There will be absolutely no doubt what this building is now plans put forward by pub chain Wetherspoons have been approved.
At the moment the massive brick structure is plain from the back - but the pub company has just been given planning permission from Swindon Borough Council to put up a huge sign, telling the world it's the Savoy pub in Regent Street.
The company says of the pub: "This is the former Savoy cinema. Built in the mid 1930s, in the fashionable Art Deco style, this super-cinema seated almost 2,000."
The sign, two metres high by three metres wide will be put up eight metres from the ground at the back of the building, with the name of the pub picked out in smart gold lettering against a navy background.
At night the sign will be lit up by two small floodlights. The approval by planners say the light must be constant and not flashing.
JD Wetherspoon runs three pubs in Swindon, as well as the Savoy there's the Sir Daniel Arms in Fleet Street and The Dockle Farmhouse in Bridge End Road in north Swindon.
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