Wow. Today’s online Standard has broken the news that Picturehouse cinemas will be taking over the Trocadero Centre on Piccadilly Circus, and from the drawings and plans, it looks ace. I particularly like the rooftop bar, with a view of the London Eye and Houses of Parliament.
The cinema that was there before was a Cineworld multiplex. It was unloved and dilapidated, with ViewLondon reviews complaining of mice (always a problem in cinemas, mind you, with spilt popcorn etc – that’s why rep cinemas always used to have a cat).
Picturehouses, on the other hand, I love. I live five minutes from the Brixton Ritzy, my favourite cinema ever since I moved to London three decades ago (at least after the Scala closed down). As an Oxford student, I used to haunt the Phoenix and the Penultimate Picture Palace, also both now Picturehouse Cinemas. They cater to an artier, hipper crowd, who (lucratively, from the chain’s point of view) are happy to sit around in the bar afterwards discussing the movie. They have an ace loyalty card that gives you discounted beer and food as well as discounted film tickets.
(Less happily, the Ritzy have a workforce who had been striking, since not enough of that beer money was flowing back to them. Last Friday, staff finally accepted a deal which, while it fell short of the London Living Wage they sought, offered 26% pay rise over the next three years. Just in time for the opening of the miners’ strike film Pride, aptly enough.)
The Trocadero deal is a funny old thing, though. Since 2012, as the Standard strangely did not point out, Picturehouse Cinemas have been owned by Cineworld. So really, the new Trocadero complex is less a grand new development, than a grand new rebranding. With a lot of funky bar space thrown in for those hipster movie discussions.
When the buy-out happened, movie fans were concerned that Cineworld would tarnish the Picturehouse brand, turn these quirky indie-feel cinemas into soulless corporates. On the evidence of the Trocadero development, however, the opposite may be the case. If so, hurrah. A movie example might be when Disney bought out Pixar – but rather than ruining Pixar, installed its supremo John Lasseter as creative head of both.
If all multiplexes could become a little bit more Picturehouse, I’d drink to that. Preferably in a rooftop hipster bar.