The major alterations of 1938 were a response to competition from the new 1000 seater 'picture palaces' being built by chains such as Odeon, ABC and Gaumont in the surrounding area.
In 1966, with the onset of twinning, the Elephant and Castle Cinema was acquired by ABC Cinemas and split into a complex of three cinemas and also a luxury lounge was introduced.
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The new company supplied cinema advertising for Odeon, Cineworld as well as ABC and UCI Cinemas prior to their respective takeovers by Odeon.