Joshua Abbott is crowdfunding to publish the book Modernism Beyond Metro-land. In the second of a series of extracts, the spotlight is on the Odeon. Photo by Geoff Wilkinson
The 1920s and 1930s saw hundreds of cinemas open around Britain, as the various cinema chains such as Odeon, Gaumont, ABC, Granada and Essoldo, competed for audiences in the growing suburbs. Each company sought to create a unique experience for its customers, producing cinemas with various exotic themes, such as Egyptian, Moorish and Oriental, a style that came to be known as ‘Atmospheric’. Art deco was also arriving in Britain from Europe and the United States, allowing architects to produce spectacular designs with curved frontages, colourful decoration and spacious interiors.
The Majestic Cinema opened on the High Road in South Woodford on 5 November 1934. The Majestic chain was small compared to the aforementioned companies, with just five cinemas in the South East of England. It was designed by locally born architect Samuel JB Pritlove, who also designed cinemas in Staines, Mitcham and High Wycombe (all now demolished), as well as Holland Park synagogue. The cinema has a fairly straightforward art deco facade with a group of vertical windows with curtain-like faience tiling at the top. The cinema could seat nearly 1,750 patrons in a mixture of stalls and dress circle seats. They were entertained by a Compton theatre organ and the building was also home to a restaurant and ballroom.
The cinema was officially opened by Winston Churchill, at the time in his “Wilderness Years” and the Member of Parliament for Epping (which included South Woodford at the time). The cinema was only part of the Majestic chain for nine months before it was taken over by Associated British Cinemas. The cinema was upgraded to three screens in 1973 and then taken over by the Cannon chain and had further screens added from 1986. Odeon later took over the cinema and, unlike many cinemas of its era, is still open and showing films, now with seven screens. Until recently, next door was a car showroom with a partially glazed staircase tower. It was home to the Harvey Hudson dealership for many years, followed by Land Rover, which vacated the site several months ago.
For more information on Modernism Beyond Metro-land and to support the crowdfunder, visit swvg.co.uk/mbml
