The first Royal Command Variety Performance was planned for Sir Edward Moss`s Edinburgh Empire in the Coronation year 1911 but it burned down and instead was held at the London Palace Theatre in 1912, owned then by Sir Alfred Butt, a competitor of Moss, who later joined its alliance; with many subsequent performances being given at the London Palladium.
It was listened to and sung along to in theatres which were getting ever larger (three thousand seaters were not uncommon) and in which the musical acts were gradually overshadowing all other acts (animal imitators, acrobats, human freaks, conjurors, etc.) The industry was more and more dominated by chains of theatres like Moss, and by music publishers, since selling sheet music was very profitable indeed—a real hit could sell over a million copies.
Beauty died four days before the opening of a show at the Empire Palace Theatre in Edinburgh.
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He then opened the New Tivoli Theatre of Varieties in Lime Street, Liverpool, in December 1906, but being so close to the Empire Palace of Moss and Stoll, the New Tivoli never made a profit.