BID backs independent cinema tender

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.

Source:  BID press release 14th January 2026