This February, the Electric marked its 114th birthday and it’s looking great for its age! Since 1911, this Portobello Road icon has weathered wars, wild times, and worn-out seats, becoming a beloved community fixture. Built for silent films with live music, its vaulted ceiling, 4:3 screen, and proscenium arch still wow visitors. During its centenary year in 2011, fans from as far as Australia sent memories of the ‘fleapit’ – a nickname only cinema lovers could make endearing. The 70s saw the Electric in its rebellious phase, with daring programming to rival the NFT (National Film Theatre, now the BFI South Bank). The current logo is a refreshed version of a 70s original created by the cinema’s then graphic designer and DIY hero, Dave Hucker.
Back then I was Soho House & Co’s Cinema Manager, and I witnessed CEO Nick Jones fall for the Electric’s charm. It wasn’t long before I was hooked. Locals initially grumbled about ‘poncy private member club types’ invading Portobello Road. We persevered, and Nick’s vision of ‘all the comfort of home at the cinema’ resulted in a transformation. The April 2002 reopening saw 240 grey seats swapped for 104 leather armchairs with footstools and wine coolers – because hydration is important. The leather sofas at the back quickly became the hottest spots, especially on date night. Popcorn? Out. Cocktails and arancini? In.
The Council scratched their heads – why fewer seats? Distributors, thankfully, backed us. Programming became a wild mix: new releases, Kids Club, Sunday double bills, and live music. Clare Binns (now MD of Picturehouse) helped us define the ‘Electric’ film – arthouse meets mainstream magic. And before every screening? A comedic short, Electric How to Behave, featuring British comedy stars like Fay Ripley, James Nesbit and Dom Joly, schooled audiences on cinema manners with a cheeky charm. The 2012 sequel, which played before every screening until 2021, was a crowd-pleaser. That’s a story for another time!
My first tour pre-refurbishment? Planet of the Apes shown on a temporary screen in front of the proscenium arch. There was no way this screen could stay! Nick hired Unusual Rigging to craft a screen setup worthy of the drama. Their innovation, after the curtains open, lets the screen glide from the proscenium arch, adjusting to any film ratio needed with unrivalled theatricality. First-timers often gasp – sometimes louder than at the actual film. Twenty-three years ago, this level of investment in the independent cinema experience was unrivalled.
The Electric revolutionised the cinema experience for cinemagoers; it brought glamour and hospitality to a visit to the cinema, and audiences loved it. The cinema debuted with ABOUT A BOY, a very ‘Electric’ film. It was a smash hit, and queues were out the door, just like in the 70s. The Electric’s influence has transformed the cinema experience worldwide, but it will always be the original trailblazer.
About the author
Mandy Kean was previously International Director of Cinema for Soho House & Co. The Electric was the jewel in the portfolio of cinemas in her remit for over 20 years. Mandy now co-owns Mustard Studio with Kate Gerova, which they launched in 2020, collaborating with independent cinemas and film businesses on thoughtful and sustainable ways to transform operations and elevate experiences.
References
Electric Cinema Club
Unusual Rigging