Longford Cinema
Product brand
UnclaimedA former Art Deco cinema in Stretford, Greater Manchester, later converted into a bingo hall.
Last updated August 25, 2026
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Overview
Longford Cinema was a former cinema in Stretford, in the Trafford area of Greater Manchester, England. The venue is associated with several names, including The Longford Essoldo, Stretford Essoldo, The Top Rank Club and the nickname “The Cash Register,” derived from its distinctive frontage. Although the building is best known through its Essoldo-era identity, the authoritative subject is the Longford Cinema itself. The cinema opened on 12 October 1936 in a period when British picture houses were embracing modernist and Art Deco design. It was designed by architect Henry Elder and opened by the Mayor of Stretford. Its most recognisable architectural feature was a façade shaped to resemble a cash register. This unusual form was intended to express the commercial character of show business and helped make the building a local landmark. The opening programme featured Tudor Rose, a film starring Nova Pilbeam. The building incorporated a number of features that were considered advanced for its time. These included acoustic sound-proofing, heating beneath the seats and concealed neon lighting, described in the available historical account as a first for a British cinema. The auditorium provided 1,400 seats in the stalls and 600 in the circle, with another 146 places in a café area. Its foyer contained large murals by Frederick Harry Baines portraying contemporary cinema scenes. The original pedestrian approach to the front elevation was later removed as the A56 was widened. During the Second World War, the building served purposes beyond regular film exhibition. It hosted concerts, including an appearance by a young Julie Andrews. It also provided a temporary performance venue for the Hallé Orchestra after the orchestra’s normal home, Manchester’s Free Trade Hall, was badly damaged during the Manchester Blitz in 1940. The Hallé gave twelve concerts at the cinema during the 1942–43 season and returned for further performances under conductor John Barbirolli in the following season. These wartime uses demonstrate the venue’s importance as a large public entertainment space in the region. Following a change of ownership in 1950, the cinema was renamed the Stretford Essoldo. The Essoldo name became a significant part of the building’s later identity and is the basis for the supplied brand name “Essoldo Cinema.” The venue continued showing films until 1965, when it was converted into a bingo hall. It operated in that form until closing in 1995. The building was purchased by a new owner in January 1997, although the available reference material does not identify that owner. It has remained unused since the purchase. Despite its later vacancy and changed use, the building retains architectural and historical significance. It received Grade II listed status in 1994, recognising its special architectural or historic interest. Longford Cinema is therefore best understood not as an operating cinema brand today, but as a listed former entertainment venue whose history spans cinema exhibition, wartime musical performance and bingo operations.
History
Longford Cinema opened in Stretford on 12 October 1936, designed by architect Henry Elder in an Art Deco style. The building’s frontage was formed in the shape of a cash register, a design intended to symbolise the business side of show business and later giving rise to the nickname “The Cash Register.” The opening ceremony was conducted by the Mayor of Stretford, and the first film shown was Tudor Rose, featuring Nova Pilbeam. The cinema was planned as a large, modern entertainment building. It contained 1,400 seats in the stalls, 600 in the circle and 146 additional seats in a café area. Its design included acoustic sound-proofing, under-seat heating and concealed neon lighting. The latter was identified in the historical account as the first use of concealed neon lighting in a British cinema. Murals by Frederick Harry Baines decorated the foyer and depicted scenes connected with contemporary cinema. The building’s setting changed over time. A short pedestrian approach originally led visitors toward the façade, but that feature disappeared when the A56 was widened. The cinema nevertheless remained a notable element of the Stretford streetscape. During the Second World War, the venue was used for concerts as well as films. One performance featured a young Julie Andrews. The cinema also became a temporary home for the Hallé Orchestra after the Free Trade Hall was severely damaged in the Manchester Blitz of 1940. The orchestra performed twelve concerts there in the 1942–43 season and gave additional performances under John Barbirolli during the following season. This period established the building as a significant regional venue for music as well as motion pictures. A change of ownership in 1950 brought a new name, Stretford Essoldo. The venue is also referred to as The Longford Essoldo, and the Essoldo identity is central to later references to the site. It remained a cinema until 1965, when the premises were converted into a bingo hall. Bingo use continued until the building closed in 1995. The property was bought by a new owner in January 1997, but the available source does not specify the purchaser. It has remained unused since that transaction. The building was listed at Grade II in 1994, before its later vacancy, reflecting the importance of its architecture and history. Its significance rests on the combination of an unusual Art Deco design, early cinema technology, wartime cultural use and a long transition from film venue to bingo hall.
- 1997
Property purchased by a new owner
[1]A new owner purchased the building in January, after which it remained unused according to the available reference.
- 1995
Bingo operations end
[1]The building closed after operating as a bingo hall for approximately three decades.
- 1994
Building receives Grade II listing
[1]The former cinema was designated a Grade II listed building, recognising its architectural and historical interest.
- 1965
Cinema converted to bingo hall
[1]The building ceased operating as a cinema and was converted for bingo use.
- 1950
The venue becomes Stretford Essoldo
[1]Following a change of ownership, the cinema was renamed Stretford Essoldo.
- 1942
Hallé Orchestra concert seasons begin at the cinema
[1]The Hallé performed twelve concerts at the venue during the 1942–43 season, followed by further concerts under John Barbirolli in the next season.
- 1940
The Free Trade Hall is damaged in the Manchester Blitz
[1]After the Hallé Orchestra’s regular home was severely damaged, the Longford became a temporary venue for the orchestra’s concerts.
- 1936
Longford Cinema opens
[1]The cinema opened in Stretford on 12 October, with the Mayor of Stretford performing the opening ceremony. Its first feature was Tudor Rose, starring Nova Pilbeam.
Products and positioning
A prominent suburban entertainment venue combining technologically progressive Art Deco cinema design with film exhibition, live performance and later bingo use.
Cinema · 1936
Cinema film exhibition
The building’s principal original function was the presentation of feature films. Its opening programme was Tudor Rose, and the auditorium was designed at substantial scale, with 1,400 stalls seats, 600 circle seats and additional café seating. The cinema’s sound-proofing, under-seat heating and concealed neon lighting reflected the technological and comfort expectations of 1930s picture-house design.
Live entertainment · 1940
Live music and orchestral concerts
During the Second World War, the venue supplemented film screenings with concerts. It hosted a performance by a young Julie Andrews and became a temporary home for the Hallé Orchestra after the Manchester Blitz damaged the Free Trade Hall. The Hallé presented twelve concerts there in the 1942–43 season and additional performances in the following season.
Bingo and gaming entertainment · 1965
Bingo hall
After cinema operations ended in 1965, the building was converted into a bingo hall. This use continued until the venue closed in 1995, marking the longest documented post-cinema operating phase of the property.
Brand decisions
1965
Conversion from cinema to bingo hallStrategyBackground
The building had operated as a cinema since its opening in 1936.
Action taken
Its use was changed from film exhibition to bingo entertainment.
Aftermath
Bingo operations continued until the building closed in 1995.
1950
Adoption of the Stretford Essoldo nameStrategyBackground
The venue underwent a change of ownership after its first fourteen years of operation.
Action taken
It was renamed Stretford Essoldo, adding the Essoldo identity to the building’s established Longford name.
Aftermath
The cinema continued operating as a film venue until its conversion into a bingo hall in 1965.
Sources1 sources
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