Apparently, the Ritz was privately owned until about 1954, when it was sold to the Essoldo cinema chain. From the mid-1950s (when we kids would flock there for the Saturday morning matinees) until the late 1960s (when it was in decline) I never remember it being called anything but the Ritz. When the film programme for the following week was displayed on the screen, it used to say: 'This Essoldo cinema presents ..' However, I doubt if any of the older people in Birkenhead called it the Essoldo - it was always the Ritz. Anyone interested in the subject should read an excellent book called The Silver Screens of Wirral: A History
of Cinemas in Birkenhead and Bebington, by P.A. Carson.