The licensing authority shall, in deciding whether to grant or refuse a licence, have regard to the following matters, namely:-
(a) the interest of the public generally;
(b) the suitability of the place where the cinematograph exhibitions are proposed to be given;
(c) the adequacy of existing places for the exhibition of cinematograph films in the locality; and
(d) the benefit to any particular locality or localities to be afforded by the opening of a new place of cinematograph exhibition;
and shall also take into consideration any representations made by persons already giving cinematograph exhibitions in or near the proposed locality or by any local authority or police authority within whose jurisdiction the place proposed to be licensed is situated or by any association interested in the giving of cinematograph exhibition.