This silk programme with its eye-catching salmon-pink typeface was produced to commemorate the opening of The Empire Variety Theatre Newcastle, on 1st December 1890, after its inspection by the Major and Sheriff of Newcastle. This theatre was the first joint venture of Horace Edward Moss (1852-1912) and Frank Thornton, and one of the earliest Moss Empires Variety Theatres, which at its peak comprised thirty-three theatres, the largest chain in the world. Designed by Oliver and Leeson, the theatre was built to a sumptuous standard, despite the location of the stage above the kitchen of an inn below, which frequently resulted in smells invading the auditorium.
The Old Gaiety Theatre Newcastle closed when the Empire opened and several acts transferred to the new hall. Moss and Thornton appeared on the stage at the opening ceremony and declared they would cater for Newcastle audiences 'with first class matter, free from any objectionable features'.