Sunderland Empire boss Andrew Rawlinson talks to Viv Hardwick about 2011 highlights.

WHILE all the rest of the North-East theatres are sticking with pantomimes at Christmas, and are already selling tickets, the Sunderland Empire seems happier to stage touring versions of West End shows.

General manager Andrew Rawlinson, says: “When an opportunity comes along to stage a show like White Christmas, which had been in discussion for some time about going into the West End, here in the North-East, we wanted to take it.”

He admits it wasn’t easy changing from pantomime to White Christmas last year, but feels that the venue has a reputation for putting on big musicals such as We Will Rock You, which will return in September 27-October 8.

“White Christmas has been a huge success and exceeded what was predicted in terms of box office and the bigger impact comes from the fact that we certainly had a White Christmas in the region.

It was PR blessing with a show to which people wanted to bring their children and grandchildren,” says Rawlinson, who tried to ensure that anyone who missed a show, due to bad weather, was able to transfer tickets to an alternative date.

“We had over 70,000 people through the doors and it was a huge attraction pulling people from across the region and, in some cases, across the country.

Some patrons travelled from Somerset, and I only know that because they had to be re-seated because of the weather.”

So is he in negotiation to find something just as appealing for 2011, and will it have a Christmas theme?

“We are looking for the right type of show. I know other theatres are putting panto tickets on sale which is something that everybody strives to do. But I think one of the things we learned from White Christmas becoming available at such a late stage was that it’s not an easy thing to get those big shows quite so far in advance.

At this moment in time I can’t tell you what the show is going to be,” he replies.

Would he be tempted towards a show like Santa Claus The Musical, which has played Southampton, Birmingham and Liverpool in recent years?

“Tom Chambers was a huge attraction (in White Christmas) and Adam Cooper.

Ideally, we’d like it to have a festive theme but we don’t know what will be available. I would certainly be hoping that we’ll know by May at the latest,”

Rawlinson says. Rawlinson claims that the investment in the Wearside venue means that promoters no longer book Sunderland as an afterthought at the end of a UK tour.

“Producers and promoters are considering the North-East as a major part of their touring pattern. Sunderland is up there delivering strong returns for these shows. It is exciting to see first time touring like The Sound of Music because we have the scale of venue they want and the audience to support it,” he says.

Rawlinson is keen to point out that previous The X-Factor winner Alexandra Burke has opted to play the Empire on February 21 and that Monty Python’s Spamalot will star Phil Jupitus and Todd Carty for the week of February 28-March 5.

“We are excited about Calendar Girls with Lynda Bellingham, Jennifer Ellison and Joe McGann playing the photographer.

I think that the return of We Will Rock You, one of the most popular shows we’ve had in the last 18 months, is going to attract a large audience. I went to see it in Manchester just before Christmas and they’ve done a few tweaks to it and it’s just a fantastic production.

“We’ve got Sister Act with us in November (15-26), which is a West End touring version and another highlight of the year.”

An unusual ballet-based version of BBC’s hit children’s programme, Shaun the Sheep, has been booked to run June 22-26, with a song and dance format adapted by David Wood, who has created stage versions of the BFG and The Witches.

“I’m looking forward to bringing my two children to see that. I think that with family shows it is a wonderful experience.

I joined the theatre when I was ten years old and it’s played such a huge part in my life. So I think that stage experience projects from places like Manchester Palace and Tameside Hippodrome, before I came to Sunderland, really does give you that engagement with young people. This year’s Sunderland Stage Experience project is Bugsy Malone (two weeks’ rehearsal from July 25 and performances on August 4, 5 and 6) which is a huge production complete with splat guns and pedal cars,” says Rawlinson.

* Sunderland Empire, Box Office: 0844-847-2499, SunderlandEmpire.org.uk

* The website also has details on Bugsy Malone application form and audition dates.