Initially called the Ambassador Circuit the company would change its name to Snape and Ward with John Maxwell, the chairman of Associated British Cinemas (ABC), Ltd joining the Board having acquired the holdings of the late Coun. Fred Read. In the Kinematograph Weekly - Thursday 31 May 1934 Alfred Snape announced Maxwell joining the board and at the same time scotched any rumours of an ABC takeover of the circuit.

Shortly after, the circuit was rebranded as the Snape & Ward Circuit, and John Maxwell, a giant in the ABC Cinema Circuit, joined the company’s board after acquiring the shares of the late Coun. Fred Read.

This sparked rumours that the newly named circuit was on the verge of being absorbed by the larger ABC circuit. In response, a statement was issued to the Kinematograph Weekly on Thursday, May 31, 1934. 

Alfred Snape stated that the arrangement is purely a personal one between those companies and Mr. Maxwell. The policy and management of this Manchester circuit will in no way be altered, although it is naturally expected that it will benefit by the addition of Mr. Maxwell, who is chairman of British International Pictures, Ltd., Wardour Films, Ltd., Associated British Cinemas, Ltd., and many other subsidiary exhibiting circuits, and chairman of K.R.S.

This was a savvy move by Alfred Snape, as John Maxwell and the ABC Circuit had a reputation for acquiring smaller cinema chains in their bid to dominate the industry. With rivals like ODEON equally eager to expand this was no doubt a shrewd move by John Maxwell , however Snape and Ward though a small circuit were fiercely proud of their Manchester base and there was no amalgamation, indeed is not clear that Maxwell stayed with the company when their position was this clear.

Of course some would say Maxwell played the long game as some of the Snape and Ward cinemas were sold to Union Cinemas, including Altincham Regal and the Ambassador’s sister cinema the Kingsway, only for ABC to take over Union Cinemas a few years later.

They would go on to build only three more 'Super Cinemas'  Their last being the Drury & Gomersall designed Fourways Cinema in Moston district of Manchester in 1939.

 With Alfred Snape's health failing by 1946, his son Brian Snape, age 31 at the time, took over some of his work and subsequently inherited his father's share of the business when he died in 1947. The company continued as Snape & Ward until the mid-1950s when Harold Ward split from the company, leaving it in the hands of the other partners. 

At this point, the group owned 30 cinemas. Harold would go on to own other cinemas under the Ward Circuit banner, including seven he retained when he left the Snape & Ward Circuit. (The New Empire, Coliseum, Warwick, Wycliffe, College, Tudor and York Cinemas.)