Reflecting changing times the familiar Moorish style tower, which had become unstable, was pulled down. There were extensive alterations to the front of house and the Hurst Street facade was rebuilt. The orchestra pit was lowered and a new scenery dock installed. To draw in a younger audience the theatre hosted many package shows consisting of chart toppers alongside a variety bill. The programme was no longer weekly, but part of a season of performances. In 1965 Moss Empires tried to rename the Hippodrome to Birmingham Theatre but it didn’t stick for long!

The first full length Shakespearean production Twelfth Night was performed on 25 May 1964. In 1917 Shakespearean extracts were performed as part of a variety bill.

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