An art deco cultural venue for chadwell heath

The acquisition and restoration of the former Embassy Cinema is the Chadwell Heath South Residents’ Association’s most defining project to date.

Built in the 1930s, it is one of the last remaining Art Deco cinemas left in East London/West Essex (situated on the border of the London Borough of Redbridge and the London Borough of Barking & Dagenham).

Our intention is to faithfully restore the building back into a cultural venue; an independent arthouse cinema with the capacity to present new release and repertory films, alongside performing and live arts, with café bar facilities, a ballroom and a reinstated Compton cinema organ.

The Embassy Cinema would once again be the epicentre of Chadwell Heath's district centre; a highly-regarded landmark that is stewarded by the local community, for the local community.

The cultural provision of our area has deteriorated and a community-led regeneration project of this nature can attract major investment opportunities in retail, residential, leisure and community spaces across Chadwell Heath. Thus leading to increased employment, an evening economy, a rejuvenated community asset, social cohesion and access to the Arts and culture that is highly desired by residents in this part of East London/West Essex.

The project also complements Barking & Dagenham Council's plans to create new Film Studios and would make use of the benefits that the Elizabeth Line has brought; redefining the image of our area as being a home for British Film.

History

Design & construction

The Embassy Cinema of Chadwell Heath was known as a 'Super Cinema' as it also incorporated theatre, staging live variety shows and organ performances. It featured a tea-lounge and an artistic café, as well as a ballroom for dancing to the sound of a live orchestra; this brought much style and elegance to the residents of Redbridge, Barking & Dagenham and Havering. The cinema offered 2,250 seats to the public in the stalls and circle. A number of local newspapers, at the time, cited it as "the last word in splendour and comfort".

The Embassy was designed and part-owned by the architect Harry Weston, and was the second of eight cinemas that he is known to have designed. He had previously designed the Plaza Cinema in Worthing (1933) and went on to design another six cinemas during the 1930s, mostly for the Gaumont British Picture Corporation.

Weston designed the Embassy Cinema in a more lavish style than would have been usual for a ‘Gaumont Cinema’. Its facade had quite a Modernist horizontal emphasis, faced in cream/'biscuit' coloured faience tiling above and black faience tiles below, with chromium plated fittings, enhanced by neon strip lighting and illuminated signs at night. There is a large window over the entrance which allows light into the ballroom. The lavish double-height entrance foyer featured wonderful Art Deco metalwork and a floodlit glass column of crystalline rods. The auditorium originally had a ‘saucered’ floor to improve sightlines from the seats. The splay walls featured Streamline Moderne, horizontal fins which extended across decorative panels and grillwork, leading towards the proscenium arch which was backlit from the rim. Many of these features have survived today.

The Managing Director, Percival Lyons, the Chairman, Charles A. Sinden, and the Secretary of 'Embassy (Chadwell Heath) Ltd.', Mr R. Teppett, also played instrumental roles in the creation of the cinema. The construction of the building began in mid-December 1933, with the majority of it being completed within only twenty-two weeks.

KEY FEATURES

The Embassy Cinema encompassed a number of features and innovative ideas:

• A 24-foot deep stage and orchestra pit, in the auditorium, could accommodate live performances as there were also four adjacent dressing rooms. The large screen was controlled by a mechanism, that could make it move backwards and forwards; when a picture was showing it was lowered towards the audience, thereby minimising eye-strain.

• The latest system of Western Electric wide-range apparatus provided rich sound quality and substantially high production values; Sinden and Lyons wanted to ensure that audio levels were perfect from every seat in the house.

• Concealed lighting was fitted throughout the building, and controlled from the roof, to achieve special, flat skylight effects.

• To lower the levels of humidity, the air, to the amount of two million cubic feet per hour, was drawn into a purifying chamber by huge, electric fans. It was then filtered, washed, heated and cooled by means of this inventive ventilation system; thus ensuring equable temperature in all seasons.

• An undercover exit to the spacious rear car park, from the ballroom via an iron staircase, proved to be a real boon in wet weather.

• The projector room was large enough to contain three to five projectors, and lighting control boxes for the stage, balcony and auditorium (manufactured by 'Major Equipment Co. Ltd' of Westminster).

• The auditorium housed a fine Compton 3-manual/8-rank organ with a spectacular illuminated ‘fan’ which opened to great effect like peacock feathers. The glass console of the organ had a unique green colour scheme, and the special illumination was an idea introduced by Lyons; an innovation that he perfected years earlier, and one of the first of its kind in Britain.

• The decoration scheme followed lines of effective simplicity, with the dominating colour of the walls being old gold. The seats were of the tip-up variety, lavishly upholstered in green velvet. The luxurious carpets were green and beige, whilst the curtains, hangings (and even the uniforms of the ushers and attendants) also embodied the same colour scheme.

The vast auditorium granted a sense of spaciousness and airiness, whilst the decorative effects, and sumptuous furnishings, delighted audiences. Many of these features have survived, and show how Weston carried his Art Deco/Streamline Moderne style throughout all of his cinemas’ spaces and details. Overall, the Embassy Cinema was considered an elegant and significant addition to the town of Chadwell Heath.

OPENING NIGHT

The Embassy Cinema was open to the public on the 17th May 1934 by the Mayor of Ilford, Alderman B.S.J Pitt. Alderman Pitt professed to the public that he considered the building to be:

“a wonderful contribution to the corporate life of the Borough. One could see films depicting re-happenings of today which in the ordinary way one could only read about, could be shown the humorous side of life or something historical, or, on the other hand, stories depicting pathos and tragedy."

"The cinema of today is part of the life of the people, a place where they receive pleasure, instruction and education, and in this case they will receive it in ideal conditions. In my humble opinion, in spite of all the criticism which one hears, the cinema is undoubtedly assisting in the uplifting of the masses. Another important factor was the growth of the British film industry which, by its success, had given employment to hundreds of British subjects, as well as increasing the spending capacity of the nation. I hope and trust that British films will continue to flourish, and with success, such improvements will be made that they may command the British market, in order that we may get rid of those films which give you American slang!"

‘A Short Story about The Embassy', a brief film produced by Percival Lyons, was one of the first to be shown on the opening night. It was reportedly an amusing sped-up feature showcasing the construction of the cinema, and was enthusiastically received. The programme was continued with a Disney cartoon starring Mickey Mouse, 'Fury of the Jungle' featuring Donald Cook and Peggy Shannon, and Constance Cummings in ‘Broadway Through a Keyhole’.

A short recital was then given by Terence Dene, the resident organist, with a demonstration given by Lyons of the lighting effects of the organ's console and fan attachment in the auditorium. Variety performances were interspersed throughout the night.

Alderman Pitt congratulated Weston, very sincerely, for designing the building, the contractors, Dorman, Long & Co. Limited and Andrews Gibbs Builders Ltd., for the excellence of their work, and the owners, Charles Sinden and Percival Lyons, for their business foresight and enterprise. He then thanked them on behalf of the public living in the area for the outstanding provision that they had made. Cheques worth thirty guineas and ten guineas were handed to the Mayor, for the King George Hospital and the Ilford Tuberculosis Care Association respectively, by the proprietors of The Embassy. The Mayor stated that this generous act demonstrated that Sinden and Lyons were prepared to accept their share of the responsibilities which faced the burgesses, and trusted that their venture would realise all of their expectations.

Lyons believed that the cinema would meet the needs of a very rapidly growing locality. He stated to local reporters, in an interview with The Dagenham Post, that in his opinion:

"British films, of which he had booked many, would become as important an industry as they were in the United States."

GAUMONT era

Five months after the Embassy Cinema opened, it was taken over by Provincial Cinematograph Theatres (PCT) as part of the Gaumont chain, and operated as the 'Gaumont Palace Theatre' from October 1934. It ran throughout the Second World War and was never subdivided.

The Gaumont Palace Theatre was re-named 'Gaumont Theatre' from 1937, and continued under Gaumont British management. After the Second World War, Picture Palaces all over Britain began free entertainment for children. This was known as 'The Saturday Morning Picture Club'. A published extract from the memories of a local resident of Chadwell Heath, Patricia Duyshart, described the frivolities in depth:

"The Gaumont Cinema in Chadwell Heath issued all children with free passes that were shown on entry. Long before opening time, huge crowds of squabbling children were queuing up outside the cinema, all of them trying to push in the line...When the doors at last opened, there was the biggest rush you ever saw..."

cinema closure

In February 1964, the Gaumont Theatre was taken over by the Rank Organisation and renamed the Odeon Chadwell Heath. However, it ultimately closed as a cinema on 28th July 1966 with James Garner in ‘Duel at Diablo’ and Bob Hope in 'Boy, Did I Get A Wrong Number' as the final screenings.

BINGO HEYDAYS

Within hours of the Odeon Chadwell Heath’s doors closing, workmen moved in to convert the cinema into a Bingo hall. It was the 52nd ever Rank club, but the first hall owned by the Rank Organisation in the area.

The auditorium was completely redecorated, the raked floor was levelled, and the foyer was transformed into a buffet. The projectors and Compton organ were sold (sadly scrapped for parts), and the large screen was removed.

The premises was renamed 'The Top Rank Club', open for seven days a week with two matinees on Mondays and Thursdays. Top Rank's area manager stated:

"We decided to go over to bingo in June, because there are already plenty of cinemas – in Whalebone Lane and Romford – but very few bingo halls in this part of London."

The hall was equipped with a closed-circuit television and direct contact via teleprinters, to enable the bingo players to compete with Top Rank Club members in the 51 other halls all over Britain. The opening night was hosted by Tommy Trinder (CBE).

Decades later, the club began operating as a Mecca Bingo. Yet, the hall eventually closed on 15th June 2014. More than 400 people attended the final night of bingo. Falling membership meant that the owners, Rank Plc, believed it was no longer financially viable to renew the lease. The smoking bans in England, as well as the Great Recession, had been the main factors in the loss of members.

PRESENT USE

After a short vacant period, the premises was acquired by the entrepreneurs Vinodrai Nagrecha and Hasmukhlal Nagrecha of Nagrecha Brothers Limited. A new 25-year lease was granted to Wazid ‘Shelim’ Hassan of IMMA Ltd to use the premises as a wedding and events venue. Refurbishment lasted for nine months, and the building reopened as the Mayfair Venue in December 2015.

The Mayfair Venue operated for six years without planning permission and building regulations consent, following three change of use planning refusals by Redbridge Council (in 2017, 2019 and 2020) and a refused retrospective application for refurbishment works to form a banqueting suite (in 2016).

In June 2018, Redbridge Council issued an enforcement notice to the owners to "cease the unauthorised use of the premises as a banqueting hall/venue for hire", as it was "considered to be having a negative impact on the amenity of the surrounding residences" with serious reports of anti-social behaviour and adverse impacts on the highway network before, during and after almost every event.

An appeal against this enforcement notice from the Mayfair Venue was dismissed by the Planning Inspectorate in June 2019, largely due to a restrictive planning condition on the premises dating from 1966. The owners were then ordered to comply with the enforcement notice and cease operating in January 2020.

In February 2020, Redbridge Council ultimately decreed that the use of the building as a wedding and events venue does not demonstrate “a local need”.

In May 2020, the owners of the Mayfair Venue submitted a final appeal to the Planning Inspectorate to overturn their third change of use planning refusal. Planning permission was ultimately granted in April 2021.

The Chadwell Heath South Residents’ Association and this Restoration Project has no affiliation with the current owners of the building.

The restoration project

Asset of Community Value Listing

In August 2017, the Chadwell Heath South Residents’ Association successfully listed the former Embassy Cinema as an Asset of Community Value with the London Borough of Redbridge. Redbridge Council’s review of the listing stated:

“The property is part of the cultural heritage of the local community. It is part of the fabric of the local community. It is an important local landmark and a key attraction in the area, and contributes to the wellbeing of the local community.”

MOVIE NIGHTS TO RAISE AWARENESS

On 10th February 2018, the Chadwell Heath South Residents’ Association hosted a Valentine’s themed movie night at the former Embassy Cinema, after holding negotiations with the owners of the Mayfair Venue. James Cameron’s Academy Award-winning classic Titanic (1997) was chosen due to its unique ties with one of Chadwell Heath’s most famous residents, Eva Hart.

Guests were welcomed into the building down a red carpet. After collecting their ticket stubs, the crowd were greeted to a large display in the foyer, created by Valence House Museum, to commemorate the life of Eva Hart. The auditorium, illuminated with blue lights to complement the oceanic setting, was fitted with a popcorn stand and a bar open all night.

It was the first time that a film had been screened to the public in the building in just over fifty years. A night of nostalgia.

Swing singer Steve Conway serenaded the crowd during the intermission, as a buffet dinner was served to the thrilled audience. After the film’s conclusion, guests were invited to end the evening with dancing to music from bygone eras.

One of the attendees was Timothy Wardley, a Government Heritage Advisor, Cinema Organ Expert and Chairman of the National Piers Society who stated to the local press:

“As someone with much experience in the charitable sector, theatre, performing arts and cinema organ restoration, I was delighted to attend this special event. The evening was a great success, hugely enjoyable. I was greatly encouraged by both the turnout and diversity of the audience, reflecting all cultures and ages. I am certainly looking forward to the next chance to go to the pictures at The Embassy!”

On 29th June 2018, the Chadwell Heath South Residents’ Association collaborated with Valence House Museum to host special outdoor movie screening of the 1963 classic Jason and the Argonauts, to celebrate what would have been the 98th birthday of Ray Harryhausen.

The night was a fitting tribute to Mr Harryhausen; a true pioneer of special effects and one of the film industry's greatest icons. At the 1992 Academy Awards, in honouring Ray Harryhausen with a lifetime-achievement Gordon E. Sawyer Award, actor Tom Hanks remarked "Some people say Casablanca or Citizen Kane... I say Jason and the Argonauts is the greatest film ever made".

It was also the last chance for the public to attend a private viewing of the 'Dinosaurs, Harryhausen and Me' exhibition, at Valence House, showcasing some of the most famous models and artwork from Ray Harryhausen and Alan Friswell (a Dagenham resident who was present) - including skeletons and the Hydra from Jason and the Argonauts, as well as Pegasus the Winged Horse, Bubo the Owl and Medusa the Gorgon from Clash of the Titans. A unique opportunity to see the real models from the film before relaxing on the lawn, with deck chairs and picnic blankets, to watch the movie under the stars.

FEASIBILITY STUDY

In August 2018, the Chadwell Heath South Residents' Association were awarded a grant, for the sum of £14,940 by Power to Change and the Ministry for Housing, Communities and Local Government, to fund a Feasibility Study for the Restoration Project. The Study - architectural feasibility, business viability and market research - was undertaken by David Sin of the Independent Cinema Office and Stefanie Fischer of Burrell Foley Fischer, with Chris Goucher of Greenwood Projects and Peter Hammond of Taylor-Hammond Associates supplementing their work.

The Study was completed in May 2019, yielding successful results. A review of the demand, need and impact of a new cinema in Chadwell Heath, demographics of our town and its neighbouring districts, restoration estimates, capital cost estimates, operational costs and expected income, recommended funding sources, assessing the possibility of 35mm and 70mm screenings, case studies, drawings and plans were all included. These independent experts echoed our belief that restoring the Embassy Cinema would bring great economic and social benefits to Chadwell Heath and the surrounding area.

We have now moved forward to the next fundraising phase of our Restoration Project.

SPECIAL MENTIONS

Our campaign was highlighted during a presentation by the Chair of the Art Deco Society UK, Genista Davidson, at the International Coalition of Art Deco Societies’ 15th World Congress on Art Deco in Buenos Aires, Argentina. We wish to thank the ADSUK for their support!

We also featured as a Case Study in the Independent Cinema Office’s 2018/19 Annual Report:

Chadwell Heath & the film industry

Chadwell Heath has always had historic ties to the British Film industry:

• Ship Carbon Company, on Grove Road, collected the soot on funnels from the vast number of vessels using the London Docks in order to help them maintain their steaming performance. The soot, once cleaned, was pressed into carbon rods and used for various purposes including cinema projectors. Real projectors were used to test the rods prior to despatch. This section of the company gradually declined however due to the eventual digitisation of British cinemas.

• J. Burns Limited manufactured 9.5mm and 16mm film reels, and were once known as the ‘Stockists for Scotland’. The company, based in Wangye Works (now the housing estate on Burns Avenue), also produced vulcanised fibre boxes for film postal services.

The Embassy Cinema was not Chadwell Heath’s first cinema:

• The Mayfair Cinema opened in 1933 and once stood proudly on Whalebone Lane South. It was designed in an Art Deco style, by Leslie H. Kemp and Frederick E. Tasker, with 1,872 seats in the stalls and circle, five boxes, a café and full stage facilities with five dressing rooms. An unusual feature, for a British cinema, was the open air swimming pool and terraces at the rear of the building.

  The Mayfair Cinema was taken over by Oscar Deutsch’s Odeon Theatres circuit in 1943, and continued to operate for three decades before closing in 1972.

  It operated as a Bingo Hall for a short period, yet sadly the building was demolished soon thereafter. A supermarket and offices now stand on the site - a stark reminder of how fortunate we all are that the Embassy Cinema still stands today.

Several award-winning actors and actresses hail from Chadwell Heath:

• Dudley Moore, CBE, first came to prominence as a leading figure in the British satire boom of the 1960s. His solo career as a comedy film actor was heightened by the success of hit Hollywood films ‘Foul Play’ (1978), ‘10’ (1979) and ‘Arthur’ (1981). For his role in ‘Arthur’, he was nominated for an Academy Award for Best Actor and won a Golden Globe Award, whilst he received a second Golden Globe for his performance in ‘Micki & Maude’ (1984). Although raised in Dagenham, Dudley Moore would refer to his mother’s home on Baron Road as Chadwell Heath in interviews, and was frequently seen in the area during the 1970s in his red Ferrari.

• Millicent Martin was famous for her appearances in ‘That Was The Week That Was’ and ‘Sunday Night at the London Palladium’ on British television during the 1960s, as well as the critically acclaimed US sitcom ‘Frasier’. She was awarded a BAFTA for Light Entertainment Personality in 1964, and received Tony Award nominations for Best Featured Actress in a Musical whilst performing on Broadway in ‘Side by Side by Sondheim’ (1977) and ‘King of Hearts’ (1978). Millicent Martin was raised on Mill Lane.

• Michelle Dockery is widely known for her leading performance as Lady Mary Crawley in the television series ‘Downton Abbey’ (2010–2015), for which she was nominated for a Golden Globe Award and three consecutive Primetime Emmy Awards in the category of Outstanding Lead Actress in a Drama Series. She received an Olivier Award nomination for Best Supporting Actress for her role in the play ‘Burnt by the Sun’ (2009), and a fourth Emmy nomination for her leading role in the television series ‘Godless’ (2017). Michelle Dockery grew up on St. Chad’s Gardens and studied at Chadwell Heath Academy.

• Micheal Ward is an up-and-coming actor who has appeared in various British films and television series such as ‘Blue Story’ (2019) and ‘Top Boy’ (2019). He received an EE Rising Star Award at the 2020 BAFTAs, an accolade that recognizes emerging talent in the acting industry and is the only award chosen entirely by public vote. Micheal Ward grew up in Romford and studied at Chadwell Heath Academy.

NOSTALGIA

In 2018, local resident Betty Wiffen reflected on her memories of the former Embassy Cinema with the Havering & Brentwood Resident lifestyle magazine:

@EMBASSYCinemaUK