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Since it was refurbished and reopened two years ago, Braamfontein's stylish Alexander Theatre has been pulling in the crowds.
TUCKED away amid the busy streets of Braamfontein, the Alexander Theatre offers spectacular entertainment in a stylish, intimate venue.
Its facilities and unique atmosphere, which make it one of the best showcase theatres in the city, presents a nostalgic glimpse into Joburg's theatrical past.
Since its reopening in July 2007, the theatre has become home to a myriad of events including concerts, musical productions, conferences and official functions.
"The theatre has received such tremendous support since its reopening. Many patrons who attended the first production, Rent, asked to use [it] for their private events or functions," says the property developer, Adam Levy.
It has added to Johannesburg's social scene. "Such success is greatly attributed to its tasteful new facelift, which conjures up feelings of nostalgia set in an urban-chic backdrop."
Facelift
The auditorium has a fixed seating capacity of 550 and a 20-piece orchestra pit. Levy bought the theatre in 2006, which had been shut for a decade, and gave it a major facelift. It was re-upholstered and the bar and bathrooms were revamped to retain an authentic feel and flavour.
The property developer Adam Levy says the theatre has added to Johannesburg social scene
"The revamping was done in such a way so as to preserve as much of the original design as possible," Levy explains. "This approach unearthed a few unexpected gems, one of which is the now signature black and white vinyl checkered floor that was literally hidden under the old carpets all these years."
The classy, stylish and sexy make-over is certainly one of the reasons for the theatre's new found popularity, he adds.
Glass doors along the front of the building open into the foyer, which leads to the auditorium. Downstairs is a slick, stylish and a cosy basement bar. The hospitality room, VIP room and roof top can all be reached via a private staircase leading from the hob-nobbing area; each have their own ambience.
History
The Alexander Theatre was opened in 1951 and named after the talented actress and founder of the Johannesburg Repertory Players (JRP), Muriel Alexander.
A viable business, the theatre was the heart of Braamfontein's social scene for some years, providing start-up jobs for many young men and women. The idea of the theatre was conceived in 1929 by the JRP, who wanted a space of their own where they could present their works to the public.
It took 22 years for this dream to become a reality. At the time, the cost of building the theatre was R100 000 - rather a lot of money back then. The JRP raised R35 000 from memberships and donations; the Johannesburg municipality donated R20 000; R10 000 came from the Department or Education, Arts and Science; and the balance came from the bond.
In the following years the theatre hosted a gala of productions and plays, in both English and Afrikaans, such as Joseph and the Amazing Technicolour Dreamcoat, West Side Story, Much Ado About Nothing and Cry, The Beloved Country.
Famous playwrights, actors and personalities, such as Tennessee Williams, Arthur Miller, Patrick Mynhardt, Desmond Tutu, and Loyiso Gola have appeared on its stage.
As the National Party ruthlessly imposed apartheid, however, the Alexander Theatre found it difficult to continue operating successfully as British and American authors and performers began boycotting South African theatre. The isolation even made it tough for the JRP to acquire or present plays that audiences wanted to see.
Shut down
Escalating crime and grime and general decay in the inner city added to its woes, and by the time apartheid was abolished in 1994, the theatre had lost its popularity. It became increasingly difficult to operate without a regular, strong audience base and as a result the theatre was shut down in 1997.
The final stage production was Impi Ntombi, the energetic story of a mineworker told in song and dance. It was reopened in 2007, with Rent.
An Electro Party is the next public event on the theatre's calendar, on 11 July from 9pm. Tickets will be sold at the door for R100 before 11pm and R120 after 11pm. For further information on bookings, tours and the venue, contact Peaches on 083 474 6063 or send an email to
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