Theatre of Tomorrow

Mayors tribute to Longford, Stretford, 1936

Described as the theatre of tomorrow, the Longford at Stretford, Manchester, the first all electric, was opened on Monday night by the mayor of Stretford, Alderman. A. Smith, in the presence of a large number of distinguished guests. The ceremony was proceeded by a musical interlude by the Longford Orchestra, directed by Oscar Naylor. Declaring the theatre open, the mayor said that Stretford could be proud of the Longford, which was one of the show theatres in the north. The proprietors and the architects both merit congratulations for their courage and enterprise in creating a cinema that was different.

W.Gordon Smith, the manager, who replied, said that the proprietors had given the community of Stretford a theatre worthy of it. Kine-Variety was being more talked about than ever before, consequently the management had adopted that policy. The opening program included Tudor Rose(G.R.) Universal News, Disney cartoons and variety turns.

Designed by Henry Elder, the Longford is claimed to be the first theatre in the country where neon has been used for interior decorative lighting. The ceiling is executed and coloured illuminated square panels.

Kinematograph Weekly October 15th 1936