By the middle of the 1930s, British cinemas were visited by 18 million people a week. Going to the pictures was the country’s most popular commercial pastime, and the film industry produced a vast revenue which in turn helped to make the following decade a golden age for British filmmaking.
Filmgoers in Swindon were already well-served by this point. Three cinemas on Regent Street - the County Electric, the Arcadia and the Picturehouse - were opened in 1910, 1912 and 1913 respectively. But it wasn’t until February 1937 that Swindon got its first so-called ‘super cinema’. The Savoy, also on Regent Street, was housed in a swanky art deco building and could accommodate 1,770 people. Its first feature was a double bill: the British comedy A Star Fell from Heaven and Captain January, starring an eight-year-old Shirley Temple. As well as offering state-of-the-art technology in comfortable surroundings, the Savoy could also host stage shows and live music. In its first decade it hosted the Swindon Press Alliance concert series, which included performances by Joe Loss and Oscar Rabin, both of whom led renowned big bands.
The Savoy was a cinema for fifty-four years, and during that time it went through numerous changes. In 1973 owners ABC reconfigured the interior, adding two more screens. It was later taken over by Cannon, during which time the staff wore characteristic red and white uniforms. The building was also said to be haunted by the ghost of a former projectionist called George, who crept up behind employees and turned lights on and off.
Due to competition from out-of-town multiplexes the Savoy closed in 1991. Its last feature was the comedy sequel Three Men and a Little Lady. The site was sold to successful pub chain JD Wetherspoon. During work to convert the building, contractors discovered that it was situated on one of Swindon’s many springs, and that the ground contained abnormally high levels of pollution. After cleaning and structural reinforcement, The Savoy reopened in 1996 and soon became one of Swindon’s most popular pubs.
To this day the Savoy gives a tantalising glimpse into Swindon’s architectural history: along with Rudi’s Bar and our very own Civic Offices it is one of the few remaining art deco buildings in the town. But for Swindonians of a certain age it will always be remembered as the place that brought a little taste of Hollywood to Regent Street.
By Thomas Blake, Visitor Experience Assistant
Out on the Town is on display until 18 October 2025
