History of the Ambassador - Part One
From Conception to Opening Night
The Ambassador's concept was to create a 'Super Cinema'—a venue that could host live theatre variety shows in addition to showing films. Up until that point, cinemas were generally smaller, often converted from public halls or other buildings. Even purpose-built cinemas were typically single-story setups.
Conceived during the height of silent films, the owners aimed to ensure the venue would be future proofed against any changes in the popularity of moving pictures. The Ambassador became the first of these purpose-built cine-variety theatres to be constructed outside of London.
September 1927 - A Meeting of Minds
The partnership of Read, Snape, and Ward began around 1926 when Alfred Snape, who had entered the cinema business as Secretary and organiser for Trafford Picture House Ltd., joined forces with Councillor Frederick Read, Chairman of Trafford Picture House Ltd., and Arthur Ward, a Musical Director and cinema owner. Together, they formed the Ambassador Cinema Circuit, with Fred Read heading the board as Chairman and Managing Director.
By early 1927, the directors had engaged local architect John Knight to design their new style of cinema. A special feature, according to reports at the time, was to be the "Cabaret Café Rendezvous," situated on the first floor beneath the upper circle balcony. The café would seat 200 guests and accommodate 100 for dancing on cabaret nights.
The estimated cost for the theatre, which would accommodate 1,820 people, was £34,000. However, due to an accident that necessitated new steelworks, the final cost rose to £40,000.
(Note: £40,000 would be approximately £3,098,833 today.)
On October 15th, a new company, Ambassador Super Cinema Ltd., was registered. Financial advice at the time suggested that cinema circuit owners register a separate company for each cinema to limit liability. This company remained active throughout the three different ownerships during its time as a cinema and theatre. It wasn’t until Tuesday, 15th March 1966—two years after the cinema was sold to Mecca—that the company was finally liquidated.
October 1927 - Disaster Strikes as Work Commences
Work began on preparing the site for the Ambassador's foundations when tragedy struck on the morning of Saturday, 22nd October 1927. Two workers, John Gannon (31) of 36 Jennings Street, Salford, and John Gregg (31) of 10 Chapel Street, Pendleton, tragically lost their lives. The site had previously been an old cinder tip, and although this was known to Gerrard and Sons Ltd., of Swinton, who had been contracted to prepare the site for building, there was a lack of awareness about the dangers posed to their workers when digging the shafts.
The men were sinking a shaft as a preliminary to laying the foundations for the new cinema. It is believed that gases had collected at the bottom of the 25ft shaft during the excavation over the previous fortnight. On that fateful Saturday morning, the two men, along with another workman, Edward Wadsworth of Long Street, Swinton, stripped the planks covering the mouth of the shaft, and John Gannon descended into the pit. Upon reaching the bottom, he was seen to collapse, and John Gregg was lowered by Wadsworth in an attempt to rescue him.
Newspaper report on the inquest of the two men
As Gregg descended, he too became affected by the fumes when he reached about 15 feet down. Retaining his grip on the rope, he succeeded in reaching Gannon and clasped him with his arms before losing consciousness himself. Wadsworth, meanwhile, attracted the attention of nearby residents and contacted the Police and Fire Brigade.
An eyewitness described the rescue to a reporter at the time: “Men came running from all directions and peered into the mouth of the shaft. A man tied a running noose in the windlass rope and let it down into the pit. He drew it gently over the head and shoulders of Gregg, who was on top of Gannon. We all pulled at the rope. We were surprised to find that both men came to the surface. That was because Gregg’s arms were tightly wound around Gannon’s body. Gregg’s last thought, presumably, had been to clasp Gannon and raise him. We had the greatest difficulty in unclasping Gregg’s arms.”
Foundation shafts on site
Another witness, Joe Barrick of Earl Street, Swinton, added: “I saw the rope from the winch dangling within a foot or two of the men in the shaft. The man underneath lay flat on his face and was absolutely still and Gregg lay on top of him, grasping his clothing. He was badly gassed, and as I looked, he relaxed and lay still."
Despite attempts at resuscitation by Wadsworth, and PC Harry Spencer, both men sadly died at the scene.
At the Coroner’s inquest, Edward Wadsworth said that without hesitation, Gregg had gone immediately to Gannon's assistance but collapsed when some feet from the bottom. "I ran to inform the Police," he said, "and after the assistance of pedestrians had been enlisted, the men were hauled to the surface. It was a great shock to me, and I cannot speak too highly of Gregg’s courage and self-sacrifice."
The coroner praised Gregg's selfless heroism, stating, "Greater nobility of mind and heart could no man show than did John Gregg, who, regardless of the risk he was running, bravely descended the shaft in which his colleague was lying in a helpless condition, with the heroic object of recovering him, and himself fell a victim to the presence of gas."
“These men lost their lives by being asphyxiated in a shaft, twenty-five feet deep. They lost their lives in a manner that cannot fail to call forth the deepest expressions of sympathy and regret, and also, in regard to one of the victims, great admiration. The coroner added, " There may be a matter to consider whether the employer took reasonable precautions for the safety of the men."
Mary Gregg, John Gregg's widow, provided crucial insight during the inquest. She revealed that her husband had felt drowsy the night before the incident, suspecting it was due to the foul air in the shaft. She said, "He thought the drowsiness was due to the bad air in the shaft."
Wadsworth, who went to report the accident to the police, said they had Gannon attached by the leg to a rope, but they did not try to pull him up. The Coroner suggested, “You might have brought him up.” to which Wadsworth replied, “It was just the thought of the moment. “
Police Constable Harry Spencer, who had applied artificial respiration, was commended by the Coroner for the admirable promptitude which he had shown.
Wadsworth, said Mr Richardson, the manager, had been to inspect the workings the day before. Mr. Richardson, a director of Gerrard and Sons, stated that there had never been any complaint about foul air or smell. He recalled that an employee had once told him that they had to "bat the air," but Richardson believed this simply meant it was warm.
The Coroner pressed further, stating, “I suppose you now realise the danger which exists in excavating in a confined place?” to which Mr Richardson replied, “I do realise this danger, but I have never come across it previously.” He knew the site was an old cinder tip. The Coroner asked, “Do you know foul gases do accumulate in these pits? Mr. Richardson replied, “I believe so, but I have never known anybody to be overcome.” The Coroner continued, “There are no appliances for use in the case of foul air?” Mr Richardson stated, “We had none on the job. " The coroner then asked, ” Are any tests ever made?” to which Mr Richardson replied, “Not in this case.” The coroner queried, ” Have you known any tests in other cases?” to which Mr Richardson said he did not.
It was confirmed that the cause of death was asphyxia from inhalation of poisonous gases. Answering the Coroner, a doctor said the gas might accumulate overnight. He understood that they had excavated through cinders and got down to the sand, which the gas would not permeate as it would through cinders.
The Coroner noted that this was the first case of its kind in the district, and he was sure Messrs Gerrard and Sons would be only too anxious to take the necessary precautions in future. The evidence did not reveal any negligence, and the verdict would be "Death from misadventure
The directors of the Ambassador Super Cinema decided, although no responsibility attached to their company, “to mark their great regret at the unfortunate accident” by donating the first day’s proceeds to the dependents of the two men when the cinema opened. There is no record that the men’s employer, Gerrard and Sons compensated or assisted the men’s dependents in any way, which is not to say they didn’t, we just don’t know.
John Gregg’s widow would later receive a heroism award certificate from the Carnegie Trust’s Hero Fund Awards on behalf of her deceased husband, with a promise to reconsider her case should the need for financial assistance arise in the future. Both men’s dependents went on to receive half each of the proceeds from the Ambassador's Christmas Eve opening night, amounting to £112 and 1 shilling
News paper article about the Hero award from Carneigie Trust
November 1927 - Raising the Money
On Thursday, November 3rd, a prospectus was issued for Ambassador Super Cinema Ltd., part of the new Ambassador Cinema Circuit. This prospectus was financed with a capital of £35,000 in ordinary shares of £1 each. The purpose was to acquire a plot of land on Langworthy Road, Pendleton, for £3,850, and to construct a modern super cinema and café, with a motor park for 100 cars adjoining the site.
The article from The Bioscope suggests that the shares had already been allocated between the three main directors and their firends.
In addition to the main three directors Read, Snape and Ward, other directors included William Henry While from Salford, Stanley Henry Baker from Knutsford, and Albert Edward Wright from Manchester.
Among the early shareholders was Percy Hamer from Swinton, whose construction firm was later awarded the contract to build the Ambassador cinema. Although he initially only held shares in the company, Percy Hamer did not officially join the board as a director until 1936. This occurred after Arthur Ward, one of the original directors, passed away, when Hamer took his place.
(Note: This information appears slightly out of sync with the timeline, but are the dates as reported in the Bioscope at the time.)
The Bioscope - Thursday 03 November 1927
December 1927 – Tenders invited for the building work
“Manchester.—Tenders are being invited for the erection of the new Ambassador Cinema at Pendleton, Manchester, for the Ambassador Super Cinema Ltd., of 13 St. Ann's Street, Manchester. The new kinema has been planned by John Knight, F.R.I.B.A., of 5 Cross Street, Manchester. The site is in Langworthy Road, Pendleton, and it will have a capacity of 1,820 persons.” — Kinematograph Weekly, Thursday 22 December 1927.
Swinton-based P. (Percy) Hamer Ltd., known for constructing many public buildings, including several cinemas, won the tender to build the Ambassador.
July 1928 - Accident Causes Delay
In July 1928, damage costing about £4,000 occurred when one of the main roof girders was being hoisted into position, and the steel hawser (rope) snapped. The falling girder struck three others already in place, causing them to crash to the ground. Part of the newly erected exterior wall was also damaged, leading to a postponement of the planned opening in early December as new girders had to be manufactured.
August 1928 – Back on track
In August 1928, everything appeared to be back on track according to a report in the trade paper, The Bioscope, on Wednesday, August 1st, 1928: “Ambassador Super Cinema, Manchester. The whole of the steelwork for the Ambassador Super Cinema, Pendleton, Manchester, will be delivered and erected within the next three weeks, by which time the steelwork contract will be completed. Alfred Snape states that "the theatre will open in December according to plan.”
Images from NWFA showing building work on the site.
December 1928 - Kinematograph preview
On Thursday 27 December 1928, the Kinematograph Weekly described the Ambassador as an architectural and engineering marvel, that represented the pinnacle of 1920s cinema design—combining technical innovation, architectural beauty, and a forward-thinking approach to entertainment.
THE AMBASSADOR, PENDLETON.
INTERESTING NEW LANCS HALL
2,000-Seater Opened
THE building of the Ambassador, Pendleton, which was opened on Saturday, involved an engineering feat which has excited the interest of both the practical man and the technician.
Owing to the nature of the site, the architect, John Knight, F.R.I.B.A., found it necessary to build directly on a reinforced concrete raft, which is itself supported by no less than 120 huge columns of concrete which rest on the solid rock, a work of enormous importance. but of course, never to be appreciated by the public.
Kinematograph Weekly December 27 1928.
Note they managed to mix up the names and photos.
Imposing Facade
It is, however, the superstructure which really delights and pleases. "Imposing" is the appropriate word to use regarding the external aspect. The main façade, which is Greek in character, disposing to the Modernist influence, has been carried out in light terra-cotta, so that if dignified and beautiful by day, it is naturally adapted for scientific flood-lighting, and, when illuminated, presents a most arresting and inviting appearance.
It is evident from the treatment of the interior that, from the architectural standpoint, every effort has been made to secure the ideal.
With its 2,000 capacity, spacious crush rooms and café and car park with accommodation for 200 cars, the Ambassador is conceived upon lines and with an eye to beauty and comfort that characterises the most recent examples of the super kinemas in the country. On the stalls floor, the seating capacity is 1.820 and the balcony accommodates 580.
For the comfort of the auditorium patrons there is a draught screen at the back, made of wood and plate glass. The general decorations are unique in their simplicity and effectiveness. The ivory tinted walls, with dados executed in glass tiles, form a pleasing background to the heraldic emblems which are hung from the frieze, whilst they contrast most fittingly with the elaborate brass grilles in the Italian style to the organ chambers. The proscenium frame is treated in a delightful and artistic manner.
When the Ambassador has been open about three months, it has been arranged for much of the painted portion of the walls to be covered with oak panelling. This cannot be done at this stage in a new building efficiently, but eventually, there will be an improvement in this connection.
The Garden Scene
In a wonderfully attractive entrance hall, amongst other novelties, is an electrically-lit garden scene, which will be varied from time to time. Occasionally the space will be used for advertising forthcoming film programmes, and special settings will be made that will both charm and interest.
Stage Facilities
There is a good-sized stage with adequate dressing-room accommodation, provision being made for the introduction of other forms of entertainment. The stage equipment is very complete, and has been supplied by the Holophane company, who have also installed one of their special curtains, designed for colour lighting purposes.
A large Unit organ has been installed. It has hundreds of notes and effects, which include piccolo, clarinet, Westminster chimes (18 notes), flute, viola, saxophone, tambourine, drums, castanets, trombone, tom-tom, Chinese block, vox humana, cymbal, snare drum, surf effect, sleigh bells, triangle, horses' hoofs, thunder, motor horn, boat syren, crash cymbal, fire gong, aeroplane, wind howling, telephone, train whistle, birds and scores of other delightful and surprising novelties.
The Directors
Those associated with the Ambassador include Fred Read (chairman), A. Snape (secretary of the Trafford Picture House, Ltd.), A. L. Ward, well known in Manchester musical circles, who is joint managing director of the New Popular P.H., Hulme, and lessee of the New Empire, Leigh, Lancs, and under the guidance of these showmen, the finest film entertainment with its collateral musical and stage presentation is assured to the patrons of Pendleton."
December 1928 - Christmas Eve Gala Opening
This reinterpretation of architect John Knight's original watercolour painting captures the grandeur of the Ambassador Super Cinema as it might have appeared on its opening night. Knight's artwork, with its classical proportions and elegant design, highlighted the theatre's imposing facade, illuminated by soft floodlighting that would have added a magical glow.
The excitement surrounding the opening of the Ambassador, including its grand inauguration by Salford's Mayor, took center-stage in the local newspapers. The Ambassador represented the pinnacle of luxury for Salford at the time, a cinema of unparalleled grandeur truly worthy of the title “Picture Palace.” With marble staircases, sumptuous fixtures, ornate decorations, and deep-pile carpeting, ordinary people could escape their dull daily lives and be transported to other worlds.
On Christmas Eve, Salford's newest cinema, the Ambassador Super Cinema, opened its doors in one of the city's most coveted suburban locations. The Mayor of Salford, Councillor A. H. Collins, enthusiastically declared, “I am delighted! Salford has played second fiddle to Manchester for too long. We now have a cinema comparable to any in Manchester!”
The evening’s three-hour entertainment programme featured two films: "Vaudeville," starring Emil Jannings and Lya De Putti (original title: Varieté 1925), and the feature film "Enemies of Society," starring Conway Teal and Margaret Morris. Before the film screenings, there was an impressive demonstration of the latest 'Holophane' novelty stage lighting effects.
Musical performances were delivered by John Hughes and Madame Edna Melling, accompanied by the grandly titled Ambassador Symphony Orchestra under the skilled direction of Mr. Arthur L. Ward, one of the three main directors of the cinema.
During the intermission and organ interlude, patrons were captivated by the performances of organists Mr. Norman Cocker and Mr. Reginald Liversidge, who skilfully played a selection of both popular and classical music on the "Rex Gloria" cinema organ.”
All proceeds from the opening gala were donated to the dependents of the two men, John Gannon and John Gregg, who tragically lost their lives during the excavation of the cinema's foundations. It was reported in the Manchester Evening News - Tuesday 05 March 1929, "Dependents of the two men killed during the erection of the Ambassador Cinema Pendleton shared £112 1s*., which was raised by a benefit performance at the cinema."
* This would be worth the equivalent of £8,128 in today’s money. The average weekly pay for a building labourer in 1929 was around 11 shillings and 6 pence, (worth £44.93 today).
Facsimile copy of the original Souvenir Programme From the grand opening on Christmas Eve, December 24th 1928.
Reginald Liversidge at the 'Rex Gloria' organ at the Ambassador Super Cinema Salford 1928/9
House Manager John Howard
Based on detailed descriptions and several photographs of its almost identical sister, the Kingsway Super Cinema, this mock-up offers a visual representation of what the Ambassador's proscenium would have looked like on its opening night.
It closely mirrors the original design and ambience, capturing the grandeur and architectural style of that era. This recreation aims to give a sense of the theatre's rich history, and the atmosphere experienced by audiences during its early days.
The first-ever film shown in the Ambassador
Modern-day trailer for Vaudeville - Original title: Varieté, a German film from 1925 starring Emil Jannings and Lya De Putti
You can watch the full film >Here<
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