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Giant billboard plan for Bradford Odeon building (From Bradford Telegraph and Argus)
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Giant billboard plan for Bradford Odeon building
7:00am Thursday 13th September 2012 in News
The owner of Bradford’s Odeon building has submitted a bid to turn the former cinema into a giant advertising billboard while wrapping the 1930s structure.
Bosses at the Home and Communities Agency (HCA), who inherited the building from the now-defunct regional development agency, have applied to Bradford Council for advertising consent.
The bid includes a three-sided monoflex wrap with a white background, which would include one advert on each of the north, east and south elevations.
It is thought the scaffolding surrounding the Odeon building would remain, while the white sheeting, installed as a safety measure while repairs were being carried out, would be removed.
Information released by the HCA under Freedom of Information rules revealed no decision has been made as to what type of advert could appear.
It states: “Should the Agency be successful with the planning application, then artwork design, the name of advertiser and the products would be controlled by a third party advertisement company subject to controls contracted by HCA (yet to be drafted) and any planning conditions.”
Barra Mac Ruairi, the Council’s strategic director for regeneration, has called for any such adverts to be ones that promote Bradford and the development of the site itself.
He said: “It’s not unusual for buildings to be utilised in this way while they are empty and I would hope that if the application is approved, the HCA would use the opportunity to promote the site and the city.”
The Council first called for something to be done to prevent the Odeon being a blot on the landscape in 2010 ahead of the opening of the nearby City Park .
At the time, Yorkshire Forward said it was considering temporary cladding amid concerns the sight of the run-down building could overshadow the showpiece development.
Earlier this year, the T&A reported that hopes of wrapping the building to screen it in time for the first major event hosted in the City Park, which took place in March, looked in serious doubt.
At the time, Councillor David Green , the Council’s then executive member in charge of regeneration, said screening the building would be of great benefit, that they had been in discussion with the HCA for some time about the issue and that it had grown frustrating.
Building wraps are commonly used for advertising or obscuring buildings undergoing work or refurbishment. The design can often include an artist’s impression of what will be unveiled after the work has been completed.
The HCA took over ownership of the Odeon site a year ago. Developer Langtree intends to demolish the 1930s cinema building and create offices, a hotel and apartments on the site.
Comments(16)
mad matt
says...
9:31am Thu 13 Sep 12
If they don't like looking at the building in it's present state, then they need to do something with it. Either knock it down or do it up, don't just pretend it isn't there - simple!
Thee Voice of Reason
says...
9:37am Thu 13 Sep 12
.
Dithering whilst the City crumbles.
JAtkinson
says...
9:41am Thu 13 Sep 12
Any revenue should come back into the district because we're the ones putting up with these failings, be used to make essential repairs to the building whilst its future is under consideration so that any ideas utilising the building in its present form are not hampered by continued damage, or, as Barra says, use it to advertise the District's many gems.
Joedavid
says...
9:44am Thu 13 Sep 12
T&A what about some proper reporting of what is happening.
This report comes over that the HCA are acting as if the building is to stay as it is.
Thee Voice of Reason
says...
9:48am Thu 13 Sep 12
He said: “It’s not unusual for buildings to be utilised in this way while they are empty and I would hope that if the application is approved, the HCA would use the opportunity to promote the site and the city.”
Well done Barra, your really earning your £150k a year there.
vikksy
says...
11:22am Thu 13 Sep 12
mad matt
says...
11:29am Thu 13 Sep 12
vikksy wrote:Only problem is that it's a joke that isn't funny - just very peculiar indeed.
I can't believe this is going on. One BIG joke
dazp
says...
11:54am Thu 13 Sep 12
Thee Voice of Reason wrote:Your optimistic arn't you only a few years yeh right
This seems to suggest that nothing will be happening to the Odeon for at least a few years yet.
.
Dithering whilst the City crumbles.
Thee Voice of Reason
says...
11:59am Thu 13 Sep 12
dazp wrote:Notice I said at least a few years.
Thee Voice of Reason wrote: This seems to suggest that nothing will be happening to the Odeon for at least a few years yet. . Dithering whilst the City crumbles.Your optimistic arn't you only a few years yeh right
.
I fully expect this place to be standing there till gravity gets the better of it and it falls down.
still got a pulse
says...
12:09pm Thu 13 Sep 12
http://www.thetelegr
aphandargus.co.uk/ne
ws/news_opinion/tafe
aturesletters/992141
5.Gem_needs_a_polish
/
tallulah
says...
12:38pm Thu 13 Sep 12
Pity Poor Bradford
says...
1:00pm Thu 13 Sep 12
TirNaNog
says...
1:05pm Thu 13 Sep 12
What's it going to advertise - Leeds, presumably!
MontyLeMar
says...
6:55pm Thu 13 Sep 12
However, turning the building into a large advertising hording could work well. I remember a similar approach was used in Leeds to disguise the Park Plaza Hotel on Boar Lane while it was undergoing refurbishment. It can look quite unusual and attractive. I still say get Christo to turn it into a work of art like he did the Reichstag in Berlin in 1995. That should draw the tourists in.
Avro
says...
7:02pm Thu 13 Sep 12
What a ludicrous situation to be in, and if they are going to wrap it, then why not do it with an image of the former Odeon upon it?
angry bradfordian says...
7:18am Thu 13 Sep 12