not suited to British tastes and lacked literary value. Theatre decline During the 1920s, the Hull Repertory Company had talks with Mortons' about buying the Little Theatre. They finally did so in 1929, re-opening in September. The following January there was a major fire. Morton's made the Alexandra available free of charge for the now unemployed actors to hold a Saturday matinee benefit. In July 1932, the Mail lamented that since the Grand became a cinema, Hull theatregoers could no longer see full length musicals or straight plays. Only at the Little Theatre was a whole night's entertainment possible. However, George Morton now planned an ambitious winter season at the Alexandra with first class touring companies. He warned that if attendances did not improve, Hull would lose its last theatre. Despite poor results George tried again the following year, entering into an agreement with Moss Empires and Howard & Wyndham Tours to bring quality companies to the city as part of a network involving 20 provincial towns. Attendances were good for musicals but sparse for drama. Debates in the local press showed no consensus. Was it ticket prices, the wrong productions, theatre ambience or audience apathy? The city's sheriff said, "Surely a city of 330,000 people had ample scope for two legitimate theatres". By January 1934, William Morton was persuaded that provincial theatre was nearly dead. Entertainment Tax was partly to blame. And now there were not enough good theatres to provide a London company with a realistic tour. Said the Hull Daily Mail, "Mortons have for two seasons tried to give Hull a place in the touring lists of first-class companies, and their efforts have been but miserably supported". In February, at three weeks notice, the popular Denville Repertory Company were called in. "It seems to be our fate to come back and save the Alexandra Theatre," said Len Laurie. This time, they took it over for ten months and performed twice-nightly drama and comedy. In December, a local producer, Anne Croft, presented her final Christmas show, "Tulip Time". Morton having advertising widely but unable to sell, closed down Hull's last professional theatre. Six months later, he let it to Terence Byron Ltd who re-opened in December 1935 as the New Alexandra. It prospered as a variety theatre and Byron's bought it the following year. It was destroyed during the Hull Blitz in 1941. By contrast, after 1934, the