Bill, playbill

In the early 19th century many new theatres opened in London to cater for the capital’s growing population and their tireless appetite for entertainment. Theatres competed to attract audiences, vying with each other to offer evermore extravagant and spectacular entertainments.

Playbills played a central part in advertising shows and attracting audiences. Technical developments in the printing industry brought new typefaces which theatres seized on to create bold and eye-catching bills. The promised attractions were described in great detail and often illustrated with wood-block engravings. Two or more colours were used if a theatre’s resources allowed.

Magic shows were especially popular. This playbill for the Theatre Royal, Adelphi, advertises a show by the famous Great Wizard of the North, the Scottish magician John Henry Anderson (1814-1874). The letters of his name are in the shape of goblins or sprites. The theatre opened in 1806 as the 'Sans Pareil' and later took its name 'Theatre Royal, Adelphi' from the Adelphi Buildings nearby. The Adelphi Theatre on the Strand now stands on the site.