$1.7M production planned

Press, 30 December 1980, Page 5

$1.7M production planned

By

KEN COATES

in London

At a time when the theatre faces cuts and reduced attendances in Britain, plans are afoot to stage a $1.7 million presentation of “The Sound of Music,” starring Petula Clark.

The production, to be held in the 2600-seat refurbished Apollo Victoria Theatre, is likely to be another success for the Isle of Man-based Apollo Leisure Group. . This company has made a speciality of taking over ailing theatres, refubishing them, prescribing a successful marketing policy, and setting them on their feet again. Over the last two years, the group has done wonders with theatres in Glasgow, Man-

Chester, Coventry, and Oxford.

It acquired the New Victoria, as it was then known, and turned a lifeless shell, dark for four years, into the successful Apollo Victoria. The theatre’s autumn billing since September 20 has grossed more than $2.4 million with short-season attractions such as Shirley Bassey and Cliff Richard.

Two weeks ago it staged its first Royal charity show in the presence of Princess Anne and Captain Mark Phillips.

Within 24 hours of the announcement that the theatre would stage “The Sound, of Music,” the advance booking telephones started ringing, although the show will not open until August 17, 1981.

The managing director of Apollo Leisure, Mr Paul Gregg, asserts that he has the world’s favourite musical in a huge theatre opposite a railway terminus, making the whole country a catchment area.

The producer is Ross Taylor, who also produced the revival of “The King and I” with Yul Brunner at the Palladium, where it grossed 19 million during its 18-month run.

Although tickets for the show will be pegged as low as $7.50 (the cheapest), Mr Taylor is confident that the $1.7 million being spent on the show will easily be recouped. There are big sets planned, 30 musicians will be

needed, as well as two months of rehearsals and four lots of child actors.

The Apollo Victoria opened to the public in October, 1930. Its magnificent art design makes it one of the most architecturally interesting theatres in the West End.

A computerised ticket system is being installed.

Meanwhile the Arts Council is withdrawing its support from 40 organisations, including the touring subsidy for the Old Vic, and the pioneering National Youth Theatre.

Other London organisations to lose the subsidy are the New Shakespeare Company, which stages open air productions in Regent’s Park each summer, as well as many fringe theatre companies.