Huntingdon takes one step closer to an independent cinema to boost local access to the arts and the night-time economy.

The Huntingdon Business Improvement District (BID) has appointed Mustard Studio in association with AOC Architecture Ltd to conduct a feasibility study to repurpose 12 All Saints Passage into a boutique community cinema.  This multi-purpose study, funded by UKSPF (via the CPCA), will assess the cultural and broader economic benefits of such a venue, assess market demand, and test business viability.

12 All Saints Passage has been closed since 2009, and BID, alongside Huntingdonshire District Council, have identified an independent cinema as a potential use for the building. 

 

Mustard Studio, which led the successful tender bid, was founded in 2020 and specialises in services for the cinema and film sectors, including feasibility studies for local councils, trustees, and private investors, with a focus on research, market demand, audience development, brand positioning( including operational concept and strategy), communications strategy, business modelling and financial analysis. 

 

AOC are an RIBA Chartered Practice of architects and designers who create buildings, places and experiences. Established in 2005, they have gained international recognition for their inventive inquiry, participatory practice and characterful designs. AOC has a distinct reputation for high-quality public buildings, cultural institutions, and community projects in politically and historically sensitive contexts. 

 

BID Huntingdon Town Manager, Paul Sweeney, commented, “I’m incredibly excited to be working on this feasibility study with Mustard Studio, which explores a truly trail-blazing and innovative concept for BIDs. A boutique community cinema on the high street has real potential to strengthen leisure provision, increase footfall, and support the long-term vitality and development of the town centre. It’s an exciting opportunity to re-imagine how our high street can serve residents, businesses, and visitors alike.”

 

Mandy Kean, CEO of Mustard Studio, said, “We believe that local and independent cinemas are the glue that brings people together, develops community engagement and that anyone of any age can enjoy.  It is a genuine thrill to be at the start of this journey with Paul and the wider team, and we look forward to meeting with people and getting to know the town more”.

 

Tom Coward of AOC added, “We enjoy bringing buildings back into active use and are excited to be working with Huntingdon BID. There is huge potential, through sustainable refurbishment, to make a positive contribution to the high street and the night-time economy with the proposed boutique cinema with additional community uses ”. 

 

Mustard Studio invites the local community to participate in an online survey and share comments. To participate, please use this link https://www.surveymonkey.com/r/Huntingdon84

 

The feasibility study will commence in January 2026, with the final report due in June 2026. 

Press Enquiries: Paul Sweeney – paul@bidhuntingdon.co.uk or Kate Gerova – kate@mustardstudio.co.uk

 

Editor’s Notes:

About BID

A Business Improvement District (BID) is a defined area where local businesses come together to invest in projects and services that improve the local trading environment. These initiatives are additional to those provided by local authorities and are funded by a small levy paid by eligible businesses within the BID boundary.

BIDs are designed to give businesses a collective voice and the ability to shape the future of their high street or commercial area. From improving the look and feel of the town centre to marketing campaigns, events and security, BIDs focus on initiatives that attract more shoppers, visitors, and ultimately investors creating a sense of place. 

BID Huntingdon acts as a true Town Team, where businesses and organisations collaborate to enhance the town centre experience and create a more vibrant, welcoming place to work, shop, and visit. Over time, this coordinated effort helps drive footfall, boost the local economy, and build a stronger sense of community pride.

About Mustard Studio

Mustard Studio was founded in 2020 and specialises in services for the cinema and film sectors. The founders’ background is in cinema operations and brand marketing. Working with expert associates, the company has conducted multiple cinema feasibility studies in association with local councils, trustees, or private investors. The company has developed a cohesive 360-degree approach, from the very early stages of research and market demand through financial viability and operational excellence to brand positioning and communications strategy. This approach is built on their understanding of how independent cinemas and circuits operate, combining financial and operational targets with audience development. It is firmly rooted in a venue’s long-term success. 

About AOC

AOC are an RIBA Chartered Practice of architects and designers who create buildings, places and experiences. Established in 2005, they have gained international recognition for their inventive inquiry, participatory practice and characterful designs. AOC have a distinct reputation for high-quality public buildings, cultural institutions and community projects located in politically and historically sensitive contexts. 

 

They work with their clients, collaborating with users and other experts, to develop new briefs for contemporary challenges. They engage with communities and their cultures to make designs that are useful, valuable and joyful. AOC use resources inventively to optimise the use of energy and minimise the emission of carbon, and deliver proposals that are particular to the forms, materials and myths of their place. AOC are Agents Of Change, and as such they work extensively supporting public institutions at a local and national level, often working in sensitive locations to transform building performance, public access, inclusion and the visitor experience. They are a diverse team of designers based in East London.

About Huntingdonshire District Council (HDC)

The District Council is a local government authority responsible for providing a range of services across the Huntingdonshire area.  Services provided include refuse, local planning and leisure facilities, housing support and wider community support, including market town regeneration, economic development and tourism. 

12 All Saints Passage is a property within HDC’s current Estates portfolio.  The Council is committed to bringing this property back into use, acknowledging the benefits that development can bring to the town.  This work supports and aligns with the Council’s Economic Growth Strategy work and Regeneration programme.