Initially known as the Ambassador Circuit, the company later rebranded as Snape & Ward. John Maxwell, the chairman of Associated British Cinemas (ABC) Ltd, joined the board after acquiring the shares of the late Coun. Fred Read. In a statement to Kinematograph Weekly on Thursday, May 31, 1934, Alfred Snape announced Maxwell’s involvement and firmly dismissed any rumours of an ABC takeover.

    Shortly after, the circuit was officially renamed Snape & Ward, and John Maxwell—a towering figure in the ABC Cinema Circuit—became a board member, sparking speculation about a potential ABC acquisition of the circuit. However, Alfred Snape clarified that this arrangement was personal and would not change the management or policy of the Manchester-based circuit. He acknowledged that the company would benefit from Maxwell’s expertise, given his leadership roles at British International Pictures, Ltd., Wardour Films, Ltd., and numerous other cinema circuits, and chairman of the K.R.S (Kinematograph Renters Society).

   This move was strategic for Snape, as Maxwell and ABC were known for acquiring smaller cinema chains to grow their dominance. With competitors like ODEON also looking to expand, Maxwell’s involvement seemed savvy, though Snape & Ward remained independent and fiercely proud of their Manchester roots. It’s unclear if Maxwell stayed with the company once the independent nature of the circuit was confirmed.

    Some might say Maxwell played the long game. In the following years, several Snape & Ward cinemas were sold to Union Cinemas, including the Regal Super Cinema in Altrincham and the Kingsway Super Cinema in Levenshulme—sister cinema to the Ambassador. Ironically, ABC later took over Union Cinemas, further entwining the two circuits’ histories.

    The company began divesting some of its properties in 1935, starting with the Trafford Picture House, which had been part of Fred Read’s holdings when the Ambassador Circuit was first formed. Surprisingly, they also sold two of their grandest super cinemas: the Kingsway in 1936 and the Regal in Altrincham in 1937, both of which were acquired by Union Cinemas before being taken over by ABC in 1938. They may have been sold following the death of Arthur Ward for some unknown reason. A strange sale as Arthur's widow and son Harold still had a stake in the company. This may well have been the culmination of John Maxwell’s long-term plan when he initially purchased Fred Read’s shares.

    The business continued as Snape & Ward under the remaining directors, Alfred Snape and Arthur Ward, until Arthur’s untimely death on February 8, 1936, at the age of 50. After returning from a holiday in Switzerland, he developed a chill that unfortunately worsened into pneumonia. It's believed that his son, Harold Ward, stepped in to maintain the family’s involvement in the company, helping to preserve the Snape & Ward name.

      Of particular note in the history of the Ambassador is that Percy Hamer, the builder and one of the original shareholders of the Ambassador, took Arthur's seat on the board of the Ambassador Super Cinema Ltd. Meanwhile, Arthur’s widow, Mrs. Ward, retained her interests in other cinemas, most notably holding a seat on the board of the Plaza Super Cinema Ltd.

    During this time, Snape & Ward Circuit entered a period of growth, acquiring 20 additional cinemas and overseeing one of the most successful expansion phases that was achieved out of all three circuits.

   Though the company built only three more "Super Cinemas" during this era, their final one—the Fourways Cinema in Moston, designed by Drury & Gomersall—was completed in 1939. By 1946. 

    With Alfred Snape’s health in decline, his son Brian Snape began taking on more responsibilities and eventually inherited his father’s share of the business when Alfred passed away in 1947. The company continued under the Snape & Ward name until the mid-1950s, when Harold Ward parted ways, leaving the business to the remaining shareholders the principal being  Brian Snape.

   At its height, the Snape & Ward Circuit owned 30 cinemas. After his departure, Harold Ward went on to establish the Ward Circuit, taking with him seven cinemas he retained from the group, including the New Empire, Coliseum, Warwick, Wycliffe, College, Tudor, and York Cinemas.

    With the final founding partner gone, this split led to Brian forming the G.B Snape  Cinema Circuit