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The New Alexandra Theatre, commonly known as the Alex, is a theatre on Station Street in Birmingham, England.
Construction of the theatre commenced in 1900 and was completed in 1901. The architects were Owen & Ward. The theatre was opened on 27 May 1901 as the Lyceum Theatre on John Bright Street; however, it was met with few theatre goers. It was decided to bring in a star, and for ten weeks from the middle of June 1901 H. A. Saintsbury trod the boards as the theatre’s leading man, playing in costume dramas. However, as a result of disappointingly low returns the new theatre was sold to Lester Collingwood for £4,000, who renamed it the Alexandra on 22 December 1902.
Collingwood was killed in a road traffic accident in 1910 and was succeeded by Leon Salberg, who died in his office at the theatre in 1938. His ghost is said to inhabit the theatre. Other ghostly sightings include that by a cleaner of a woman dressed in grey in 1987. It was rebuilt with a fine Art Deco auditorium in 1935 to a design by Roland Satchwell. Upon Leon Salberg’s death, Derek Salberg took over the running of the theatre. The Salberg family ran the theatre from 1911 to 1977. Following World War II, the theatre became very popular with the local population. By 1950, 85% of season ticket holders lived within the boundaries of Birmingham.
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