Piccadilly Cinema

The cinema was built for D. Clifford Theatres Ltd. (owned by Dan Clifford) as the Piccadilly Theatre in 1940, in art deco / moderne style, with elements of Jazz style and Streamline Modern, for instance its chevron-shaped windows.{{cite web | author=The Adelaide City Explorer team | title=Piccadilly Cinema | website=Adelaide City Explorer | date=23 October 1940 | url=https://adelaidecityexplorer.com.au/items/show/38 | access-date=11 December 2022}} The building and interiors were designed in 1939 by Greg Bruer, Jack Evans and James Hall{{efn|Later responsible for designing the Burnside Ballroom.{{cite web | title=Burnside Ballroom (Evans) | website=Architects of South Australia| publisher=University of South Australia | url=https://architectsdatabase.unisa.edu.au/build_full.asp?B_ID=1106| access-date=13 December 2022}}}} (Evans, Bruer, & Hall), in association with Sydney architects Guy Crick and Bruce Furse. The design was similar to Clifford's Vogue Theatre in Kingswood (opened 1939),{{cite web | title=New Vogue Kingswood in Kingswood, AU | website=Cinema Treasures | url=http://cinematreasures.org/theaters/35518 | access-date=11 December 2022}} but with some additional features. Work commenced in February 1940,{{cite news |url=http://nla.gov.au/nla.news-article131545196 |title=New theatre at North Adelaide |newspaper=The News (Adelaide) |volume=XXXIV |issue=5,169 |location=South Australia |date=17 February 1940 |access-date=11 December 2022 |page=5 |via=National Library of Australia}} and was completed by October that year.{{cite web | title=Dan Clifford | website=Awesome Adelaide | date=11 September 2022 | url=https://www.awesomeadelaide.com/tag/dan-clifford/ | access-date=11 December 2022}}

Its name was chosen by Clifford, for its association with the busy traffic hub of Piccadilly Circus in London, as well as the Adelaide Hills town of Piccadilly, a place where many English people had settled in the colony of South Australia. Clifford was familiar with the area, having lived on Mount Lofty. A large mural based on a design of Piccadilly Circus by F. Millward Grey, commissioned by Clifford{{cite news |url=http://nla.gov.au/nla.news-article131998263 |title=Passing By |newspaper=The News (Adelaide) |volume=XXXV |issue=5,364 |location=South Australia |date=3 October 1940 |access-date=13 December 2022 |page=6 |via=National Library of Australia}} and reproduced by Frank Hussey,{{efn|Frank Hussey attended the 9th birthday party of Dan Clifford's daughter in March 1939.{{cite news |url=http://nla.gov.au/nla.news-article131886813 |title=Birthday party At Norwood |newspaper=The News (Adelaide) |volume=XXXII |issue=4,885 |location=South Australia |date=21 March 1939 |access-date=12 December 2022 |page=6 |via=National Library of Australia}} }} adorned the wall above the circle staircase in the lounge foyer, measuring {{cvt|10|ft}} by {{cvt|9|ft}}.{{cite news |url=http://nla.gov.au/nla.news-article132001479 |title=How new theatre got its name |newspaper=The News (Adelaide) |volume=XXXV |issue=5,380 |location=South Australia |date=22 October 1940 |access-date=12 December 2022 |page=7 |via=National Library of Australia}} The cinema, which had cost £26,000 to build, was built by local builder R. J. Nurse, of Norwood. In a newspaper article announcing the opening, the architectural details of the cinema are described in some detail, including the ventilation system provided by the specially-designed windows and vents on the roof. The report says "One of the outstanding features of the theatre is the circuitous stair hall leading from the upper foyer to the circle". It describes cream-coloured walls, maroon seating and curtains, and a rubber covering over the floor which include a large red star.{{cite news |url=http://nla.gov.au/nla.news-article132001551 |title=New Piccadilly Theatre opens tomorrow night |newspaper= The News (Adelaide)|volume=XXXV |issue=5,380 |location=South Australia |date=22 October 1940 |access-date=12 December 2022 |page=6 |via=National Library of Australia}}

It was announced on 22 October 1940 that Mr. A. G. Harrison, who was general manager of Clifford Theatres and had been responsible for the design and installation of the lighting in the new theatre, would be the manager of the Piccadilly.{{cite news |url=http://nla.gov.au/nla.news-article132001478 |title=Mr. A. G. Harrison to be manager |newspaper=The News (Adelaide) |volume=XXXV |issue=5,380 |location=South Australia |date=22 October 1940 |access-date=13 December 2022 |page=7 |via=National Library of Australia}} The gala opening of the cinema took place on 23 October 1940, raising a total of £108, to be divided among the Red Cross Society, the Fighting Forces Comforts Fund, and the Adelaide Children's Hospital. The films First Love, starring Deanna Durbin, and Missing Evidence were shown, along with Cinesound and 20th Century Fox newsreels and fashion forecasts by Vyvyan Donner. The event was attended by the architects and their wives, luminaries of the film industry, and other eminent people.{{cite news |url=http://nla.gov.au/nla.news-article131997820 |title=New theatre aids funds |newspaper=The News (Adelaide) |volume=XXXV |issue=5,382 |location=South Australia |date=24 October 1940 |access-date=11 December 2022 |page=3 |via=National Library of Australia}}

The Piccadilly was considered the flagship of the Clifford Circuit.

Clifford's death in 1942{{cite web | title=Dan Clifford, starting as newsboy/bookmaker, builds his classy Star circuit of Adelaide film theatres from 1917| website=AdelaideAZ | url=https://adelaideaz.com/articles/dan-clifford--walls-and-waterman-families-stalwarts-of-south-australian-cinemas | access-date=5 December 2022}} led to Greater Union acquiring the Clifford Theatre Circuit in March 1947. The purchase price of £300,000 for the 22 suburban and regional cinemas was "believed to be the largest motion picture transaction ever made in Australia". The Clifford name was retained as a tribute to the entrepreneur, South Australian staff were retained, and his sister Mary Gordon took over operations.{{cite news |url=http://nla.gov.au/nla.news-article30516656 |title=Cinema circuit brings £300,000 |newspaper=The Advertiser (Adelaide) |location=South Australia |date=11 March 1947 |access-date=12 December 2022 |page=3 |via=National Library of Australia}} In the 1951–52 edition of Film Weekly Motion Picture Directory, Piccadilly Theatre is listed as being operated by the Clifford Theatre Circuit, with a seating capacity of 1,437.{{cite web | title=Piccadilly Cinemas in Adelaide, AU | website=Cinema Treasures | url=http://cinematreasures.org/theaters/27038 | access-date=12 December 2022}}

Greater Union renamed the Piccadilly as the Forum Cinema (aka "The Forum") on 2 March 1967, celebrated by screening the American comedy It's a Mad, Mad, Mad, Mad World in 70mm film. Greater Union renovated the theatre, changing or hiding many of its original features, including the mural, which was covered with a printed image of a Roman forum on a wooden panel, fixed to the wall by drilling through the mural.{{cite web | last=Meegan | first=Genevieve | title=Historic Piccadilly Cinema mural uncovered after 60 years | website=InDaily | date=31 March 2023 | url=https://indaily.com.au/inreview/2023/03/31/historic-piccadilly-cinema-mural-uncovered-after-60-years/ | access-date=2 April 2023}}

The Forum was closed in February 1983, and Bob Wallis of Wallis Cinemas bought the building in the same year, in order to save it from being demolished.

The building is heritage-listed on both the South Australian Heritage Register and the Register of the National Estate.{{cite web | title=Piccadilly Theatre (Bruer) | website=Architects of South Australia| publisher=University of South Australia | url=https://architectsdatabase.unisa.edu.au/build_full.asp?B_ID=284 | access-date=5 December 2022}}{{cite web | title=Piccadilly Theatre (Evans)| website=Architects of South Australia| publisher=University of South Australia | url=https://architectsdatabase.unisa.edu.au/build_full.asp?B_ID=1101 | access-date=5 December 2022}} It was listed on the national register on 21 October 1980, noted for both its architectural and environmental significance,{{cite web | title=Piccadilly Cinema, 181-193 O'Connell St, North Adelaide, SA, Australia| website= Australian Heritage Database | publisher= Australian Government| url=http://www.environment.gov.au/cgi-bin/ahdb/search.pl?mode=place_detail;search=place_name%3Dpiccadilly%3Bkeyword_PD%3Don%3Bkeyword_SS%3Don%3Bkeyword_PH%3Don%3Blatitude_1dir%3DS%3Blongitude_1dir%3DE%3Blongitude_2dir%3DE%3Blatitude_2dir%3DS%3Bin_region%3Dpart;place_id=14434 | access-date=5 December 2022}} 50px Text has been copied from this source, which is available under a [https://creativecommons.org/licenses/by/3.0/au/ Attribution 3.0 Australia (CC BY 3.0 AU)] licence. and on the state register on 11 September 1986.{{cite web | title=181-189 O'Connell Street North Adelaide | website=SA Heritage Places Database Search| url=https://maps.sa.gov.au/heritagesearch/HeritageItem.aspx?p_heritageno=1376 | access-date=12 December 2022}}

In September 1989 a Heritage Agreement was entered into between the proprietors of the property and the State Heritage Branch of South Australia to turn the single auditorium of the original theatre into three smaller theatres in line with 1980s practice. The agreement involves the dismantling and storage of the upper circle balcony on site to be returned if ever the theatre were returned to a single auditorium. Plans were also to involve the incorporation of original materials into the refurbished structure.

Wallis converted the old single-screen picture palace, which had a 1400-seat capacity across its upper and lower level, into a multiplex with three screens, The former balcony became screen one, and screens two and three occupied the former orchestra level. The cinema reopened in 1990 as Piccadilly Cinema.

The cinema closed for a major renovation on 6 June 2021. The {{AUD|2 million}} refurbishment has been carried out IA Design and Premier Building Solutions, with the cinema set to reopen on 15 December 2022.{{cite web | last=Keen | first=Suzie | title=Then and now: Piccadilly Cinema enters a new era | website=InDaily | date=2 December 2022 | url=https://indaily.com.au/inreview/2022/12/02/then-and-now-piccadilly-cinema-enters-a-new-era/ | access-date=5 December 2022}} A documentary film is being made by Scarlett Media to coincide with the reopening, which includes people's reminiscences of their experiences at the cinema.{{cite web | title=Piccadilly Stories - Wallis Cinemas Piccadilly| first=Jenny|last= Esots | website=WeekendNotes | date=23 September 2022 | url=https://www.weekendnotes.com/piccadilly-stories-wallis-cinemas-piccadilly/ | access-date=11 December 2022}} During the refurbishments, some original features were discovered that had been since covered up, such as the mural of Piccadilly Circus, and terrazzo tiling under a floor that had been carpeted in the 1980s. They were also able to restore a 35mm film projector that had been in storage, which could be used for retrospectives and special events.{{cite web | last=Worthington | first=Em | title=A cinema for the ages | website=City of Adelaide | date=1 November 2021 | url=https://www.cityofadelaide.com.au/blog/a-cinema-for-the-ages/ | access-date=11 December 2022}} Restoration of the mural required professional expertise, which was provided by Artlab Australia. In February 2023 the team spent weeks removing embedded metal fixings and injecting adhesives into the loose plasterwork in order to stabilise it, before restoration work could begin. Piccadilly Circus was officially unveiled in late March 2023.

Apart from the interior refit of the theatres, installation of a lift and other features, a new licensed food and drinks lounge space will replace the shopfronts O'Connell Street, where the original candy bar was situated, and there will be a replica of the original sign atop the building. It is intended that the venue can also host live music on weekends sometimes, and, in the future, arts festival and other events.

The cinema's street address is 181–193 O'Connell Street, with the building situated on the corner of O'Connell Street and Childers Street in North Adelaide.{{cite web | title=Childers Street [B 10498]| website=State Library of South Australia |format= photo + text| date=21 May 1941 | url=https://collections.slsa.sa.gov.au/resource/B+10498 | access-date=6 December 2022}}

The company that owns it is registered as Piccadilly Cinemas, and its trading name is Piccadilly Cinema.{{cite web | title=Historical details for ABN 79 007 559 024 | website=ABN Lookup | date=November 2014 | url=https://abr.business.gov.au/AbnHistory/View?id=79007559024 | access-date=5 December 2022}} It is part of the Wallis Cinemas family-owned chain.

In 2021, the online platform Flicks included the Piccadilly in its list of "The 25 most beautiful cinemas in Australia".{{cite web | title=The 25 most beautiful cinemas in Australia | website=Flicks.com.au | date=14 September 2021 | url=https://www.flicks.com.au/features/the-25-most-beautiful-cinemas-in-australia/ | access-date=11 December 2022}}

The cinema was featured in a photographic exhibition called Now Showing... Cinema Architecture in South Australia, held at the Hawke Centre's Kerry Packer Civic Gallery in April/May 2024.{{cite web | last=Meegan | first=Genevieve | title='Now showing' – celebrating Adelaide's cinema heyday | website=InReview | date=19 April 2024 | url=https://inreview.com.au/inreview/design/2024/04/19/now-showing-celebrating-adelaides-cinema-heyday/ | access-date=28 April 2024}}

• Capri Theatre, built by Clifford as the Goodwood Star

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==References==

{{reflist}}

• {{official|https://wallis.com.au/wallis-cinemas/piccadilly/}}
• [https://caarp.edu.au/venue/view/670 Piccadilly / Forum, North Adelaide] on CAARP (Cinema and Audience Research Project)

{{Adelaide landmarks}}

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Category:Cinemas in Adelaide

Category:Buildings and structures in Adelaide

Category:Tourist attractions in Adelaide

Category:Culture of Adelaide

Category:Art Deco architecture in South Australia

Category:South Australian Heritage Register

Category:1940 establishments in Australia

Category:Repertory cinemas in Australia