When I first travelled past it on a bus as a child, I read the name as, "The New Washed Row Cinema".
After all the changes they have made in Birmingham you can still find places like this that have hardly changed at all since they were first built. This is the junction of Warwick Road and Medley Road on Greet there are 68 years between the two photos.
I do like how shops were adorned with their advertising back then.
Yes, great work for signwriters. I wonder if you'd still find the advertising on Spratt's if you removed a few layers of paint.