Camels attending a cinema in Sutton in 1962

In the early 1920s, Sidney Bernstein, then in his own early twenties, inherited a number of small London cinemas from his father. Together with his brother Cecil, Sidney substantially grew the family chain throughout the following decades.

In 1929, Bernstein opened the first purpose-built Granada cinema in Dover, Kent, and by 1935 a new Granada was being opened every three months. He would go on to establish a successful circuit of 60 cinemas and theatres, becoming a major force in British cinema. 

Through his programming and business pursuits, Bernstein earned a reputation for originality. Scrapbooks from the Bernstein collection, held in the BFI National Archive, detail a variety of events that took place at Granada cinemas across the country. These include promotional ‘stunts’ that were arranged to create excitement for upcoming films and screenings (think Tom Cruise standing on the top of BFI IMAX).

An example of this showmanship can be seen in these photographs from the Granada cinema on Carshalton Road, Sutton. In late 1962, a camel was paraded through the auditorium to help promote the upcoming release of David Lean’s desert epic Lawrence of Arabia. Seen here walking down the aisle with its handler and sat down next to paying punters, the photos also reveal details of the Granada’s ornate interior (which was decorated by interior designers Mollo & Egan in 1934).

Events such as this were recorded in scrapbooks that Bernstein encouraged his managers to compile, and which detail the lengths they would go to secure audiences.

Managers at Granada cinemas worked in rotation for 18 to 24 month periods, where they had to make their mark before moving to another cinema in the chain. Some managers were very successful, becoming local celebrities, and their transfer to other theatres prompted an outcry by customers and residents who had grown to trust and respect them.

Produced with the support of the BFI Screen Heritage Fund, awarding National Lottery funding.