In 1898 William Morton's Theatre Royal showed a 'Veriscope' film, probably the first time any film was shown in a Hull theatre. The Prince's Hall was the first purpose-built cinema in Kingston upon Hull, and was opened in George Street by Morton in 1910. As Hull embraced the new age of public entertainment, attendances at traditional theatre declined. Luxurious cinemas, taking their inspiration from theatres and music halls, were built to accommodate audiences in almost every neighbourhood in the city. By 1914, there were 29 cinemas, theatres and halls showing films in the city. The London and Provincial Cinema Company owned the Hippodrome; the National Electric Picture Theatres owned the Theatre de Luxe, but Morton's was the largest and most influential cinema chain in Hull.

William Morton was an amusement caterer, a theatre and cinema manager in England for 70 years.