Dear Mr Donovan,
I had the pleasure of watching a film in one of your most architecturally beautiful cinemas recently – the Odeon Muswell Hill. The pleasure of sitting in screen 1 of this splendid art deco building was severely marred however by the presence of general litter and junk pilled in the former stalls – presumably by staff –visible to all customers who cared to look.
Having to share the auditorium with a general Odeon dumping zone saddened me, and was all them more sad given the general 1930s elegance of the building.
I had to ask myself why an experienced company like Odeon – who own so many of Britain’s most famous and attractive cinemas – seems to have no idea how to maintain them. The problems are not just limited to general maintenance, there also seems to be an inability by Odeon to grasp the value of the cinematic experience beyond that of a the teenager seeking 3D or IMAX thrills.
Why do you think cinemas like the Regal in Evesham, the Rex in Berkhamsted and the Olympic in Barnes sell-out big auditoriums on a Saturday night whilst the old Odeon screen 1 in Muswell Hill was more than two-thirds empty during my visit? I’ve seen exactly the same sad situation at the Odeon in Richmond – another architectural treasure which seems only to be a burden and not a virtue to Odeon.
That’s the key – the independent cinemas I have mentioned see the history and design of their cinemas as a marketing virtue whilst Odeon seem completely oblivious to this possibility. With a little bit of investment and well-placed marketing, the Odeon Muswell Hill could be as packed on a Saturday night as the Olympic in Barnes always is.
I’m in my early 30s, and I am willing to pay a bit more to enjoy a ‘bespoke’ cinema experience, in a beautifully lit auditorium with interesting architectural touches, smartly turned out staff and higher end drinks and snacks. It seems to me in screens like the main auditoriums in Muswell Hill and Richmond there is an ideal opportunity for Odeon to do exactly what the independent cinemas are doing – and in the process take better care of some of Britain’s most valuable cinematic heritage. It is an exciting possibility.
Isn’t it time Odeon upped their game? I include for your interest links to the three cinemas I have mentioned.
I look forward to your reply.
Yours sincerely,
Duncan Smith
The London Review of Cinemas 
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Your letter is spot on…Odeon has scant regard for its historic properties and Muswell Hill is an iconic art deco masterpiece which deserves respect. With a little imagination the unused stall area could accommodate tables and a bar similar to the Rex at Berkhamstead. Many years ago the empty stalls area housed a collection of old film paraphanalia such as projectors and even futher back in time still retained the stalls seating for use when the circle was full.
I agree with both the correspondents about this issue of cleanliness at cinemas in general. The cinema industry is facing its most challenging time at the moment. New technology has made cost savings for them, but if they let standards slip to far they will lose audiences. So many people have their own cinema set up at home, however humble, and can view films in the comfort of these surroundings. And without litter dumped in the room!
Cinema chains have tried to add features to differentiate going out from simply staying at home–Odeon has “Ambar,” luxury seating and auditoria have been introduced (e.g. Showcase Cinema de Lux), upsized screens (even the “small” IMAX screens are larger than the one in the Odeon LS), etc.
What may have been forgotten is the “theatrical” elements of presentation, which is extremely unfortunate. Especially since today it must be easier than ever to add, for instance, interesting lighting schemes or include memorable snipes and/or trailers.
As for cinema cleanliness–I usually go to the West End where the only problem I’ve had at the Empire or Odeon is a mouse on stage in the OLS! Otherwise they’re always very clean and last time I went to the OLS auditorium rubbish was being removed as soon as the end credits had finished.
So, it looks like the Odeon CEO was listening to you! They’ve just sold Muswell Hill, Esther, Gerrards Cross and Barnet to Everyman Cinema. I’m sure Everyman will do a great job on the Muswell Hill cinema. Just a shame it couldn’t be done under the Odeon name.
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I have just been to the Everyman, Muswell Hill. I advise anyone who has difficulty climbing stairs to check which screen the film is on that they want to see. I had to climb 50 stairs to my seat in screen 1. I thought places like cinemas now had to provide disabled access. if I had known how many stairs there were and no lift, I would not have bought a ticket.