The Phoenix Cinema is an independent single-screen community cinema in East Finchley, London, England. It was built in 1910 and opened in 1912 as the East Finchley Picturedrome. It is one of the oldest continuously-running cinemas in the UK and shows mainly art-house films. It is distinctive on East Finchley's high road by its large neon sign on the side of the building. The cinema's patrons are Benedict Cumberbatch, Maureen Lipman, Judi Dench, Michael Palin, Bill Paterson and Mark Kermode. It is run by a charity as a community cinema.
History
The Picturedrome (1910–1923) The Cinematograph Act 1909 introduced laws to make cinemas safer. As a result, more purpose-built cinemas began to appear from 1910 onwards including this one. The Phoenix Cinema was built in 1910 by Premier Electric Theatres, however the company went bankrupt before the cinema could be opened. In 1912, the building was purchased by businessmen who had been involved in setting up East Sheen Picturedrome. They finally opened it as 'The East Finchley Picturedrome' in May 1912 with 428 seats. The first screening was of a film about the Titanic which had recently sunk. The natural fall of the land was used for the sloped seating with the screen at the High Road end.
The Coliseum (1924–1936) In 1924, the cinema's name changed to the "Coliseum". In 1925, the cinema was sold to Home Counties Theatres Ltd, which also owned the Athenaeum Picture Playhouse and the Summerland Cinema, both in Muswell Hill. At this time, the typical programme was silent movies accompanied by live music, plus variety acts such as singers, magicians and comedians. But in 1928, British cinema went through a huge transformation when the first sound film, The Jazz Singer, featuring the voice of the film's star Al Jolson, premiered in the Piccadilly Theatre, London. Cinemas across London started the transition to sound and on 22 July 1929 this cinema was the first in the area to show a sound film, screening Al Jolson's The Singing Fool.
The Rex (1937–1975) In 1937, the building was redesigned and rebuilt in an Art Deco style and reopened as the "Rex" in September 1938. The alterations of 1938 were a response to competition from 1000 seater "picture palaces" being built by chains such as Odeon, ABC and Gaumont in the surrounding area. Cinema interior designers Mollo & Egan redesigned the auditorium. The original 1910 barrel vaulted ceiling was retained, but decorative Art Deco panels were added along the walls. The auditorium was reversed, with the screen moving to the opposite end. This involved considerable alteration to the flooring to create a rake for the seating. The colour scheme, like today, was red, bronze and gold. The number of seats increased to 528. A projection box was built over the foyer to satisfy the requirements of the Cinematograph Act 1909, with shutters over the windows to the auditorium which could be closed in case of fire. Kershaw Kalee II arc film projectors with RCA sound heads and an RCA high-fidelity 6-valve amplifier were installed. Behind the screen were two RCA loudspeakers, where they remained for over 60 years. Modern heating and ventilation systems were also installed. These alterations together with the improved sight lines from the seating raised the standard of the Rex to meet those of its north London competitors. The front of the cinema was transformed by architects Howes & Jackman with a move to the sleek lines of 1930s art deco architecture. The turrets and decorative plasterwork were removed to give the exterior a more 'modern' look. Glazed black tiles set against cream plaster and a new canopy stretching across the width of the cinema were accompanied by a neon sign with the new name, The Rex. The Rex opened as an independent cinema compiling its own programmes, unlike the nearby chain cinemas, whose schedules were decided by their allied production companies. Advertising from 1938 reassured the public that "If it is good it's on our screen". There was a full programme with a double-bill of two features, a major and minor release, a short and a newsreel, all at the same prices as the chains. Advertising, neglected by the Coliseum, was embraced by The Rex and it was always keeping up with innovations from the larger distributors. The Rex's programming policy in the late 1930s allowed it to tailor its presentations to its public's tastes. British films were therefore favoured and popular films were presented that had previously gone round the big circuits, allowing patrons to see films they had missed elsewhere or to see a favourite film a second time around. Sunday showings of older films and a standard mid-week change of programme (when the circuits were holding a film for a whole week) provided a rich diet for even the most enthusiastic cinemagoer. In 1973 the Rex was acquired by the Granada Group. The programming policy changed to commercial circuit releases and the previously steady increase in admissions stalled. The EFNA (East Finchley Neighbourhood Association) produced a petition and an accusatory article, Granada Wrecks the Rex, was published by Keith Lumley resulting in a new owner and a programming policy reversal.
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