BOURNEMOUTH Civic Society has launched a bid to preserve the town's historic Odeon cinema.

The society has applied to the council to have the building in Westover Road designated as an 'asset of community value' (ACV), which would require the owner - developer Libra Homes - to notify the authority before selling it, and could be used as a reason to refuse any planning application for change of use or demolition.

This would give the society a six-month moratorium in which to raise funds to bid for the building.

The society says the building should retain uses which benefit the community and contribute to "the council’s emerging cultural quarter" at the southeast end of the road, plans for which are "currently under discussion with Zaha Hadid Architects".

Chairman Ken Mantock said: “We feel that the Odeon deserves this recognition because of its long-standing community use and benefit, its realistic possibility of continuing to provide it and the fact it complements the wider character of Westover Road as a place for community entertainment and recreation."

The society's heritage and conservation officer, James Weir, added: “An ACV designation does not automatically prevent development and we would encourage any proposals affecting this significant heritage asset to take into account and safeguard the community value associated with its 87 years of uninterrupted community use and benefit."

Both the Odeon and neighbouring ABC cinema were sold to Libra last year for a total of £6.15 million. The council declined to bid for the buildings, but has expressed a preference for their art deco frontage to be retained. Libra are expected to present their plans for the building to the public before the end of the year.

A spokesperson for the firm said: “We look forward to engaging with Bournemouth Civic Society later this month and to listen to their views.

"We are currently consulting with local businesses and have not submitted any formal plans."

The spokesman noted that Odeon placed a covenant on the building at its sale requiring that it not be used for cinema purposes.

Originally named The Regent, the Odeon was built in 1929 as a 2,300-seater cine-variety theatre by Provincial Cinematograph Theatres, in association with local architects Seal and Hardy.

When built it was one of the grandest and most luxurious 'super cinemas' of the period, prompting contemporary descriptions of Westover Road as 'Bournemouth’s West End'.

The nomination is supported by the Save Bournemouth Odeon campaign, Boscombe Forum, Pokesdown Community Forum, the Cinema Theatre Association, the C20 Society and SAVE Britain’s Heritage.

A decision is expected from Bournemouth council in early November.