THE Ultimate Picture Palace in East Oxford – one of Europe’s oldest cinemas – celebrates its centenary this week.

The Picture Palace, in Jeune Street, off Cowley Road, opened its doors to the public on February 25, 1911.

Three shows were held every night, at 6.45, 8 and 9.15, with seats in the red and white painted auditorium costing two pence, three pence and six pence. The programme changed three times a week.

There were also two Saturday matinees at 2.15 and 3.30, with children charged a penny and tuppence.

In its publicity material to attract custom, the cinema emphasised that the horse-drawn trams along Cowley Road stopped nearby.

The cinema was designed by architect John R Wilkins, of 137 High Street, Oxford, and was erected by Kingerlee, the Oxford building firm.

The owner, Frank Stuart, was also landlord of the Elm Tree pub next door.

The first film, at a private showing the day before the official opening, was The Badman and the Minister.

Other early films shown were described as topical, melodramatic or humorous.

A week after the opening, the Oxford Illustrated Journal reported a packed house of 400 for one of the children’s matinees.

“We have never seen a large body of youngsters more elated and topical songs sung with greater vigour.”

The projection room, hidden at the north end of the building, was reached by a cat ladder behind the ticket office and was fireproof, with steel and concrete walls, because highly flammable nitrate film was used at that time.

In 1916, a ‘tie-up’ between the cinema and the Oxford Chronicle newspaper led to the showing of a film called The Diamond from the Sky.

The cinema stayed in business until the early 1920s, when it became a furniture store, but kept the original ‘Picture Palace’ sign until about 1950.

Iron railings around it were taken away for salvage during the Second World War. Over the years, the building became run down.

But in 1976, it took on a new lease of life when, thanks to BBC Radio Oxford presenter Bill Heine, it reopened as the Penultimate Picture Palace.

The name was chosen after his bank manager described the scheme to convert the old warehouse back into a cinema as “not quite the ultimate in bad ideas, but the penultimate”.

Al Jolson’s outstretched hands adorned the building and Mae West’s lips acted as door handles, the work of sculptor John Buckley, best known for the Headington shark.

The cinema closed again in 1994, but it reopened in 1997 and two years ago was taken over by Philippa Farrow and Jane Derricott, who are now trying to sell it.

Any memories of the cinema to share with readers? Write and let me know.

  • A documentary about the history of the cinema, The Ultimate Survivor, will be screened as part of the centenary celebrations on Thursday at 2pm and 6pm.

Admission is free but reservations are recommended. All the places for an 8pm screening have been taken already. Reservations can be made online at the cinema's website or by calling 01865 245288.