This collaboration marked the start of an exciting new era in cinema development. Moving beyond the converted halls and smaller, purpose-built cinemas of the time, the trio aimed to create large, purpose-built 'Super Cinemas'—a concept that hadn’t yet been seen outside of London. These Super Cinemas weren’t just designed for film screenings; they were created to host live theatre, concerts, and variety shows, offering audiences a more versatile and grand entertainment experience.

    The Ambassador Circuit cinemas were conceived during the height of silent films, but the founders had the foresight to future-proof their venues, ensuring they could adapt to any changes in the popularity of moving pictures. The Ambassador Super Cinema in Salford, which opened in 1928, was the first of these innovative cine-variety theatres to be constructed outside London, setting a new standard for the industry.

Frederick  Read – The Entrepreneurial Leader

Councillor Frederick Read was a well-established and respected figure in both business and civic life. Before venturing into the cinema industry in 1922, Fred built a successful career in photography. He founded the Leslie Brothers photographic business, which grew into a prominent chain with multiple branches across Lancashire.

His experience managing these retail outlets equipped him with keen business insight, operational discipline, and an entrepreneurial spirit.

Alfred Snape played a vital behind-the-scenes role in the formation and operation of the Ambassador Circuit. He served as Secretary of Trafford Picture House Ltd., Manchester, where he helped manage the cinema’s operations and gained valuable experience in the entertainment business.

A skilled administrator and savvy businessman, Alfred likely began his involvement as an accountant to both Arthur L. Ward and Councillor Frederick Read before becoming a full partner in their expanding cinema enterprise.

Arthur Leonard Ward was a talented and respected figure whose contributions to both music and cinema helped shape the early British entertainment landscape. He served as Musical Director of Lewis's Ltd. Orchestra, a role in which his leadership brought high-quality orchestral performances to a wide audience. His background in live performance and musical arrangement gave him a keen understanding of audience engagement—something he would carry into the emerging world of film.

In parallel with his musical career, Arthur became a pioneering cinema operator during the silent film era. By the early 1920s, he had already begun managing and acquiring several cinema venues, operating them from his central office at 6A Brown Street, Manchester. 

    The Ambassador Super Cinema on Langworthy Road in the Pendleton district of Salford was the first of the Ambassador Circuit's "super cinemas." To bring this vision to life, the circuit engaged John Knight, a Salford born architect and surveyor, to design this groundbreaking venue.

    At the time, it was common practice for cinema owners to register each cinema as a separate company to limit liability. This approach ensured that if one cinema failed, it wouldn’t impact the entire circuit. Following this advice, Ambassador Super Cinema Ltd. was formed.

    Costing an impressive £40,000, this new building was designed not only to host films but also to accommodate theatrical performances. The cinema boasted a 40-foot-wide proscenium, a 16-foot-deep stage, and six dressing rooms, catering to both film screenings and live performances. Additionally, a restaurant and function space were incorporated to enhance the cinema’s income and overall experience. The Ambassador was an immediate success, inspiring the company to continue developing cinemas in this innovative format. In fact, while construction was still underway, plans were already being drawn for the next Super Cinema in Levenshulme, Manchester.

    For their next cinema project, the team once again called on the talents of John Knight. The Kingsway Super Cinema was an impressive landmark, situated at a major intersection, and it featured a striking white tile façade and hexagonal foyer that made its corner entrance highly distinctive.

    Inside the cinema, seating was arranged across stalls and circle levels, ensuring a grand and comfortable experience for every visitor. The proscenium spanned 42 feet wide, with a stage depth of 16 feet, and the venue was equipped with six dressing rooms to accommodate live performances.

    A standout feature was the Jardine organ, originally billed as the ‘Rex/Gloria Organ’ at the opening, which was later rebuilt by the Compton Organ Co. in 1937. To further enhance the visitor experience, the cinema also featured a café, offering patrons a convenient place to relax and enjoy refreshments.

    For their next cinema project, the team enlisted the renowned cinema architects Drury & Gomersall, with Peter Cummings credited as the lead architect for this design. Like its predecessors, the Heaton Park Super Cinema included a café and function space, enhancing the overall experience for patrons and boosting the cinema’s income.

    A standout feature of the cinema was the positioning of the screen. It was placed on the outer wall, beyond the stage and orchestra, which meant it was significantly distanced from even the cheapest seats—a luxury that older cinemas often couldn't offer. In addition to the orchestra, music was provided through loudspeakers, operated from grilles on either side of the proscenium, offering a modern alternative to live musical accompaniment.

    For their next project, the team once again collaborated with the renowned cinema architects Drury & Gomersall, with Peter Cummings ARIBA credited as the architect.

   The Carlton Super Cinema, located on Ashton New Road at the corner of Crabtree Lane in the Clayton District of Manchester, officially opened on 10th July 1930 at a cost of £22,000. The building featured a distinctive corner entrance, topped by an open dome supported by pillars, making it a standout architectural feature in the area.

    Inside the auditorium, seating was provided on both stalls and circle levels. The cinema boasted a 35-foot-wide proscenium, a 14-foot-deep stage, and six dressing rooms, catering to both film screenings and live performances. Additionally, the venue featured a café, offering patrons a convenient space to relax before or after the show.

     In March 1930, the board made a strategic decision to invest in the  British Thomson-Houston sound system and modern projectors. The cinemas within the Ambassador Circuit began installing the new sound systems necessary for ‘Talkies,’ as the era of Silent Cinema was drawing to a close.

    However, the cinema orchestras weren’t immediately disbanded. Many second feature films were still silent and required live music and sound effects to enhance the viewing experience. By 1931, silent films had largely faded, leaving many cinema orchestra musicians to seek alternative employment.

    Many transitioned into forming dance bands and variety acts, moving from the orchestra pit to the stage, where live performances continued to entertain audiences in a new way.

    The Majestic Cinema in Leek wasn’t a newly constructed building but rather an acquisition that was refurbished, likely as part of the group’s strategy to expand its cinema holdings further afield.

   Originally built as a chapel in 1813, the building transitioned into the Temperance Hall in 1862, where it hosted local variety shows. It offered seating across both orchestra and balcony levels, making it a versatile venue.

    By 1920, the hall had been converted into the Majestic Cinema. In August 1930, it was purchased by the group and fitted with a Western Electric sound system to accommodate the growing popularity of ‘talkies.’ The first sound film shown was Janet Gaynor in Sunny Side Up, marking a new era for the Majestic.

    The next addition to the group’s collection of Super Cinemas, and their most luxurious to date, was the Regal Super Cinema on Manchester Road in Altrincham, which opened on 13th May 1931.

    Designed by Joseph Gomersall of the Drury and Gomersall practice, the cinema’s architecture was so admired that the group used its design as the blueprint for their next Super Cinema.

    Described as a “Cathedral of Cinemas” and the “Super Cinema in the Suburbs,” the Regal was an architectural marvel. Its terracotta frontage gave it a commanding yet charming presence, with a slight seaside feel. Built at a cost of around £27,000, the cinema was typical of suburban builds in that era.

    Inside, the design was stunning, with silver and gold dominating the décor. The auditorium’s dome ceiling appeared as though it were made of beaten silver, a clever effect created with a plastic paint. Like many cinemas of the time, concealed lighting played a key role, with 5,000 hidden lights illuminating the space and adding to its visual grandeur. The Regal was also equipped with a Compton 3 Manual/11 Rank organ, complete with an illuminated console, enhancing the cinema’s already impressive atmosphere.

    The Plaza Super Cinema in Mersey Square, Stockport opened on 8th October 1932, marking the last cinema built under the Ambassador brand. As part of their expansion into central Stockport, the group evaluated Thornley’s "Regal" scheme but deemed the original design outdated and inconsistent with the Super Cinema style they had established.

    To meet their standards and as a condition of purchasing the site, commissioned Thornley to adapt the successful design of the Regal Super Cinema in Altrincham, often referred to as the “Cathedral of the Movies.” Despite space limitations, the team managed to maintain the seating capacity of 1,850 at the new Plaza. Though Drury & Gomersall agreed to the adaptation, they requested their name not be associated with the modified design.

    In fact, the design was so close to the Regal that pre-opening publicity for the Plaza  mistakenly featured photos of the Regal’s auditorium, and few people noticed the substitution.

    After a multi-million-pound restoration, the Plaza Super Cinema and Variety Theatre has been returned to its stunning 1932 condition. Today, it continues to host some of the biggest stage productions, including family pantomimes, musicals, stage plays, comedians, concerts, and family shows. In addition to live performances, the Plaza also showcases classic films, presented in their original format and ratio, allowing audiences to enjoy these golden classics just as they were meant to be seen—on the big screen.

You can visit the last remaining Ambassador Circuit cinema today at the Plaza in Stockport. Find out more here  on their website >>> Stockport Plaza