Following its grand opening, the Ambassador assumed its role as a cherished cultural retreat, offering Salfordians a diverse array of entertainment as an escape from their everyday routines. From silent films to musical performances and a variety of live acts, often featuring local amateur drama and musical groups, the cinema created a vibrant sense of community within its walls.

    The elegantly appointed café, with its three expansive floor-to-ceiling windows, offering sweeping panoramic views of Salford, Manchester, and the Pennines beyond, proved to be a versatile venue.  Hosting an array of events such as weddings, whist drives, cabaret performances, and dances. These gatherings not only helped sustain the cinema financially, but also solidified its place as a beloved hub of the community.

    In addition to film screenings, variety shows and charity concerts were a regular feature. For example, in response to the Prince of Wales’s appeal for the Miners Relief Fund, the Pendleton Public Brass Band performed, raising £72 (around £5,640.57 today).

Beauty contests also became a unique attraction, where only the contestants' faces were visible to the audience.  In one competition held on Friday, September 27, 1929, Frances Shorrocks from Pendleton won, taking home £3 3s (equivalent to £246.78 today) as the most beautiful girl in Salford.

   In a rather curious advertisement from 1929, the Ambassador tried to boost its afternoon matinee attendance by citing an unusual source: the observations of the Shoreditch Coroner and local doctors. How accurate the claim is remains debatable.

"THE SHOREDITCH CORONER SAYS:

That too many women tie themselves up to their domestic duties, never go out, become depressed and sometimes suicidal, doctors agree with him.  They can, however avoid this by attending the AMBASSADOR MATINEES, DAILY at 2.30

(6d and 3d) “

    Despite being built only a couple of years before the advent of “talkies,” the Ambassador’s management was initially hesitant to adopt the new sound films comming from Hollywood.

    In an October 11, 1929 interview with the Manchester Evening News, Alfred Snape, a Director of the Ambassador Circuit, believed the cinema’s orchestra, vocalists, and high-quality silent films were enough, dismissing sound technology as a fleeting "fad." 

    However, just a year later, In March 1930, the process of onstalling sound system began, marking a clear shift towards the new era of film.

    In the interview, Snape also commented on the growing trend of "talkies" and shared some interesting rather parochial observations regarding American accents and dismissive perspective on the acting quality of homegrown British-produced "talkies":

    In its first full fiscal year of operation, the Ambassador achieved a remarkable turnover of £26,000, averaging over £500 per week.

    This success came during what we now recognise as the twilight of the silent movie era. These figures were impressive for a suburban cinema, especially considering ticket prices ranged from sixpence to one shilling and sixpence, with continuous evening shows and Saturday matinees as the exceptions.

    According to a trade report from Kinematograph Weekly,

“Few Kinemas could have had a more difficult “first year,” for almost as soon as the Ambassador Opened, the “Singing Fool” commenced its wonderful career and upset all the trade by its phenomenal success.  But neither the talkies nor the severe winter and unparalleled summer of 1929 daunted the directors of the Ambassador Cinema, who have achieved a triumph over difficult conditions, and, with a profit of over £6,000, are paying a 10 percent. dividend, and placing a considerable amount in reserve.”

    In March 1930, a remarkable event unfolded at the Ambassador Super Cinema in Pendleton, Manchester. During a show, patrons had the extraordinary opportunity to witness the making of a talking picture in a silent cinema— a pioneering moment in British cinema history.

    This unique occurrence began when the cinema's proprietors invited the 'Varsity Vamps,' a jazz band made up of Manchester University students, to perform on stage. Upon learning about the Gaumont Sound News van being in the city, they recognized a fantastic opportunity for a topical news story, especially as the students prepared for their annual fundraising 'rag' event to support local hospitals.

    Responding to the cinema’s suggestion, Gaumont quickly installed additional stage lighting to capture the moment. When the van arrived at the Ambassador, cables were run into the theatre, and both the microphone and camera were strategically placed. The management had got the word out about this event as the cinema was packed to capacity.

    This historic occasion is believed to be the first time a sound film was produced in a British silent cinema during a live performance.

   On 1st February 1931, seven-year-old Constance Crawford of Pendleton was tragically killed in a freak accident on Eccles Old Road. As she and her cousin, Jean Anderson, disembarked from a Salford Corporation tram, a motorcar driven by 27-year-old John Howard, collided with the tram, dislodging its step and sweeping Constance under the car. The rear wheel passed over her, and she was carried a further 87 feet before the car stopped. Constance was taken to the hospital but died on the way.

At the inquest, witnesses described John’s car approaching at a "terrific rate" and noted he had a clear view of the stationary tram for 150 yards. John claimed he swerved to avoid Jean causing him to hit the tram. A jury returned a verdict of manslaughter, and John was committed for trial. However, at the Manchester Assizes on 2nd March 1931, he was acquitted, with the jury concluding that the tragedy was an error in judgment rather than negligence.

  After deliberation, the jury found Howard not guilty.

    (Click here for the news articles on this case)

The incident left a lasting emotional toll on all involved, including Constance’s family, Howard, and Jean, who had witnessed her cousin's death.

 In November 1936, the Ambassador underwent another significant renovation, costing over £1,500 (equivalent to £135,632.96 today). The entire cinema and café were beautifully redecorated with a colour scheme featuring pastel shades accented by gold and silver, thanks to the work of G. F. Holding, Ltd.

    A brand-new screen and new lanterns were installed, along with carpets and draperies. British Thomson-Houston rectifiers replaced the generators, and BTH super arcs were added in the projection room. Additionally, a new canopy was erected at the cinema’s entrance.

   Due to the increased traffic along the East Lancashire Road, the café was also upgraded.  Previously serving only light refreshments, the upgrade to a full restaurant, allowed it to offer a full menu of cooked meals.

   This enhancement would also benefit weddings and other special functions, as the café could now accommodate up to 200 people in one sitting.

Tragically, during the Blitz on the night of Sunday, December 22, 1940, a landmine exploded in Castleway, located just behind the Ambassador. The blast devastated several homes, claimed the lives of six people, and left many others injured.

John Howard, who had recently transitioned from his role as manager of the Ambassador to becoming Managing Director of the Tudor Cinema in Bramhall, captured the event in his diary:

"Tom (his brother) came over on Monday to tell us that mother and Jim and Francis were in their shelter when the house was wrecked by a land mine which landed behind the Ambassador killing 6 and injuring many. Annie’s house has a room or two burnt with incendiaries. Tom’s home not touched. Raid finished at 6.25, nearly 12 hours."

The attack brought destruction and sorrow to a community already enduring the hardships of war. John’s account highlights the widespread impact of the bombing, as well as the resilience of those affected.

   While the explosion did not cause any extensive structural damage to the cinema, the Rex Gloria cinema organ, sustained significant damage from falling debris.

    In a letter to the Manchester Evening News Postbag from 1993, a member of the audience at the time, V. Boyle, recounted their experience, saying:

"I was in the audience at the Ambassador Cinema, Pendleton, enjoying Oscar Rabin's Band with leader Harry Davies and his daughter, singer Beryl, on stage.  The Blitz was raging outside, but the show went on regardless until the building shuddered as a bomb exploded on some houses just behind the Ambassador.  Only then did the audience start to leave, and without panic."

    Sadly, audiences would never have the chance to hear the Rex Gloria organ play again, as it was eventually dismantled for scrap after the war in 1951.