Source: Frederick Willis, 101 Jubilee Road: A Book of London Yesterdays (London: Phoenix House, 1948), pp. 185-186
Text: There was, of course, a film of the King’s funeral [Edward VII], and by this time London was becoming vaguely aware that there was such a thing as ‘Pictures’. This form of entertainment first impressed itself on public notice as the tail-end of a variety show. At the end of the programme there often appeared the item, ‘Ruffell’s Imperial Bioscope’. When the number went up for this turn the audience felt for their hats and coats and began leaving the theatre. As the pictures flickered on the screen people glanced at them carelessly and with little interest. The next step was the appearance all over London of cinema shows put on in derelict shops. The proprietor of the show simply disembowelled the shop, filled it with any old chairs, fitted up a screen at one end and a hissing projector at the other, and charged a penny for admission. The L.C.C., alive to the danger of these enterprises, introduced laws concerning fire precautions with which these early pioneers were unable to comply, and so they faded away and were replaced with more elaborate ‘Electric Theatres’, with tip-up seats and tasteful surroundings. This was where my old customer Mr Montague Pike [sic] came on the scene, with a group of cinemas known as ‘Pike’s Circuit’. Prices of admission were threepence and sixpence, with a cup of tea and a biscuit handed to you for nothing if you happened to be present between three and five in the afternoon. Sir Augustus Harris, the great man of Drury Lane Theatre, said the cinema was an amusing novelty that would soon be forgotten. I was of the same opinion, which goes to show how great men and small men can arrive at the same conclusion and both be wrong. Nevertheless, I am sure no man living in those years could foresee the important part films were destined to play in the life of the people.
… Meanwhile the pianist (there was, of course, no orchestra), who played anything that came into her head, tinkled away furiously, and the imagination of the audience did the rest. The sequences were nailed together with sub-titles, which sufficiently explained the plot, and the last sub-title, ‘Comes the dawn’, was used so often that it became a classic. It is a curious thing that this crude form of entertainment met with success during one of the greatest periods of English theatrical history. The first film that might be described as ‘full length’ also appeared at the Alhambra round about 1910-11. The title was A Trip to the Moon, and it was based on Jules Verne’s novel, with a comic element added. It was one of the most ingenious films I have seen, and attracted much attention.
Comment: Frederick Willis was the author of several book on London life. King Edward VII died in 1902. Ruffell’s Imperial Bioscope was a film renter and exhibitor. Montagu Pyke was the leading London cinema exhibitor of the early 1910s. L.C.C. is London Country Council. A Trip to the Moon is Le voyage dans la Lune (France 1902) by Georges Méliès.