THE church which owns the former EMD has said that cinema use is not a “viable option” for the Art Deco building, despite repeated claims to the contrary.

Pastor Paul Hill, property manager for United Church for the Kingdom of God (UCKG), said visitors to a recent exhibition of the plans revealed there is “considerable misinformation in circulation”.

He said: “We accept that a lot of people want a cinema in Walthamstow, but make no mistake, a cinema is not a viable option for the former EMD.”

UCKG’s previous attempts to develop the Hoe Street building were thwarted by planners, who rejected plans in 2003.

But new proposals, which are yet to be submitted, have been formulated in close consultation with council officers.

Pastor Hill said: “The EMD was not a commercial success at the time we bought it. Following the unsuccessful planning appeal in 2003, the property was proactively marketed in 2005 and 2006.

“Both campaigns, supported by expert reports, clearly showed that cinema use is not a viable option for the property – the stumbling block being the cost of refurbishment.

“We believe that our proposals, including a performance space and projection room for showing films, is the only realistic solution for the Grade II listed building.”

However, an independent cinema operator, who transformed a dilapidated listed 1930s Art Deco into a successful cinema, believes a full revival of the EMD is a viable proposition.

James Hannaway, of the Rex Cinema in Berkhamsted, said: “The stunning EMD could readily work in the same way.

The special interest of the building could be protected as was The Rex. Local cultural and social interests would be reflected in the programming.

“Walthamstow is already a vibrant area. Already it has lost its world-famous dog track to developers and weak planning.

“Don’t let it lose the fabulous EMD cinema. It is only inches from being big, bright, beautiful and buzzing again.”

The McGuffin Film Society, which has campaigned for the EMD to be reopened as a cinema, claims council officials may not be aware of the many financial avenues available to undertake such a scheme.

Spokesman Bill Hodgson said: “The Rex Cinema is a shining example of what could be achieved in this borough if the political will existed to make it happen.

The council should listen to James Hannaway before it is too late.”

The feedback from UCKGs exhibition has been collated and the church said it was preparing a planning application, taking the feedback into account.

It said it was also addressing the need for transparency over the management, pricing and marketing of the proposed Granada Rooms as a community space for hire.

In addition, a transport plan is also being prepared in response to local concerns about parking.

Pastor Hill added: “We recognise the public’s call for clear separation between the Granada Rooms and our church activities, which are termed a Help Centre. Our application will address both points.

“Our proposed Training Centre, Delight Café and Youth Centre will be open to all, irrespective of any religious affiliations, and all will add to the vitality of the High Street, including its evening economy.”