Cinema owner hopes new sign will attract new customers
A new sign directing people to a much-loved local attraction has been installed.
Pedestrians and road users on Victoria Road in Elland might notice a new sign directing customers to The Rex Cinema on Coronation Street.
The brown tourist sign, which reads “Rex Cinema” with an outline of a film camera, directs people from Victoria Road down towards the cinema on Coronation Street.
Brown tourist signs are intended to direct visitors to tourist destinations.
Rex owner Charles Morris, who reopened the cinema 38 years ago, said the sign was “a wonderful surprise,” and hopes it will encourage new customers to visit.
Mr Morris said: “It is particularly welcome just now because, following the changes to the car park and the new road layout, far less traffic passes near to the cinema than previously.
“The fact that it is a heritage sign is most appropriate because I do believe the cinema is part of Elland's and indeed Yorkshire's heritage.
“It was opened in 1912 and remains one of the very few purpose-built, structurally unaltered cinemas from the period following the Cinematograph Act of 1909.
“It is quite a poignant moment for me as it is only a few days past the 38th anniversary of reopening the cinema.
“It had been closed for some years and prior to that it had been a bingo hall since the mid 1960s.
“They were anxious times in the months following the reopening, but 38 years later I am still running the Rex and enjoying every minute of it.
“I am glad to be continuing the tradition started way back in 1912.
“I hope the new sign will encourage new customers and indeed remind locals that we are still here.
“It has been a different landscape since Covid and we really could do with a few more customers to ensure our permanence.”