reading through the above linked planning application, the existing old Trocadero friezes are to be kept but with improved lighting.

SethLewis on September 22, 2014 at 12:15 pm

From Friday’s Evening Standard…this is good news But probably a death knell for the Odeon Panton St (no great loss) and possibly the Odeon Covent Garden…the now Warner Picadilly is sadly a waste

CF100 on September 23, 2014 at 12:21 pm

Shame that most of the remainder of the Trocadero is being reconstructed into yet another hotel, there’s more than enough space for all sorts of more interesting uses. I suppose £150/night rooms are more profitable than cinemas (or run-down arcades!) May as well remove entertainment from the heart of the West End and build hotels instead. :–(

SethLewis on September 23, 2014 at 2:29 pm

Affordable hotel rooms being at a premium let’s not begrudge the overhaul of Trocadero…for the 40s 50s 60s 70s the London Pavilion Cinema…for the 90’s and 00’s a multiplex rebranded 5 times…a cool new arthouse and budget hotel for the next generation…onwards and upwards

d8rren on September 25, 2014 at 5:26 pm

to be called Picturehouse central & to be Picturehouse Flagship

the west end cineworld unlimited card will still be valid for tickets & other unlimited cards will have a £2 uplift so not to bad as the place was a dump

well done to Cineworld for a great deal when they could of said its a Picturehouse now unlimited cards only for Cineworlds lets face it not gonna be cheap to refit that flea pit

CF100 on October 4, 2014 at 1:35 pm

That does sound good, perhaps the hotel conversion will finally put paid to the Trocadero being no-man’s land as it has been for a decade…!

davepring on October 20, 2014 at 4:02 am

With both the Curzon and Picturehouse on Shaftesbury Avenue I think Odeons art house properties further down the Avenue and at Panton Street will quickly close.

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