The Roxburgh Entertainment Centre - home to what is New Zealand’s oldest, and believed to be the world's longest running cinema- has been engulfed by fire this morning.

A Fire and Emergency New Zealand (FENZ) spokesman said the service received an automated alarm at 11.48am which was quickly followed up by calls from people stating they could see smoke from the building.

Firefighters battle a fire at the Roxburgh Entertainment Centre this morning. PHOTO: Sally Feinerman/ Facebook

Volunteer firefighters arrived on the scene within seven minutes of the call out to find the historic building was “well involved’’.

“It didn’t take that long to get there and they were calling for assistance very quickly,’’ the spokesman said.Seventeen units from Roxburgh, Millers Flat, Alexandra, Clyde, Heriot and Lawrence, as well as specialist appliances from Dunedin - including two command centres from Alexandra and Dunedin - are currently on site battling the blaze.

“We’ve got a lot of units travelling from all around.

“At this point in time they are conducting an external attack only,’’ he said.

Photo: Asher Thomson

Photo: Asher Thomson

Photo: Asher Thomson

Social media footage shows flames towering well above the building with black smoke billowing while firefighters tackle the blaze.

A Facebook update from the Central Otago District Council, which owns the building, stated Council staff will be onsite once fire crews have got the situation under control and will be able to provide updates in due course.

This is the second fire at the entertainment centre in less than two months. On January 3, the newly installed fire alarm system and a swift response from firefighters were credited for preventing disaster.

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