Theatreland vibrancy enhanced by advertisement displays

An inspector has agreed to vary the terms of a condition imposed on an advertisement screen associated with a large cinema in the west end of London in order to allow the appellants to display information on theatre productions.

The disputed condition stipulated that the LED screen should only be used for the display of sequential static advertisements directly related to films showing at the cinema. In contrast, the appellants wished the condition to be amended to allow the screen to display adverts for other events within the building including advertising theatre productions, music promotions, casino use and film releases.

The inspector agreed that the site lay within the heart of ‘theatreland’ which was extremely important to the UK’s tourism industry. Many large advertisements existed but the majority related to existing theatres and the current condition, by linking the displays directly to films being shown within the building, was consistent with the vibrancy of the area. But allowing the display of advertisements unrelated to the cinema or theatre would not accord with the character of the area and in his opinion the condition should be extended in scope only to permit advertising of theatre productions held within the building itself in addition to films.

Inspector: Jon Roberts; Written representations

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