John Howard started his career in 1921, when he was 18, as an Assistant Colour Research Chemist for the British Dyestuffs Corporation (Blackley) Ltd. This job displayed his intellectual flair and ambition, as he worked on the pioneering science of dyes and pigments, one of the largest industries of the early 20th century.

At first glance, it might seem like a big leap from industrial science to the world of cinema and theatre entertainment, but the path becomes clearer when examining John’s passion for music and performance.

By 1926, it was clear that John’s career had taken a sharp turn toward the cinema industry, as noted in The Bioscope trade magazine.  From a letter to the editor dated 7th October, it becomes evident that his entry into the world of cinema came through his talent as a pianist, accompanying silent films.

This likely began as a part-time job to bring in some extra money.  It would have been a crucial role during the silent film era, when live music played a key part in the movie-going experience, adding drama and emotion to the stories unfolding on screen.

John’s musical background not only allowed him to develop connections within the cinema industry but also highlighted his adaptability and creativity. By performing for audiences, he cultivated an understanding of the entertainment sector, which would serve him well as he transitioned into management.

The November edition featured a quote from John under the title "EXHIBITORS OPINIONS of Running the Show “ It becomes clear that this transition to management must have already occurred, perhaps managing a small cinema. The quote endorsing the magazine's "Running the Show" content had a headshot of John. From this, it was evident that John was either managing a cinema or was keenly studying the showmanship and management skills in the presentation of films.

At just 23 years old, John had already begun to make his mark in the industry, and the photograph used in The Bioscope would later reappear in the Ambassador Super Cinema’s opening night souvenir programme. This early involvement demonstrates his growing reputation and passion for the medium, as well as his ability to navigate a new and rapidly evolving industry.

By 1928, John was 25 years old and in his dream job as Manager of the brand new, 1,820-seat Ambassador Super Cinema. Tasked with overseeing its opening and daily operations, John’s combination of scientific discipline, musical artistry, and business acumen made him uniquely suited to this role.

His journey from assistant research chemist to cinema manager reflects not only his versatility but also his ability to seize opportunities and thrive in an industry at the forefront of entertainment innovation.

On 15th October 1929, John married Elsie Parkinson at Brunswick Wesleyan Methodist Chapel on Broad Street, Pendleton, a short distance from the Ambassador. The Ambassador’s grandeur made it an ideal venue for their wedding reception. This tradition extended to John’s elder brother Thomas, who held his reception at the Ambassador in 1931. It is noted in two separate articles in the “Kinematograph Weekly”, that the young couple received several thoughtful and generous wedding gifts in celebration of their marriage. The staff of the Ambassador presented them with a beautiful presentation case of cutlery, while the three directors of the cinema—Fred Read, Alfred Snape, and Arthur Ward—offered individual gifts alongside a joint gift of a gramophone cabinet. It seems clear that John was held in high regard by both his employers and the staff he managed.

Following the ceremony, the couple enjoyed a brief honeymoon in Cleveleys, a charming coastal town on the Fylde Coast, not far from Blackpool, before returning to Salford to begin their married life.

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, 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, a 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 initially returned a verdict of manslaughter, and John was committed for trial. However, at the Manchester Assizes on March 2, 1931, he was acquitted. The jury concluded that the tragic incident was a mistake in judgment rather than a result of negligence.

(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 1936, at the age of 33, John became a founding shareholder in the Ellesmere Super Cinema. According to family accounts, he went on to serve as a managing director for at least five companies, presumably all within the cinema industry.

We know he was involved in the construction of the Fourways Super Cinema in New Moston,  the Magnet Super Cinema, in Newton Heath and the Warwick in Sale Moor. 

He was also involved in the acquisition of the Pavillion in Oldham and the Empire in Chorley. 

On 25th January 1940, John Howard documented a pivotal moment in his career. In his diary, he noted that Catlow Greenhalgh, Chairman of the Tudor Super Cinema Ltd. in Bramhall—half-owned by Alfred Snape—had formally parted ways with Snape and offered John the position of Managing Director at the Tudor. This offer came with a flat as part of the Tudor building.

John reflected on the opportunity in his diary: “This means a big change, but I feel I’m doing the right thing, no freedom at Ambassador and constant bickering. It’s worth losing money to secure happiness.”

His decision to leave the Ambassador was driven by a deteriorating relationship with Snape, who started leaking news of the appointment to others involved and further strained their already fractured relationship.
“I’m accused of transferring my allegiance to C.G. and many other things, all biased views because A.S.’s vanity has been hurt, We promised to keep the appointment quiet until Revill* had been told but A.S. was soon leaking to C. Burgess and others.”” John wrote, illustrating his frustrations.

So despite an agreement to keep the appointment private until William Revill*, the outgoing Managing Director, was formally informed, Alfred Snape had begun sharing the news prematurely.

This new role at the Tudor offered John not only a fresh professional start but also a personal reprieve from the tensions at the Ambassador. It highlighted his willingness to prioritize happiness and professional respect over financial gain.

On Sunday, 3rd March 1940, John Howard concluded his 11-year tenure as Managing Director of the Ambassador Cinema, handing over the reins to T.V. Stephenson, who had previously been Managing Director at the Ellesmere Cinema. This marked the end of an era for John, whose leadership had been central to the Ambassador's success.

In his diary, John reflected on this transitional moment, writing: “Hand over to Stephenson at Ambassador and on Monday 4th have taken over from Revill at Tudor and find immediately that A.S. and Revill have tried to queer the pitch by saying they have now no connection and cannot give temporary authority.” This suggests that his former colleagues, Alfred Snape and William Revill, had attempted to complicate or undermine his start at the Tudor by claiming they were no longer involved and could not provide necessary licensing support.

Despite these obstacles, John embraced his new role at the Tudor Super Cinema, solidifying a fresh chapter in his professional life, even as tensions with his former associates lingered.

Shortly after this change, and the outbreak of World War II, John’s sense of duty led him to volunteer as an Air Raid Precautions (ARP) Warden.

 Still keen to do his bit, in 1940, he joined the British Army, serving in North Africa, including at the  Battle of El Alamein.

Despite his desire to drive a tank, John, at 37 years old, was deemed too old for the role, a decision that as John reflected on in his diary, might well have spared his life.

His wartime service took him far from home, with little or no contact with his family while he was away.  John entered service in July 1941, embarking on a journey that would take him far from home for nearly four years. He set sail from Liverpool in January 1942 and arrived in Cairo two months later. After a period in the desert, the regiment returned to Cairo in December 1942.

In January 1943, over a year later, the regiment left for Cyprus, staying there until June 1943, when they returned once again to Cairo. The following year, in April 1944, they set sail for Italy, landing in Taranto, and began a steady push northward. By May 1945, they had reached Austria, marking the end of the campaign in Europe.

John’s service concluded in October 1945, bringing to a close almost four years of separation from home. It must have been a gruelling experience, both physically and emotionally, but his journey reflects the incredible resilience and dedication of those who served during the war.

After the war, John ventured into the book trade by opening a bookstore. Unfortunately, the business was not successful.

However, his enduring connection with Brian Snape, the son of Alfred Snape (one of the original directors of the Ambassador), proved invaluable. His family believe that his wife Elsie was instrumental in this, persuading John to speak to Brian. about a job. 

John joined the G.B. Snape group, contributing to the company’s bingo operations.

Tragedy struck the family on May 26, 1953, when John and Elsie’s first son, John David Howard—affectionately known as David—lost his life at just 18 years old in a heartbreaking car accident.

David had spent a joyful day with friends, and they were travelling home from Peover. As their car passed through Sale, the vehicle in front slowed near traffic lights. The driver, Charles Kennedy, applied the brakes, but the wet, greasy road caused the car to skid. It veered across the road and collided with a bus. The accident happened in the dark, under challenging driving conditions, as noted by a policeman at the scene.

David and the other passengers were rushed to Altrincham General Hospital, but despite the doctors’ best efforts, David tragically passed away.

This loss left its mark on the family, deeply grieving a young life cut short. According to family members, David wasn't talked about much in later years, so painful was his loss.

His sister Margaret was due to wed that year, and so they postponed their wedding to January 1954.

For John, it must have reopened old wounds, reminding him of the tragic accident he was involved in back in 1931 that had claimed the life of Constance Crawford.

John Howard's fondness for the Ambassador Cinema remained strong throughout his life, as recounted by his son, Peter.

John often shared captivating anecdotes about his time managing the iconic venue, reflecting his deep connection to the cinema.

A particularly notable friendship was with Violet Carson, better known as Ena Sharples from Coronation Street, who had a longstanding association with the Ambassador. Carson had performed as a pianist with the Ambassador Symphony Orchestra on the cinema's opening night and returned frequently to its stage during her singing career.

The bond between Violet and the Howard family endured, with Carson sending them a Christmas card every year—a testament to their enduring friendship.

In 1965, Peter, who had followed his father into the Bingo and entertainment industry, played a pivotal role in arranging a special moment, with Violet Carson who had played piano in the Ambassador Orchestra on the opening night back in 1928 being invited to formally open the Ambassador as a Mecca Bingo Hall.

Peter took the opportunity to make sure John, as the original manager, was also present, marking a poignant reunion of two old friends and a new chapter for his beloved Ambassador.