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     London Theatre Tickets » List of London Theatres » Novello Theatre » History
Novello Theatre - Information & History
The Novello Theatre is situated on the Aldwych and has been a theatre with many identities over its 100 years. Originally the Novello Theatre was built in 1905 and called the Waldorf Theatre, opening its doors on the 22nd of May 1905 with an Opera called 'II Maestro di Capella'. Designed by the famous theatre architect of the day, W.G.R. Sprague, the Waldorf Theatre was part of the Aldwych reconstruction which started just after the turn of the century and consisted of the construction of new theatres and the closures of 4 old theatres.
The heart of London theatres was centred around the Theatre Royal Drury Lane for 300 years, prior to the decision to recreate the Aldwych and to close old established theatres. To create new theatres around the Aldwych was a decentralisation of the theatre population, spreading the theatres away from the Drury Lane and setting a new trend in theatre development for London.
The Aldwych redevelopment cost the lives of four theatres, namely The Olympic Theatre in Wych Street, The Opera Comique in the Strand in 1899, The Globe Theatre in Newcastle Street and the Gaiety Theatre in the Strand, which both closed in 1902. They were demolished when London's Aldwych, named after the Old Wych Street, was constructed. This redevelopment of the area took over 20 years to complete from 1901. The Waldorf Theatre was constructed as part of the new Waldorf Hotel complex with the Waldorf Hotel in the centre and two theatres with identical facades shouldering the hotel on either side. The new Waldorf Theatre was on the bottom of Catherine Street and the new Aldwych Theatre on the other side of the hotel. The whole development was designed and engineered by W.G.R. Sprague to keep architectural continuity.
W.G.R. Sprague had developed a deep love of the theatre, probably from his mother the famous Victorian actress Dolores Drummond, and Sprague went about his architectural career with no less than 33 new theatres under his belt during his 40 year architect career. No mean feat to be responsible for over 50% of all standing London theatres.
The Waldorf Theatre was the last 3 tier theatre to be built in London and only the second to be constructed without a sloping stage known as a 'raked stage'. Sprague paid great attention to detail, as can be seen even today in the decorative panels and friezes around the theatre and in close detail such features as the intricately patterned brass fingerplates on the doors. Sprague was a stickler for detail and expected exceptionally high workmanship standards.
An early theatrical description of the Waldorf Theatre describes the theatre as having the decorative interior style and scheme of the French Louis XIV, with the walls adorned with stripes of grey and violet coloured marble.
Extract from the ERA magazine of the day describes the Waldorf in great detail:
On the first tier level is the refreshment saloon, decorated in cream and gold. In the auditorium the colour scheme is Rose du Barri, relieved by richly gilt circle fronts, and by a touch of green in the French tapestries upholstering the stalls and dress circle; a qualifying note being struck in the brown French walnut of the seat frames. One of the notable features is a magnificent circular ceiling in modelled plaster with finely gilt centre piece and outer border, and a boldly treated picture sweeping round the two, painted after the style of Le Brun. The bas relievo modelling of the tympanum which surmounts the proscenium represents Apollo in his chariot drawn by four spirited horses, and attended by goddesses and cupids. The action is full of vigour, combined with delicacy of touch. A deep cornice in Louis XIV style runs round the theatre, and over the proscenium opening and boxes. The proscenium opening and the dress and upper circle are supported by pilasters of Fleur de peche marble with gilt capitals; and between the smaller pilasters on the dress circle and stalls level lofty mirrors reach to the cornice. The prevailing tone of Rose du Barri is continued in a deep velvet pile carpet of the same colour.'
The ERA 20th May 1905.
The Waldorf Hotel first changed its name only 4 years after its grand opening and in 1909 became the Strand Theatre. But this only remained for 2 years, as in 1911 the Waldorf Theatre, aka the Strand Theatre, was renamed again to be known as the Whitney Theatre. This identity crisis only increased when, 2 years later in 1913, the theatre reverted back to being known as the Strand Theatre once again. For rest of the century the theatre retained its identity as the Strand Theatre right up until 2005 when it was changed to the Novello Theatre in memory and recognition of Ivor Novello. He was an actor, playwright and theatrical legend, who had resided in a flat above the theatre from 1913 to his death in 1951, and had written the majority of his famous musicals there. The Strand Theatre was partly refurbished when the theatre suffered some bomb damage during the First World War and was redecorated. Later extensive refurbishment and part reconstruction took place in 1930 when the dress circle and boxes were removed.
The First lessees of the new Waldorf Theatre were the American Shubert Brothers who were experienced theatre owners in America and this was their first venture into Europe. The opening was a grand one and expectations were high. Opening with a season of Opera and Drama starring the actress Eleanora Duse and well known opera singers Emma Cave and Edouard de Reszke, it failed to maintain a long run and the opening season only lasted for 8 weeks. Success did come to the theatre a couple of years later in 1913, but not as the Waldorf Theatre, but as its new name the Strand Theatre in the form of an Asian Anglo Chinese play called 'Mr Wu', starring Matheson Lang as Wu Li Chang. It was to become the most famous role in his career at the Strand Theatre.
The outbreak of the First World War saw a change of management to the husband and wife team Fred Terry and Julia Neilson with a series of short runs including the 'Argyle Case' detective story. The Stalls pit was damaged during a Zeppelin air raid when a total of 19 bombs were dropped on the Strand. The performance during the bombing was the 'Scarlet Pimpernel', with Fred Terry, the manager and lead actor, managing to restore calm to the audience despite the structural damage of the theatre going on around the performance. Truly an excellent example of how the 'show must go on'.
In 1917 another actor and actress partnership, Arthur Bourchier and Kyrle Bellew, acquired the lease to the Strand. They literally lived moved in above the theatre and lived in one of the flats above the theatre. Another flat was occupied by the composer and actor Ivor Novello, who later became the reason for the most recent change of the theatre to be named after him.
Under the ownership of Bourchier and Bellew, the Strand theatre enjoyed a number of successes: 'At the Villa Rose', a 'sleuth' play, ran for a total of 227 performances; 'A Safety Match' by Ian Hay ran for 229 performances; and, in 1923, they put on 'Anna Christie', the first Eugene O'Neill play to be seen in the West End, that caused a sensation.
In 1924 The Strand experienced the outstanding dancing abilities of Fred and Adele Astaire who had previously made their debut at the Shaftesbury Theatre. Through the roaring twenties the Strand became the home for theatrical legends such as Ralph Richardson, John Geilgud, Sybil Thorndike and Peggy Ashcroft, to name but a few to have trodden the boards at the Strand Theatre.
In 1930 the Strand saw a new management with Leslie Henson and Firth Shephard, who set about presenting a series of comedic farces such as: 'It's a Boy'; then followed by 'It's a Girl'; and in 1936 'Aren't Men Beasts' starring a very young John Mills under the watchful eye from Robertson Hare, a Strand Theatre expert.
The Strand Theatre survived the Second World War, even though it was bombed during the London blitz during performances and once again the show went on, with lunchtime matinee performances of Shakespeare given with actors climbing over rubble and debris to perform.
One of the longest runs at the Strand Theatre was the performance of 'Arsenic & Old Lace' which ran for a total of 1,337 performances from December 1942 to a year after the War in March 1946. This production was also given young royal attendance when the then young Princess Elizabeth [Queen in waiting] and sister Princess Margaret were permitted by the then King to attend an evening performance of this show.
Post War Success continued In February 1955 with 'Sailor Beware', a comedy by Philip King and Falkland Cary which made a star of Peggy Mount as Emma Hornett, 'the mother-in-law to outrival all mothers-in-law'.
The famous novelist William Golding wrote his first play, which was performed at the Strand Theatre, called 'The Brass Butterfly', starring Alistair Sim, George Cole [TV Minder's fame] and Jack Hedley. The Strand Theatre became known for comedic farce following the post war period with a few exceptions, such as Orson Welles production of 'Lonesco's Rhinoceros' in 1960 starring the jewel of English theatre, Laurence Olivier.
One of the more famous shows that transferred from Broadway must be Sondheim's 'A Funny Thing Happened on the Way to the Forum' which premiered in the UK at the Strand to a rapturous reception on 3rd October 1963. Starring Frankie Howard as the saucy Roman slave Pseudolus, the show was a tremendous success. The role for Frankie Howard was the pre runner of the TV show 'Up Pompeii' where the concept was continued with a similar role for Frankie as Lurkeo.
This successful production was followed with further successes including 'Lie down I Think I Love You', 'When We Are Married' and, perhaps most famous of all 'No Sex Please Were British'. This became a tourist institution and must see show and became the theatres most successful show to date. It ran and ran clocking up 6,671 performances, finally closing in 1982, and stars that appeared in the show included Michael Crawford, David Jason and Andrew Sachs.
1982 saw the opening of Tom Stoppard's moving play 'The Real Thing' starring Felicity Kendal and Roger Rees in the leading roles. The Strand Theatre went down under with the Australian superstar and mega housewife Edna Everidge, aka Barrie Humphries, setting new box office records. The Strand Theatre took to fifties dancing in the aisles when the award winning 'Buddy' show took a five year run closing in 2002. This was followed by further success with the crooning 'Rat Pack' show, which proved popular satirising Frank Sinatra, Sammy Davis Jr. and Dean Martin, which eventually transferred to the Savoy Theatre.
Following this the owners decided it was time to make a major investment and commissioned a 4.5 million pound refurbishment of the Strand Theatre in 2003, so as to restore the theatre back to its former glory. It was at this grand reopening in the December of 2005, its 100th birthday, it was decided to rename the theatre The Novello Theatre. The Novello Theatre also plays host to the Royal Shakespeare Company's London season every winter.
Novello (Formerly Strand Theatre) | Performances | Information | Directions | History
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