Luna Leederville
A heritage suburban cinema complex in Leederville, Perth, operated as part of the Luna Palace cinema group.
Last updated October 14, 2026
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Overview
Luna Leederville is a historic cinema complex at the intersection of Oxford Street and Vincent Street in Leederville, an inner suburb of Perth, Western Australia. The venue opened in March 1927 as the New Oxford Theatre, a large suburban picture house designed by architect Samuel B. Rosenthal and built by E. A. Allwood. Its opening programme combined motion pictures with live entertainment, including vaudeville, orchestral music, comedy, a short play and an appearance by Beryl Mills, who had been named the first Miss Australia. The theatre originally accommodated 1,286 people and quickly became an important local entertainment venue. The building was an early adopter of cinema technology. Silent films were initially accompanied by a piano or organ, but sound equipment was installed in September 1929, making the venue the first suburban theatre in the area to introduce sound. A separate outdoor picture garden, New Oxford Beautiful, opened on the southern corner of the intersection in 1935. With an original capacity of about 3,000, it was described as the largest picture garden of its type at the time. Its capacity later fell to just under 2,000, and the garden closed in 1964. The site was subsequently redeveloped as an Ampol service station. The indoor theatre passed through several ownership and operating arrangements. Ampol owned the venue for a period, with Ralph Stewart operating it until 1959. Evelyn and Bob Manorgan then owned it until 1966. Following a short closure in 1966, the theatre reopened under the name Nickelodeon. In 1972 it became the Olympia and spent several years showing mainly Greek and Italian films, reflecting the cultural composition of the surrounding community. Cyril Watson later took over the lease with Roger and Christine Hunt. The venue reopened as the New Oxford on 18 August 1979, initially concentrating on family films. When that programming strategy produced weaker attendance than expected, the operators introduced R-rated films, upgraded the interior and added a coffee bar. Further investment followed, including a new roof, a large screen, updated projection equipment and new seating. The upstairs coffee bar and lounge were eventually converted into a smaller cinema of approximately 150 seats, known as the Star Theatre. Live music performances on Sunday afternoons also formed part of the venue's entertainment programme. The theatre developed a strong identity as an independent and alternative cinema. One of its most notable programming successes was The Gods Must Be Crazy, which had struggled in eastern Australian markets but ran at the venue for approximately three years. During the 1980s and 1990s the cinema increasingly screened independent films, and the Australian Independent Distributors Association named it Australia's best Indie-Urban Cinema in both 1998 and 1999. The venue was renamed Luna Cinema in the 1990s. It became a twin cinema in 1995, and an additional 200-seat picture garden opened behind adjoining shops at 163–167 Oxford Street in 1996. Luna Palace Cinemas took over the venue in 1999, followed by another refurbishment and the adoption of the current name, Luna Leederville. The cinema remains associated with independent, arthouse and specialty film exhibition while also operating as a local cultural and architectural landmark. Its history was documented in the 2009 documentary The New Oxford Project, produced by the Film and Television Institute of Western Australia with the Town of Vincent. Architecturally, Luna Leederville is a representative interwar suburban cinema in the Art Deco tradition. Its two-storey street façade features stucco decoration and a strongly modelled corner presence. Unlike some comparable theatres that use a streamlined moderne treatment, the building retains a more decorative Art Deco character. Alterations have included raising the original roofline, replacing the original verandah and adapting the interior and rear areas for additional screens. The building was added to the Town of Vincent's Municipal Heritage Inventory in November 1995 and included in the municipality's planning scheme. It has not been placed on the State Register of Heritage Places, although inclusion has been recommended and the property has been awaiting determination by the Heritage Council of Western Australia.
History
Luna Leederville began life as the New Oxford Theatre, which opened in March 1927 at the corner of Oxford and Vincent streets in Leederville. Designed by Samuel B. Rosenthal and constructed by E. A. Allwood, the theatre was built as a substantial suburban entertainment venue with seating for 1,286 people. Its opening event presented a mixture of cinema and live performance, including vaudeville, music from the New Oxford Orchestra, a short play, comedy and an appearance by Beryl Mills, the first Miss Australia. William Bellion and Mr Cunningham were the initial managers. The theatre first showed silent films accompanied by a piano or organ. In September 1929 it installed sound equipment, becoming the first suburban theatre in the area to do so. Audience demand was strong; at a second-anniversary screening in 1929, hundreds of people reportedly could not be admitted because all seats were occupied. The complex expanded in 1935 with New Oxford Beautiful, a 3,000-seat outdoor picture garden on the southern corner of the intersection. It was the largest facility of its type at the time, although its capacity was later reduced to slightly less than 2,000. The picture garden closed in 1964 and was replaced by an Ampol service station. The indoor theatre's operating history reflected changes in ownership, programming and the local community. Ampol owned the theatre for a period, with Ralph Stewart as operator until August 1959. Evelyn and Bob Manorgan then owned it until October 1966. After a two-month closure in 1966, the theatre reopened as the Nickelodeon. It was renamed the Olympia in 1972 and for roughly seven years concentrated on Greek and Italian films, connecting the venue's programming with the changing demographic character of Leederville. Cyril Watson later assumed the lease with Roger Hunt and Christine Hunt. They upgraded the premises and reopened it as the New Oxford on 18 August 1979. The initial focus on family films did not produce the anticipated attendance, so the operators introduced R-rated films, refreshed the fittings and carpets and opened an upstairs coffee bar. Further improvements included a new roof in 1981, a 13-metre screen, new projection equipment and new seating. The upstairs coffee bar and lounge were subsequently converted into a small second cinema with approximately 150 seats, named the Star Theatre. The venue also experimented with non-film entertainment. Watson arranged live music on Sunday afternoons, while film programming included The Gods Must Be Crazy. Although the film had performed poorly in eastern Australian states, it became a major success at the theatre and ran for about three years. In the mid-1980s, the refurbished venue expanded its reputation for independent films. Its standing in the independent exhibition sector was recognised when it was named Australia's best Indie-Urban Cinema by the Australian Independent Distributors Association in 1998 and again in 1999. The theatre adopted the name Luna Cinema during the 1990s. In 1995 it was converted into twin cinemas, and in 1996 a 200-seat outdoor picture garden opened behind neighbouring shops at 163–167 Oxford Street. The entrance was later incorporated into the main building. Luna Palace Cinemas took over in 1999, carried out another renovation and renamed the venue Luna Leederville. The cinema's identity subsequently combined local heritage, independent film culture and the broader Luna Palace operating model. The building is notable for its interwar Art Deco architecture. Its two-storey façade has decorative stucco work and a strong presence at the intersection. The design is more conventionally Art Deco than the streamlined moderne façades of some contemporary Western Australian cinemas. The original roofline has been raised and the original verandah replaced, while the side and rear elevations are more functional and contribute less to the streetscape. Luna Leederville was added to the Town of Vincent's Municipal Heritage Inventory in November 1995 and is listed in the town's planning scheme. The referenced material states that it is not currently on the State Register of Heritage Places, although it has been recommended for inclusion and was awaiting a Heritage Council of Western Australia determination. The 2009 documentary The New Oxford Project further recorded the venue's development and its role in the social and cultural life of Leederville.
- 2009
The New Oxford Project documentary released
[1]A documentary explores the cinema's history and its impact on Leederville's culture and residents.
- 1999
Luna Palace takes over
[1]Luna Palace Cinemas assumes control, renovates the venue and establishes the Luna Leederville name.
- 1998
Recognised as Australia's best Indie-Urban Cinema
[1]The Australian Independent Distributors Association names the cinema Australia's best Indie-Urban Cinema.
- 1996
Outdoor cinema added
[1]A 200-seat picture garden opens behind adjoining Oxford Street shops.
- 1995
Converted into twin cinemas
[1]The venue is converted into a two-screen cinema.
- 1981
Major technical and building improvements
[1]The theatre receives a new roof, a large screen, updated projection equipment and new seating.
- 1979
New Oxford reopens under new operators
[1]Cyril Watson, Roger Hunt and Christine Hunt reopen the upgraded venue as the New Oxford on 18 August.
- 1972
Renamed Olympia
[1]The theatre becomes the Olympia and focuses mainly on Greek and Italian films for several years.
- 1966
Venue reopens as Nickelodeon
[1]After a short closure, the theatre reopens under the Nickelodeon name.
- 1964
Outdoor picture garden closes
[1]New Oxford Beautiful closes and the site is later redeveloped as an Ampol service station.
Products and positioning
A heritage-led, urban independent cinema offering specialty and mainstream film exhibition in an architecturally distinctive Art Deco venue.
Cinema exhibition · 1927
Luna Leederville cinema complex
The primary venue is a multi-screen cinema complex occupying the historic former New Oxford Theatre building. It has hosted mainstream, family, R-rated, independent, arthouse and culturally specific film programmes across different periods. The complex's identity is closely tied to its prominent corner location, its interwar Art Deco façade and its evolution from a single-screen suburban theatre into a modernised independent cinema venue.
Outdoor cinema · 1996
Luna Leederville picture garden
An outdoor picture garden associated with the venue opened in 1996 behind adjoining shops at 163–167 Oxford Street. It provided approximately 200 seats and complemented the indoor cinemas. The entrance was later relocated and incorporated into the main building. This offering followed the earlier New Oxford Beautiful picture garden, which had operated on the southern corner of the intersection from 1935 until its closure in 1964.
Brand decisions
1999
Luna Palace takeover and rebrandingM&ABackground
The cinema had operated under several names and had developed a reputation for independent and urban specialty exhibition.
Action taken
Luna Palace Cinemas took over the venue, carried out a renovation and renamed it Luna Leederville.
Aftermath
The cinema became part of the Luna Palace group while retaining its historic local identity.
1995
Conversion to twin-screen operationGeneration changeBackground
The historic single-screen theatre had already undergone interior adaptations, including a smaller upstairs cinema known as the Star Theatre.
Action taken
The venue was converted into twin cinemas.
Aftermath
The change increased screening flexibility while preserving the building's role as a local cinema.
1979
Programming shifted toward adult and alternative fareStrategyBackground
The venue reopened in 1979 with a family-film strategy, but attendance was weaker than expected.
Action taken
Operator Cyril Watson introduced R-rated films, upgraded the premises and added hospitality facilities such as an upstairs coffee bar.
Aftermath
The programming change improved attendance and was followed by further refurbishment and the venue's development as an independent-film cinema.
Recent events
- 2009
The New Oxford Project documents the cinema's history[1]
Other
A documentary produced by the Film and Television Institute of Western Australia in conjunction with the Town of Vincent examined the venue's history from its 1927 opening and its influence on Leederville's culture and residents.
Luna Leederville remains under heritage consideration[1]
Regulation
The cinema is included on the Town of Vincent's Municipal Heritage Inventory and in the town planning scheme. It has been recommended for consideration for the State Register of Heritage Places, but the referenced material does not provide a final determination date.
Sources2 sources
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