Case study: Rugby
The earliest form of cinema was to be found in the travelling fairs, which toured up and down the country in the first part of the twentieth century. Short films were usually shown in tents or booths as part of the fairground attraction. These soon became more popular than the live acts and proved cheaper, as the fairground owners did not have to pay wages!
It was not until 1913 that any permanent cinemas were opened in Rugby. In fact in 1913 two cinemas were opened. These were Vints Palace in the High Street, which began to show films alongside its theatrical acts, and the other was the Empire Cinema Deluxe, on Henry Street, owned by an entrepreneur called Benny Morris. This latter was in fact a purpose-built cinema, which opened its doors to the public on 10th September 1913. This was a newly developed area of the town and sat alongside new shops, a bank and Post Office.
The Empire Cinema Deluxe was built to accommodate a grand total of 673 paying customers. The Stalls seated 479 and the upstairs gallery 184. This was a large auditorium in comparison with today's multiplexes. The new cinema boasted the luxury of heating, ventilation and electric light. A far cry from the days of sitting in a cold tent in a field! Importantly the box that held the film stock and projectors was built of fire resistant material, essential in the early days of moving image, when film was shot on very flammable nitrate.
These early films proved extremely popular with Edwardian audiences who flocked to these new cinemas in hoards. Certainly in Rugby, the opening night of The Empire Deluxe saw a long queue of people waiting outside, for the first house at 7.00pm. All seats were taken! Admission to these new cinemas varied, but at the Empire Deluxe it cost 3d for the back seats, 6d for the front seats, 9d for the circle and 1/- for the front circle and Orchestra stalls. Today these prices correspond to 11/2 pence, 21/2pence, 31/2pence and 5pence.
Following on from the fairground tradition all cinemas still included live acts prior to the screenings of films. Usually coming on to entertain audiences prior to the screenings, these would include entertainers, singers, comedians and dancers etc.
The opening night at the Empire Deluxe began with the audience singing the National Anthem, a custom in all early cinemas. After this the new venue was declared officially open. The evenings programme included a variety of films, shorts and features including Zoe, A Woman's Last Card, (which, according to the local press was "intensely dramatic"). Supporting features included Death's Marathon, described as "exciting", and a short, popular comedy called A Daylight Robbery, which still survives today!
Up until the late 20s, all movies were silent, but were accompanied by music, usually in the form of piano accompaniment. A female pianist called Miss Alice Woolvine accompanied the opening night films.
Apparently according to reports the second house had an even longer queue of local Rugby film enthusiasts, all desperately wanting to be part of the opening nights activities!
By 1914, the cinema changed its name to The Empire and due to the shortage of feature films with the start of WW1, often included more live acts or 'turns' as they were called, to pad out the daily programme. They also installed twin projectors to allow a speedier projection of films.
Six years later Rugby had its third cinema - The Picture House opened in Bank Street in June 1920. This differed from both Vints and The Empire in that it only showed films, no live acts were included. Names of cinemas were often changed with new management, and in the mid 20s the Picture House became the Regent.
Film projection could be a dangerous business due to the flammability of nitrate. In 1921 Rugby suffered its first disaster when Vints Palace burnt down. Having recently itself installed twin projectors. Unfortunately despite promises the cinema never re-opened.
Meanwhile, Benny Morris owner of the Empire sold his business to a Northampton syndicate, but retained the ownership of the building. In 1923 the new syndicate renamed it the Scala, and turned it into a full-time cinema with no live acts. This was the gradual demise of 'live turns' nationally, instead audiences were enthralled with Hollywood movies and by the glamorous Hollywood stars that adorned the screens. Most cinemas changed their programme twice a week, usually on Mondays and Thursdays, advertising on hoarding boards and with their own advertising posters outside the cinemas.
Most cinemas nationally employed their own orchestras to play to the silent films, the Scala followed suite, and often the films were accompanied by a live dance band to keep the audience entertained.
With the closure of Vints due to fire, Rugby only had two cinemas until 1933, when a third was opened. This was the Regal on Railway Terrace, originally the old Prince of Wales Theatre, now converted into a full time cinema for the next 20 years.
Technology changes fast - certainly in the world of cinema - and in 1929 Warner Brothers brought out a new 'sound on disc' system, launching it with The Jazz Singer, starring Al Jolson. Audiences were mesmerised by the 'talkies'; almost overnight silent cinema came to an end. With the coming of sound many silent stars saw their careers ending, as their voices did not record well.
By the end of the year all cinemas had to equip with the latest sound systems. In 1930 the Scala was the first Rugby cinema to embrace the new technology. The first talkie screened was Lights of New York, however the sound on disc technology was soon dated and better sound equipment became available. In 1931 the Scala closed its doors to the public for three days, whilst the new sound equipment B.T.H was installed.
It was not only stars that suffered with the coming of sound, but also musicians. The industry had since the inception of the moving image relied on musicians such as pianists to accompany them. Overnight cinema pianists lost their jobs.
In January 1933, Rugby had its fourth cinema. The Plaza, built in the grounds of Northfields House (which at that time was part of Newbold Road) was a luxurious development.
All of these 4 cinemas continued showing films throughout the Second World War, and in 1946 the Plaza was once again taken over by the Granada Theatre Ltd, and became the Granada.
In March 1946 the Scala Cinema had a fire, which started in the winding room of the cinema, fortunately no one was injured, but the cinema was forced to close its doors.
In the late 40s and early 50s television became a popular form of entertainment and many people preferred to stay at home rather than visit the cinema. Audiences for cinema across the country and in the USA plummeted. Many cinemas had to close their doors and Rugby was no exception. The Regal was the first to close in 1953, followed by the Century in 1961 (the old) Picture House and later the Regent. The Granada continued until 1971, when it became a Bingo Hall.
Rugby was now without a cinema until the Rugby Theatre Society purchased the old Scala cinema and began to show films again as part of its programme. It was to be another 30 years until Rugby once again had a purpose built cinema. On 16th February 2001, Rugby had its first Multiplex Cinema, a nine screened complex called Cineworld off Leicester Road, owned by Cine-UK.
