The Longford Theatre (Essoldo) and Café Chester Road/Edge Lane Stretford

STRETFORD - Mr Henry Elder (Messrs Roberts and Wood FFAS) 26 King Street, Manchester, has prepared plans for the erection of the “Longford” Cinema, Edge Lane and Chester Street (sic). The cinema is to seat 2000 and a café is included in the scheme, which is for Messrs Jackson and Newport (Lancashire) Limited. [Builder 1 February 1935 Page 240]

Elder's most radical cinema scheme, The Longford Theatre was opened by the Mayor of Stretford, Alderman A Smith JP on 12 October 1936. It was financed by Jackson and Newport who owned the Picturedrome on the opposite corner of the junction with King Street. Unable to increase the seating capacity of this cinema by the addition of a balcony it was decided to build a Super Cinema for Stretford.  A 27 year old architect, Henry Elder, was commissioned to design the building, including lighting, carpets and usherettes' uniforms. After entering the building under the distinctive cash register frontage  symbolising the business aspect of show business  patrons experienced a gradual dimming of the illumination as they proceeded to the auditorium. The concealed neon lighting was the first such installation in the country. It was also reported to be the first building in the north of England to be heated by electric storage heaters. Seating capacity was 1,400 in the stalls; 600 in the circle. The café accommodated 146 diners. The screen frame moved sideways into a recess to clear the stage for the shows and concerts which were presented regularly in the early days. After the bombing of the Free Trade Hall the Halle Orchestra appeared here. The main front, entirely faience clad, was set back behind a forecourt. This facade curved in at the top and is said to represent an old fashioned cash register. The subsidiary elevation in a side road features an obelisk above a circular canopy, set in front of an elliptical tiled wall. This implied phallic motif and the main front, symbolise Elder's concept of cinema as a marriage of sex and commerce.

In August 1950 it was taken over and renamed by Essoldo. Bingo replaced films in the mid 1960s and the club was later acquired by Ladbrokes. Top Rank took over from Ladbrokes in June 1986, but when 10% of its Bingo Clubs were closed in 1995 the Grade 2 Listed Longford Theatre was included. Unfortunately road improvements on Chester Road and associated demolition of adjacent buildings have done much to destroy its setting. Previously unseen side walls are now exposed while the enclosed entrance court has become a windswept area of paving. 

Reference           Douglas Rendell Cinemas of Trafford Altrincham 1998